By Hindustan Times
Producer Sooraj Barjatya hopes Rajshri’s Isi Life Mein, which releases this Friday will bypass the success of Maine Pyar Kiya (1989) and Vivaah (2006). “Maine Pyaar Kiya released with 29 prints the first time. And we went on to add a thousand more as the film picked up. We’re releasing 150 prints of Isi Life Mein first. I hope this film is a bigger success,” says Barjatya, who feels that his latest venture is unlike any other that the audience has seen from Rajshri’s stable.
Moving away from the staple family marriage dramas, Barjatya’s latest production is made to connect with today’s youth. He adds, “It’s a contemporary, youthful story. Don’t expect a Vivaah or Maine Pyar Kiya. Director Vidhi Kasliwal’s sensibilities are very modern, though she has kept the basic attributes of Rajshri intact.”
A modern-day drama about realising your dreams, Barjatya is confident that the movie will offer a fresh perspective to the audiences and will particularly appeal to the youth.
He goes on further to state the example of a devotional song dedicated to Lord Rama. Unlike a conventional bhajan that Barjatya would otherwise have used, this time the song comes out in the form of a hip-hop number titled Ramji ka naam lo 24x7 “It keeps the devotional element strong yet engages the youngsters,” he says.
Barjatya says that at Rajshri, everyone looks forward to coming up with new ideas while keep the traditions intact. “The youth will relate to the passion of doing things they want in this life, and not put them on hold,” he says.
And he’s also not apprehensive of other films that release on the same day. He feels films are like children. “Every child is different. Our film will grow on you slowly. It requires word of mouth. We don’t consider other films competition as ours is a family film that will also find viewership among youngsters,” he says.
Assured of a good audience, Barjatya says, “Rajshri has never planned its releases. We have faith in our product.”