This hasn’t happened for ages. However the makers of RAMAIYA VASTAVAIYA have taken an experimental route. Almost three months after the release of the film, Kumar Taurani has gone ahead and released a specially crafted music video from the film. Titled ‘Rang Jo Lagyo’, the song features debutant Girish Kumar along with leading lady Shruti Haasan.
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Farthest that one can remember when a new video was unveiled after the film’s release, it was ‘Khambe Jaisi Khadi Hai’ (DIL) that was picturised on Aamir Khan-Madhuri Dixit and released in theatres. However those were the times when films used to run for 10-15-20 weeks at the box-office and hence audience could be pulled back in theatres for an added attraction.
Though ‘Rang Jo Lagyo’ isn’t prompting the makers of RAMAITYA VASTAVAIYA to re-release the film as a whole, the song is out online and also on satellite music channels.
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‘This is a good ploy to keep the youngster in circulation,’ says a source, ‘When this Prabhudheva directed film was released, Girish was appreciated for his confident act in his very first film. While audience did like the romantic and comic side of him, the songs were much loved as well. ‘Rang Jo Lagyo’ had appeared in the film but for a short duration.’
In the meanwhile the music video had been put together by specialists Radhika Rao and Vinay Sapru. It couldn’t be unveiled back then around the release since the final cut wasn’t ready. However post the film, there was much demand for the song and hence Kumar Taurani decided that the music video is readied and unveiled.
‘With this, Girish would now stay on in audience memories for many more weeks,’ the source adds, ‘Till an announcement is made about Girish’s next film, he would stay connected via this video, just like he is so active even on social networking sites.’