Gujarati cinema goes the Bollywood way with promo songs

If you thought it was only Bollywood that was into making special promo videos for their films, think again! These are songs that aren���t really a part of the actual film but contribute to promoting the films (think: Aaahun Aahun from Love Aaj Kal or the Har Kisi Ko Nahi Milta from Boss), Gujarati cinema too has gone the Bollywood way now. These songs are high on the visual factor and have catchy, singable tunes that the audiences can take to easily.
Gujarati cinema���s most recent superhit Whiskey Is Risky had a promo song too, targeted at youngsters. They turned their popular romantic song, Ek Vaat Emaj Amasti into a dub-step EDM complete with a collage of scenes from the film and a hip hop dance silhouette routine going on in the background. Amit Rao, who directed the video of this song, says, ���We had a lot of fun trying out different angles and techniques for the video. Being a youth oriented film, we wanted to give it a slightly international touch so that it would gel well with youngsters.��� The video is now available online and seems to have received a good response. The song has been mixed by DJ Shalin and sung by Parthiv Gohil.
Let���s hope that more filmmakers get into the groove too!