SEL shoot with Hardkaur for 'Johnny Gaddaar' promotion 
By Joginder Tuteja, September 10, 2007 - 09:17 IST
'Johnny Gaddaar' is slated for release on 28th September and it's makers are leaving no stones unturned to ensure that the film gets noticed for it's worth. Soon after the music release of a fortnight back, a complete soundtrack has now arrived at the music stands.
The album is also unique since it the trio of Shankar, Ehsaan and Loy don't just compose but also co-produce the album with Adlabs. This translates into the fact that the trio would gain profit shares from the sales revenue.
To give a strong push to this unusual though innovative soundtrack, a music video has just been shot for a track titled 'Doob Jaa Mere Pyaar Mein'. The video features all the three members of the composing team along with British Asian pop-star Hardkaur.
"We had a blast while shooting for the video", says Shankar Mahadevan excitedly, "The video has turned out to be a great experience as all four of us had absolute 'dhamaal' while jiving to our own beats. The video has been interspersed with clippings from the film and has turned out to be quite attractive and catchy."
Not many are aware that Shankar, Ehsaan and Loy were the last minute inclusion to 'Johnny Gaddaar'. "To begin with, we were not quite keen on taking up the project", confirms Shankar, "We were running extremely busy and the film was almost near completion."
"Sriram Raghavan, film's director, urged us to just have a dekko at some of the scenes and then take a call. To say that we were blown away with the rushes would be an understatement."
"The film allowed us to break barriers and incorporate a retro feel. We had a free hand in creating a particular sound and I believe we have managed to get it the way we wanted", he informs.
Have they thought about a promotional strategy? "Yes, I fully agree that promotion is of paramount importance for building an awareness, especially for an album like this", explains Shankar, "This music video is a first step in this direction which would raise the curiosity factor. The title song is already going along with the promos and would feature in the film."
Doesn't it become a risky preposition when you try to do something that is in contrast to the trend and is a little too 'different'?
"Of course it is risky, though fun", says Shankar promptly, "I am aware about the fact that an album like this can go this way or that way. We had encountered similar apprehensions in case of 'Dil Chahta Hai' too. Wasn't it worth it after all?"
Well, there weren't any apprehensions when the music of their latest chartbuster 'Heyy Babyy' had arrived. It was an album that was always supposed to go the right way the moment 'Ishq Mohabbat' came on screen. "That's true, it was a 'pucca' commercial score all the way", says Shankar with a glee, "Marketing too was superb and the result is that today each of the songs from the film is quite popular with 'Mast Kalandar' being the most recent hit."
Which was their favorite song from the film? "To be honest, it is the soft number with the kid, 'Meri Duniya' which has been our favorite. It was made with so much of love and affection. We always knew that the song would strike a chord with the audience once it will be seen in the film. I am glad that during last two weeks of the film's running at the theaters, 'Meri Duniya' has been noticed so well in spite of other songs from the album being more heavily publicized."
All eyes are now set on 'Johnny Gaddar' which completely deviates from the kind of sound that one has heard in last five blockbuster scores by Shankar-Ehsaan-Loy, namely 'Kabhi Alvida Na Kehna', 'Don', 'Salaam-E-Ishq', 'Jhoom Barabar Jhoom' and 'Heyy Babyyy'. Will 'Johnney Gaddar' be the sixth?
Produced by Adlabs, 'Johnny Gaddar' is a crime thriller and stars Dharmendra, debutant Neil Nitin Mukesh, Vinay Pathak, Zakir Hussain and Rimmii Sen.
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Johnny Gaddaar is a reverse kind of suspense thriller
