After instant classic movies like ‘Dilwale Dulhania Le Jayenge’ and ‘Mohabbatein’, Writer, Director and Producer Aditya Chopra will be returning to directing after an 8 year hiatus, with ‘Befikre’.
The official first look for the film was released today on social media by the leading couple Ranveer Singh & Vaani Kapoor. Check out the image below, and stick around to see why the film is already turning me off.
‘Befikre’ will be another love story from the ‘Rab Ne Bana Di Jodi’ director, starring in lead roles the current Bollywood superstar Ranveer Singh, and debutant Vaani Kapoor. (‘Shuddh Deshi Romance’)
— vaani kapoor (@Vaaniofficial) May 9, 2016
The son of legendary filmmaker Yash Chopra, and current head honcho of Yash Raj Films, Bollywood biggest production house, announced his directorial return in a hypotethical conversation with his late father on his birthday.
This started a marketing campgain for ‘Befikre’ which on the surface seems genuinely emotional, but feels tacky and exploitative. After the announcement, the casting of the lead actors were also announced in an unconventional way. Actor Ranveer Singh recording himself walking through the hallways of Yash Raj Studios, looking back on his carer as an actor, that lead him to this film. It was genuinely emotional and you can’t help but feel happy for the guy.
Then the first teaser for the flim feature the lead couple with their faces out of view, kissing. And not just a deep passionate kiss, but one that looked more sloppy and awkward. While many of us dismissed it as a teaser that is just meant to grab attention, and no way the film’s actual marketing will feature this kind of imagery, the first look kind of proved us wrong.
Posters showcasing the lead pair locked in a French kiss seems a) unnecessary and b) very click bait-like. It’s almost like the promotional team want to court controversy knowing the publicity it will create for the team. It’s one thing for posters to feature the lead pair in romantically steamy scenes, but neither of these images convey the same tone.
It’s worrying to see that one of the more significant projects from a leading Bollywood production house, directed by one of the leading filmmakrers of the industry, to have to resort to such crude gimmicks in order to create buzz for their film. The movie already has a lot going for it with its’ never before seen lead casting and the return of Aditya Chopra to directing, so the need to plaster make-out images objectifies both actors and really compromises the integrity of the film.
Most importantly, it undermines any genuine gesture that may have been exhibited before, that may truly have been heartfelt reactions to being involved in a project such as this.
The film itself may be a completely contradiction to this campaign however, and may in no way reflect these gimmicks. Given the history of the director Aditya Chopra, and the talent of the main lead pair, ‘Befikre‘ is automatically one of the year’s most anticipated films. So here’s hoping that the rest of the film’s promotions involve highlighting the exciting elements of this project, instead of degrading tricks.
‘Befikre‘ stars Ranveer Singh & Vaani Kapoor, is directed by Aditya Chopra, and produced by Yash Raj Films. The movie releases December 2016.
Stay tuned to DesiForce.com for more updates on ‘Befikre‘ as the happen.