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The ‘Dum Maaro Dum’ irony

By | Updated: May 12, 2011 1:08 pm
The ‘Dum Maaro Dum’ irony

Is Abhishek Bachchan nullifying the central issue of his film Dum Maaro Dum by talking about the ill effects of drug abuse? It somehow feels forced, because the campaign nullifies the ‘high’ the team has been trying to create with its trippy promo

At a promotional event of Anees Bazmee’s film Thank You, a journo asked about the promotional strategy being used: “Your film is about marriage, so you are getting couples married. If the film was a murder mystery, would you get someone killed?” This brought the house down, with giggles galore all around, but somehow Suniel Shetty brought back a teeny bit of sanity. However, for Rohan Sippy’s Dum Maaro Dum the promotional drive is in total contrast, far more serious and issue-based. Leading actor Abhishek Bachchan is going around town talking about the ill effects of drug abuse. It somehow feels forced, because the campaign nullifies the ‘high’ the team has been trying to create with its trippy promo, where Deepika Padukone is shaking her booty to the groovy title track. Everything about the film is anti-establishment, and the lyrics of Mit jaye gham are borderline crass. So, the question is, since everything about the film is gritty and dark, does it make sense to use an opposing anti-addiction campaign peg for the promos? Somehow timing it with the release of Dum Maaro Dum makes it look like compensation for a guilt trip more than anything else. Mr Sippy would know better…

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