Category: marketing
Thamma director Aditya Sarpotdar defends use of item songs: “They’re marketing assets, but my story unfolds through them”
Filmmaker Aditya Sarpotdar, who is currently basking in the success of his latest release Thamma, has addressed the ongoing criticism surrounding the film’s inclusion of three item songs ‘Poison Baby’, ‘Tum Mere Na Huye’, and ‘Dilbar Ki Aankhon Ka’. The director, who earlier delivered the horror-comedy hit Munjya within the universe, responded to the debate in an interview with SCREEN, explaining his creative reasoning and how such songs play a functional role in modern storytelling and marketing. Reacting to the backlash, Sarpotdar stated, “All these things are marketing assets that lead you into a film. What counts is what the film gives you in the end. For me, when these songs appear, they’re there because my story unfolds through them.” The filmmaker emphasized that the tracks are not inserted merely for glamour but are woven into the narrative to enhance its rhythm and emotional beats. The discussion around Thamma’s music gained traction after audiences questioned the need for three distinct item songs in a horror-comedy. Addressing the criticism head-on, Sarpotdar pointed out that audience perception seems to have shifted in recent times. “This is the same audience that loved ‘Taras’ in Munjya and ‘Aaj Ki Raat’. Nobody had a problem then. But now, suddenly, it’s an issue. Maybe it’s just happening more often, so people are reacting differently,” he remarked. Thamma, which stars Ayushmann Khurrana and Rashmika Mandanna, marks the first love story set within the Maddock Horror Comedy Universe an interconnected cinematic world that includes Stree, Bhediya, and Munjya. Despite receiving mixed critical reviews, the film continues to perform steadily at the box office, drawing audiences for its blend of romance, supernatural intrigue, and quirky humour. Aditya Sarpotdar’s response reflects a broader conversation about how item songs are evolving in contemporary cinema from being standalone entertainment numbers to narrative devices and powerful promotional tools. As he puts it, what truly matters is the story that remains long after the music fades. With Thamma, Sarpotdar once again proves that commercial appeal and storytelling can coexist even if it means defending a few catchy beats along the way. Also Read: EXCLUSIVE: Thamma actor Rachit Singh aka Veeran on waiting 10 years for the big break, “In these 10 years, I was working every day”; also reveals that his body transformation took 9 months.
Atlee directs Rs. 150 crores Ching’s Desi Chinese ad starring Ranveer Singh, Sreeleela and Bobby Deol
In what could easily be one of the grandest advertising projects in India, filmmaker Atlee, known for his blockbuster hits like Jawan and Theri, has directed a Rs. 150 crores commercial for Ching’s Desi Chinese. The mega ad film stars Ranveer Singh, Sreeleela, and Bobby Deol in leading roles bringing together an electrifying mix of Bollywood’s most dynamic stars under Atlee’s high-octane direction. The upcoming campaign is said to be mounted on a cinematic scale rarely seen in the advertising space, complete with elaborate sets, extensive VFX, and a multi-location shoot schedule. The production reportedly aims to blend Atlee’s signature massy storytelling with the quirky, high-energy brand persona that Ching’s Desi Chinese is known for. According to an independent industry source, “The ad campaign for Ching’s Desi Chinese, featuring Ranveer Singh, Bobby Deol and Sreeleela directed by Atlee, is being made on a massive budget of around Rs. 150 crores. This alone makes it one of the biggest ad campaigns ever executed, featuring celebrated stars and a huge budget.”This marks Atlee’s first commercial project after the massive success of Jawan, which starred Shah Rukh Khan and became one of India’s highest-grossing films. His collaboration with Chings and Ranveer Singh who previously fronted the brand in a series of humorous and action-packed ads signals a fresh and ambitious phase for the food brand’s marketing. With the addition of Bobby Deol, currently riding high after his web show The Ba***ds of Bollywood, and Sreeleela, one of South cinema’s fastest-rising stars, the project has already generated massive curiosity. The extravagant campaign is expected to redefine how Indian brands approach advertising with cinema-scale storytelling meeting brand creativity. Also Read: CONFIRMED! Ranveer Singh’s Dhurandhar trailer to drop on November 12.
The New York Times
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