In 2007, a certain Shimit Amin, who just had an AB TAK CHHAPPAN (2004) to his credit, caught the imagination of the nation through the heartwarming theme of his women's hockey based film. Yes, the film in question was CHAK DE! INDIA and the banner, Yash Raj Films. On that occasion, YRF were down with a few setbacks in form of a barely average TA RA RUM PUM and a big failure via JHOOM BARABER JHOOM. The film saved the day for them and turned out to be a blockbuster.
Cut to 2009, Yash Raj are definitely in a better position with year's first universal hit, NEW YORK, to boast of but their Eid release, the Shahid Kapoor-Rani Mukerhee starrer DIL BOLE HADIPPA could hardly achieve anything significant. And once again, its director Shimit Amin, with his ROCKET SINGH-SALESMAN OF THE YEAR starring Ranbir Kapoor (fresh from the success of AJAB PREM KI GHAZAB KAHANI and WAKE UP SID), who is expected to give them another big hit.
Unfortunately the promos have been far and few and have not been able to generate the hype of CDI. And with barely a fortnight left for ROCKET SINGH to release (that is December 11) nothing much has been heard about the music of the film, let alone the audio being released. In fact YRF have gone ahead and are making space for the Uday Chopra-Priyanka starrer, PYAAR IMPOSSIBLE, which is due to release only next year.
As may be recalled Yash Raj had gone in for a similar low key publicity strategy for Shimit's CHAK DE! INDIA but on that occasion the leading man was superstar Shah Rukh Khan and the title track always had the potential and became the sports anthem of India (still is!).
Well, all we can do is hope for a repeat of a similar success story for Shimit and Yash Raj, and wait for them to take some action pretty soon.