While most composers are busy creating fusion between Western and Eastern beats, not many have stopped to realise that the audiences of Indian cinema demand no such thing. In fact, the chartbusters of 2010 so far has gone onto prove that ethnic melodies, Desi lyrics and overall an Indian vibe in songs is the real ‘hit’ formula with audiences today.
A simple flashback at the chartbusters of 2010 proves this suspicion. For example, whilst Amit Trivedi’s Aisha title track was loved by many, equally as many, if not more, preferred to change the track to the second number in the album,’Gal Mitthi Mitthi Bol’, which is an out and out Punjabi number with very little use of even Hindi in it.
The recent success of Dabangg is the biggest indicator that Desi is in! ‘Munni Badnaam’ continues to rock charts while Rahet’s ‘Tere Mast Mast Do Nain’ continues to steal hearts all over.
Earlier this year Ishqiya was the album of the moment. After which Rajneeti took the charts by a storm. Mohit Chauhan’s ‘Bheegi Bheegi’ was appreciated, but the dark horse of the album was the traditionally sung ‘Mora Piya’, which went onto become a huge hit despite not even being featured in the film. Furthermore, as mentioned, Mohit’s ‘Bheegi Bheegi’ didn’t get as much acclaim as expected however the same Mohit Chauhan was heard again in Pritam’s Once Upon a Time In Mumbai soundtrack in a very Desi melody track, ‘Pee Loon’, which till date dominates charts. Of course one cannot forget the success of Pritam’s Khatta Meetha which featured a host of songs primarily sung in Marathi!
Like any observation and theory in showbiz, this one too has some exceptions. That being the rocking success of ‘Uff Teri Ada'(Karthik Calling Karthik), an out and out club number, and I Hate Luv Storys title track which is another true-blue club piece. So our composers are going and which way looks like only time will tell which way our listeners want them to go.