Ritesh Sidhwani gets a jingle for Fukrey


Even though the face of Ritesh Sidhwani is less omnivorous than his name, the repertoire of his works speaks volumes. He is somebody who has a keen knack of identifying the names of tomorrow.

The results of which can be seen in his offerings to Bollywood in the form of films like Dil Chahta Hai, Lakshya, Don, Don 2, Zindagi Na Milegi, Talaash etc. The good news is that he is back with Fukrey, a spunky film that knitted with the thread of youth. And in a first of its kind in Bollywood, Fukrey is a film that has invested in a jingle, even before the film's music is released!

The man talks about the reasons behind the jingle, and also gives us a sneak peak at his film's promotional strategies.

Ritesh, to start with, whose idea was it to come up with the jingle?
It was a joint decision by the whole team. When we started brainstorming on ideas, the thought of having a jingle hits us. This was an idea that was instantly liked by all.

Who are the people (read 'credits') behind the jingle?
While the jingle has been composed by Ram Sampath, its lyrics have been penned by Vipul Vig.

Is this jingle only for the film's promotional use or will this find a place in the film?
This jingle will figure in the title track of the film, which will be integrated in the beginning of the film. This jingle will be used in the film when the credits are being shown, even though the antara of the track will be the same. Through this jingle, we are attempting to sell the 'recipe' of a 'fukra' to the audiences!

Reports had it that you were even contemplating on changing the title of the film. What's the status of the name now?
There was a struggle initially to establish the title. But when we saw that the term Fukrey is something that's getting talked about, we thought that we might as well explain the term's meaning and encash on it as well! And the title Fukrey itself has lots of spunk and charm in it. The fact that many people do not know what it means; really becomes a mystery for one and all! That's where the whole idea of creating a jingle to the title originated from! The basic idea was to establish a pre- cursor to the trailer of the film to establish the title track.

Any special plan/s that are being planned out for the film's trailer launch?
Yes. It's a huge surprise that you will get to know at the time of the launch. Let me also add that we will be having the trailer launch of the film keeping in tune with the spirit of the film. All that I can tell you is that the film's trailer launch as well as the music launch will be done in two different ways!

What are the other plans of marketing and promotions that you have decided for the film?
Right now, we are only concentrating on the film's trailer launch, which will be followed by the music launch. We will have to see the way the film builds up, accordingly we will be strategizing the film's marketing and promotion plans.

Is it true that you guys (Excel Films) are planning to spend around Rs. 5-6 crore Fukrey's promotions, which is almost as much as you spent for marketing Zindagi Na Milegi Dobara?
Honestly speaking, even though I can't reveal the figures, all that I can tell you is that it's going to be more of what we had spent on the film promotions of ZNMD. The reason being, when ZNMD was made, the rates were different. Today, with the advent of many channels, we will have to advertise more. All that I can tell you right now is that Fukrey's promotions will be done on a really large scale. We will really be aggressive in terms of the film's advertising and marketing.

Fukrey is your only release this year. What are your expectations from the