FUKREY a very unusual title for a movie, is not an easy title to pronounce or perhaps even to explain, except in North India. In their attempt to make the task of understanding their title easier for everyone involved, the producers – Ritesh Sidhwani and Farhan Akhtar – have actually come up with an animated jingle composed by Ram Sampath and written by Vipul Vig.
|SNAPSHOT OF FUKREY ANIMATED VIDEO|
Ritesh and Farhan, who have led the way many a time in their decade-long career, have this time come up with the innovative marketing concept of giving the viewer a high-energy video that describes the meaning of FUKREY, a word which actually means good for nothing.
Says Ritesh, ”This is the language of the film. It’s the first time a filmmaker is doing a jingle to promote the title. We were thinking of the best way to explain the meaning of FUKREY. And that’s when we came up with the idea of this jingle. In the digital world, animation works very well. We thought it would be a nice way to introduce our Fukras. Ram is a renowned talent in jingles.”
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Farhan says, ”FUKREY is a word that the people of Delhi and certain sections of North India are very familiar with. Of course, it is alien to a lot of us who are from elsewhere. Hence, the need to explain its meaning is important. Getting an animated jingle seemed like a fun way to do it because it definitely captures the youthful energy of the film.”
FUKREY produced by Excel Entertainment, releases on June 14, 2013.