Jhoom Barabar Jhoom : Keeping Desi in mind

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So now some of the Bollywood films made for Desi Audience and forgetting Subsidies from Foreign Countries or co-branding
A CASE STUDY : JHOOM BARABAR JHOOM

Yesterday I have seen JHOOM BARABAR JHOOM.
Whaat a movie ! Made purely to keep great Indian diaspora in mind.
It uses the same lingo that a Desi speaks, the characters dress uplike Desi men and women, undergo similar cultural transitions as theDesi undergoes after facing the culture shocks.And of course, to make Desis Jhoom on the Indian folk lyrics/ rhythmmusical trio shanker Ehsan and Loy rapped it up with latino/rap/hiphop chashni.Probably it is first time that lounge, disco, rave,club versions of a song are also in the movie.What is really missing - a story.Yash Raj banner is now known for its musle power as well as businessacuemenship, no other producer could dare to release his film thisweek, so the Indian audience will not have any other new movie insingle theatre or multiplex.Most of the film critics have ranked thismovie 2/5 that too on filmsy ground that if there is no other reasonso atleast see it for picturisation of beautiful UK/ Frenchlocations. People fear to say that this kind of Masala is targettedonly to Desi audience who want fullto timepass entertainment in theirnewly developed/acquired lingo and of course shoot some goodlocations so that get a pie of subsidy or some subtle co-branding..To me brighter side of movie is khalis Mian Bhai Jaban (Lingo) fromHindi heartland spoken by Abhishek Bachan, a great make over ofAmitabh Bhachhan as Lead Singer/Guitarist of some Desi Musical Groupwith great energy level. So nothing great this time from Yash RajStable .

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