Desi is the surefire hit

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The desi look goes with the mood of the songs that have a direct link to the audiences’ hearts

Whether it’s Malaika Arora, Kareena Kapoor, Sonakshi Sinha or any of the gori girls doing item songs, one thing seems constant — the rustic flavour. Sameera Reddy’s red hot choli and skirt in the latest item song for Chakravyuh, Katrina Kaif’s yellow kasta sari in Chikni Chameli Kareena’s neon green lehenga in Halkat Jawani, Vidya Balan’s traditional nauvari in Mala Jau De and Malaika Arora Khan’s ghagra-choli in Munni establish the desi connect.

The film frat and trade analysts agree that desi is the preferred flavour for such special songs.
Explaining why, trade analyst Amod Mehra says that such songs are aimed to titillate the masses more than the classes. “Item numbers are mainly for the front-benchers and single theaters. So, the desi look is to give more identification with a gori chitti dreamgirl look adding to the charm. Audience finds the desi touch more relatable than an urban chic look,” says Mehra.
“The desi look usually goes with the mood of the songs that have a direct link to the audiences’ hearts right from the rural areas to the urban ones. Also, the folk moves in the dances look more graceful in desi outfits. Not to forget, those dresses go on to become fashion statement,” says film critic Priyanka Ketkar.
Film director and screenwriter Sanjay Puran Singh feels, “India is a colourful canvas of myriad hues of ethnicity. Cinema as a medium has widened its horizons to encompass experimentation in terms of content and avant-garde concepts. Today the proliferating trend of steamy item numbers is also drifting towards a change. The raging, rustic desi avatar calibrated on celluloid is a hit with the audiences.”
“The connectivity and relativity to these ethnically authentic songs is immense, hence, culminating in their success. Filmmakers are going back to their roots to garner the audience’s appreciation and attention. By blending the rawness of the roots with contemporary flamboyance, they have caught the right nerve of the common man,” adds the director.
According to a news report, actress Sameera Reddy says that item songs are finally getting their due. “Today these item numbers have a prestige value. Item songs now have a capacity to push a film,” said Sameera.