Why AASHIQUI 2 could repeat the success of original AASHIQUI?

glamsham.com editorial
22 April 2013
Why AASHIQUI 2 could repeat the success of original AASHIQUI?

By Enkayaar, Glamsham Editorial

The year was 1990 and the world of cinema was struggling to find a foothold for itself, as it was hit by era of piracy, average quality music, and this parched ocean came AASHIQUI directed by Mahesh Bhatt and it apart from catalyzing the era of romance in Hindi cinema also created a template for success, of expanding the ambit of music to fans by bringing down the costs. It also gave rise to a new music label T-Series, which has not looked back since then and continues to redefine the paradigms of music making and even film making.

As a befitting tribute to this Outlier moment of Hindi cinema, and in the era of remakes, Mahesh Bhatt also decided to revisit his success template and roped in the marketing strength of T-Series as a brand to create the era of nostalgia of 90s once again with AASHIQUI 2. The moot point is whether AASHIQUI 2 would be able to live up or surpass the template of success that AASHIQUI had created?

From a management perspective, if one were to analyze it, one factor that would go in favor of AASHIQUI 2 would be that the basic raw material that defines a product remains the same, and it is more an extension of the brand AASHIQUI as it is Vishesh Films that is producing it, the director also belongs to the same production house, coupled with it is the fact that music is marketed by the same company but with a more pronounced presence around the country side or rather around the world, as compared to nineties when T-series was trying to carve out a niche for itself.

In the present times of remakes of the films which have been roaring hits from the past, the modern interpreters of these success templates, in their zeal to be different, but riding on the brand value of the name have tried to deviate from the story or give it a modern interpretation, but Vishesh Films seems to have stuck with the original template with a modern interpretation and this could be the reason why AASHIQUI 2 could also be a success story as was AASHIQUI.

Another template of continuity from the original in AASHIQUI in AASHIQUI 2 has been that it contains 11 songs, harking back to the original and AASHIQUI 2 would be rare film in the present times having so many songs for a film.

The ubiquitous black leather jacket that Rahul Roy wore in AASHIQUI has been sported by Aditya Roy Kapoor in AASHIQUI 2 and the posters also hark back to the era of AASHIQUI showing the still akin to moments of passion between lead players conjoined inside a leather jacket.

One only hopes that AASHIQUI 2 succeeds and underlines the fact that if one is remaking film, it should adhere to the original timber and not change the contours in such a manner that a connect with the iconic success story from the past is established more as disjoint rather than as harmonic extension.


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