That seems to be Bol­ly­wood’s cur­rent mantra, as stars pro­mote each oth­ers’ films with fun videos

Hindustan Times (Patna) - Live - - Front Page - An­juri Na­yar Singh an­­yar@hin­dus­tan­

Com­pe­ti­tion seems to have taken a back­seat in Bol­ly­wood with A- list ac­tors us­ing the new­est mar­ket­ing tool — Dub­s­mash — to pro­mote not just theirs, but fel­low ac­tors’ films too.

In re­cent videos on­line, ac­tors Amitabh Bachchan and Anushka Sharma can be seen mouthing the di­a­logues from San­jay Leela Bhansali’s up­com­ing film Bajirao Mastani, star­ring Ran­veer Singh, Deepika Padukone and Priyanka Cho­pra. Not too long ago, the team of Dilwale — Shah Rukh Khan, Ka­jol, Varun Dhawan and Kriti Sanon — danced to the lead song of Sal­man Khan’s Prem Ratan Dhan Payo, and Sal­man and his co-stars re­cip­ro­cated by danc­ing to Tu­jhe Dekha To Yeh Jana Sanam from the 1995 hit Dilwale Dul­ha­nia Le Jayenge. Ear­lier too, just be­fore ac­tor Priyanka Cho­pra’s Amer­i­can show Quan­tico came on air, many ac­tors such as Son­akshi Sinha and Ran­veer made Dus­b­s­mash videos to pro­mote it.

Trade an­a­lyst Atul Mo­han says that such ges­tures strengthen re­la­tion­ships in the in­dus­try. “This helps you understand that the film fra­ter­nity is like one big fam­ily. Also, it is very ben­e­fi­cial for the project be­cause it adds more star power to it,” he says. Ac­tors say that the con­cept of com­pe­ti­tion in the film in­dus­try has changed over the years. “We are not the com­pet­i­tive kind, who are out there to out-do each other. We are all com­fort­able shar­ing space. We re­spect and enjoy each other’s work as well. There is com­pe­ti­tion, but enough work too. So it’s not like we are all try­ing for the same role,” says ac­tor Arjun Kapoor.

Trade an­a­lyst Ko­mal Nahta adds that so­cial me­dia plat­forms have helped pub­li­cise ac­tors’ sup­port to each other’s projects, but it was al­ways there. “Ear­lier, ac­tors would just call up one an­other and say that they loved the trailer or the song. Now, they put it up on so­cial me­dia, where ev­ery­one can read,” he says.

The team of Dilwale dance to the ti­tle track of Prem Ratan Dhan Payo (PRDP) Clock­wise: Son­akshi Sinha promotes Priyanka Cho­pra’s Quan­tico ; Anushka Sharma mouths a di­a­logue from Bajirao Mastani ; Ali Za­far made a video to pro­mote Dil Dhadakne Do; The PRDP team re­cip­ro­cates by danc­ing to Tu­jhe Dekha Toh from DDLJ (1995)

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