Joginder Tuteja, Bollywood Trade News Network

For one of the biggest releases of the second half of 2008, SINGH IS KINNG, the makers have got the entire cast together for the promotional music video of the title song 'Singh Is Kinng'. Composed by Pritam, the number has been shot on the sets that are similar to the ones which were seen in JAB WE MET's 'Mauja Hi Mauja' (remember the one with a glass tunnel?). This time around, the number includes not just Akshay Kumar, Katrina Kaif and Neha Dhpia but also Javed Jaffrey and Sudhanshu Pandey along with Om Puri, Yashpal Sharma and Manoj Pahwa.

The trend of including the entire star cast in a promotional music video was pioneered by Firoz Nadiadwala way back in 2006. The film was PHIR HERA PHERI where everyone from Akshay Kumar, Suneil Shetty, Bipasha Basu and Rimi Sen to Johney Lever, Om Puri, Suresh Menon, Rajpal Yadav and Sharat Saxena had come together on the same platform. The song was Himesh Reshammiya's sung and composed 'Ae Meri Zohrajabeen' which was a massive hit. This was followed by Nadiwadwala's own FOOL N FINAL (2007) where the enterprising producer again managed to get his huge cast together.

In fact Nadiadwala made it three in a row when for his title song from WELCOME; he got together Akshay Kumar, Katrina Kaif, Nana Patekar, Anil Kapoor and Mallika Sherawat. Yet again, the song was a runaway hit and got the film instant eyeballs. Ditto in case of CHAK DE INDIA where Shah Rukh introduced his entire women hockey team. Though the music video was panned before the film's release, it became a hot property once the film became a blockbuster!

Very recently, Kumar Mangat too tried the same formula for the title song of ONE TWO THREE. This Raghav Sachar tune saw practically the entire cast comprising of as many as 14 characters shooting together for a song.

With Vipul Shah too joining the fray in SINGH IS KINNG, seems like the trend is only going to grow further when it comes to multi starrers.