Switch to Star Plus and you see Sunny Leone with Ankita Lokhande shaking a leg in Zee Tv’s Pavitra Rishta for her upcoming movie Ragini MM2. Switch to Colors you will notice Ayushmann Khurana and Sonam Kapoor on the sets of Comedy Nights With Kapil. Turn on to Zee TV you get a glimpse of Sonakshi Sinha, Shahid Kapur and Prabhu Deva on the sets of Dance India Dance.
Not long ago I even saw Ranbir Kapoor on Rajshri’s daily soap Pyaar Ka Dard hai Meetha Meetha, Pyaara Pyaara. So, what are the big stars doing in these TV serials? Well, you guessed it right – “Promotion” of their upcoming flick! If a movie is about to release on Friday, the whole week you will see the star cast moving from one show to the other for their promotions via the platform of TV.
Off late, TV has become the development and a perfect medium to promote Bollywood Movies. Whether it is high budget movies like Karan Johar’s Student of the Year and Yeh Jawani Hai Deewani or small budget films like Bipasha Basu’s Aatma, film producers never leave any opportunity to assimilate the characters of their forthcoming movies to gel with the popular betiyaan and bahu’s. So, if the actors do not have time to visit the Tier 1 and Tier 2 cities they directly head towards the popular daily serials – From love sagas, family dramas to Reality shows and TV Awards.
From Salman Khan and Katrina Kaif (Ek Tha Tiger), Shah Rukh Khan and Deepika (Chennai Express), Ajay Devgun (Bol Bacchan, Himmatwala), Sonaam Kapor and Dhanush (Ranjhaana)to John Abraham (Vicky Donor, Shootout At Lokhandwala) and Ranbir Kappor (Barfi and YJHD)everyone seems to be turning salesman for a week after completing their films. So, does these salesman on TV really sell their product or is it the vice versa? While there is no guarantee whether the movies heavily promoted on TV screen may become a box office hit. However, one thing is clear and that is the escalating TRP’s of the serial and channel.
This is not a recent phenomenon but has its roots once again in the 1000’s of innovative formulas and tricks by none other than our very own TV czarina Ekta Kapoor. It all started when the TV serial producer turned film producer with her maiden project Krishna Cottage (2004). Initially, she started introducing the songs of her movies into the serials featuring on the lead protagonists. However, with Kya Kool Hai Hum she started introducing the characters of the movies through her serials by showing Mahasangams. More of the people visualize Anuraag and Prerna of Kasauti Zindagi Ke when they hear Bepanah Pyaar Hai Aaja, the famous song in Krishna Cottage then Isha Kopikaar’s and Tusshar Kapoor’s face. That was the impact!
Ever since the concept started, it was always the TV Soap that gained much attention than the stars. I remember, all my female friends who hate daily soaps switched to Pyaar Ka Dard Hai Meetha Meetha, Pyaara, Pyaara only to have a glimpse of Ranbir Kapoor and there were many like them. However, it seems that although the TRP’s of the serial escalated, very few of these ardent Ranbir fans actually loved the 5-10 minute Ranbir act of promoting Yeh Jawani Hai Deewani.
The phenomenon may work well with Ekta as both the serial and movie is produced under her banner “Balaji Productions” – making it for her a win-win situation. Besides, she has her own unique way which makes the actors less promotional and more sensible. But for others, the promotions really bring them down from the levels of stars to salesman and that to a bad one!
By: Deepti Verma
Image Source: IANS