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Arindam Chaudhri's big Bollywood gamble


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Management guru Arindam Chaudhuri says his directorial debut, "Rok Sako To Rok Lo", has set new benchmarks in Bollywood.

"We have set new benchmarks - exhaustive research for zooming in on the right script and focus groups to ascertain the styling and look of our film's characters," Chaudhuri says.

"(There are also) cost efficiencies of 30 percent in film production with zero wastage; a marketing and promotional budget of Rs.40 million, all in all, the best of business practices emulating Hollywood in India."

Planman Life has released the music of the film in what was perhaps the third big event hosted by the producer for the media and guests.

"The name Planman Life was chosen to literally put 'life' into the extremely disorganised Indian entertainment business," Chaudhuri told IANS.

The movie also stars newcomers like Yash Pandit and Manjari Phadnis. The only known face is Sunny Deol.

The film has allocated Rs.40 million as advertising budget.

Chaudhuri has roped in advertising professional Prasoon Joshi, the national creative director of McCann Erickson, to write the lyrics of the film and has great confidence in the music of the film.

"The title song of the film is all set to become the new youth anthem of India, thanks to the immediate likeability of the high-energy melody coupled with Prasoon Joshi's amazing magic with words."

Says Joshi: "Writing for this film was a very pleasant experience for me. They were keen on experimenting with new expressions and words.

"I was moved by the absolute commitment and sincerity of the entire Planman Life team "


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