Producer Firoz Nadiadwala has always been known for his lavish, star-studded extravaganzas. The music under his banner has been more of the commercial kind rather than critic pleasing. But through aggressive publicity, innovative and exhaustive marketing, Nadiadwala has always succeeded in making his music popular. HERA PHERI (2000), AWARA PAAGAL DEEWANA (2002), PHIR HERA PHERI (2006), and FOOL N FINAL (2007) are a few such examples.
It seems like this time too, Firoz has succeeded in his endeavour. The album which was critically slaughtered by most of the reviewers, has already hit the charts and the sale is steadily picking up. What makes it interesting is that just like Firoz's PHIR HERA PHERI ('Ae Meri Zohrajabeen'), it is just one track 'Uncha Lamba' that has clicked with the public and is responsible for the audio climbing up the charts. Though one must not take anything away from Firoz's publicity blitzkrieg, which has reached a high with the grand promotional video of the groovy title track, featuring all the stars, hitting the satellite channels.
As may be recalled, WELCOME will hit the screens with Aamir Khan's TAARE ZAMEEN PAR on December 21. And the two will be the only major releases, as the Ajay Devgan-Santoshi project, HALLA BOL has moved to January 2008.