The Delhi High Court has restrained the makers of Yeh Jawani Hai Deewani from releasing the film on TV with “objectional” dialogues against Rooh Afza, after Hamdard, the company that owns the brand, filed a case against the producers.
The brand has objected to a conversation between actors Ranbir Kapoor and Tanvi Azmi, in which Kapoor says “Yeh Rooh Afza bahut bekaar hai”, saying, it shows the brand “in the manner which is detrimental to the interests of brand and the parent organisation.”
While this matter is up for hearing on July 16, the industry says that brands need to stop being touchy and extracting publicity through them.
“Roohafza takes offence to yeh Jawani . This country is so offended and lacks a sense of humour... I too hate Roohafza ... Sue me (sic),” tweeted filmmaker Anurag Kashyap.
Close on the heels of this case, a biscuit company has sent a notice to filmmaker Vikram Bhatt for showing a child dying on the operation table after eating a biscuit made by them.
“The brand gets publicity when it is featured in the film and then they crib to get more publicity. I think this is just to trouble the producer,” says filmmaker Sunil Bohra.
Adds filmmaker Vipul Shah, “Everyone in this country is sensitive only when it comes to films. All these attempts are ridiculous and a direct attack on freedom of the filmmaker. I think the government has to come up with a law to stop this madness.”
However, trade analyst Amod Mehra says that sometimes the brand cannot be blamed for objecting: “If you are using a product’s name in your film, you should take permission...especially if you are saying something adverse.”