After getting John Abraham to do a book reading, sing live for the audience, launch a lie detector standee at cinema halls and bring back the LP discs that were a hit in the â€™50s, the producers of Jhootha Hi Sahi, Saregama and Madhu Mantena, have now attempted to break the Limca Book of Records in a bid to do innovative promotion.
â€œCall Me Dil was selected after it got numerous requests from the listeners to play the song on air. This is the first time a Bollywood film track has been repeated 360 times on any radio channel in a single day across 15 cities in India. In fact, a team from the Limca Book of Records was present to monitor the airplay at the radio station,â€ says Apurv Nagpal, MD, Saregama India Ltd.
Jhootha hi SahiThe song has been written by Abbas Tyrewala and composed by Academy Award winner A R Rahman. An official from the radio station, on condition of anonymity, says, â€œThe Limca record has been broken, however the official confirmation is yet to come.â€
â€œThis is the first time that any radio station has played a specific song so many times. If it gets us an entry into the Limca Book of Records, it will be the icing on the cake,â€ says Ashit Kukian, COO, Radio City 91.1 FM. â€œWe believe this strategy to promote the soundtrack of a film will change the way music is promoted on the medium,â€ Kukian adds.
Apart from Abraham, Jhootha Hi Sahi stars Pakhi, Raghu, Mansi Scott, Prashant Chawla and Omar. The movie hits theatres today and revolves around Abrahamâ€™s character, a compulsive liar, who gets into trouble because of his habit.