Shut up! It’s ‘F’ for Fukrey

Shut up! It’s ‘F’ for Fukrey

    Fukrey is not an easy title to pronounce or perhaps even to explain to the hoi polloi, except in North India. In their attempt to make the task of understanding their title easier for everyone involved, the evolved producers — Ritesh Sidhwani and Farhan Akhtar — have actually come up with an animated jingle composed by Ram Sampath and written by Swanand Kirkire. 
    Coming back to Fukrey, Ritesh and Farhan, who have led the way many a time in their decade-long career — be it making path-breaking cinema like Dil Chahta Hai (2001) and Zindagi Na Milegi Dobara (2011) — have this time come up with the marketing innovation of giving the viewer a highenergy video that describes the recipe of being Fukrey (that is colloquial for good-for-nothing or someone who’s perpetually broke). 
    Says Ritesh, “This is the language of the film. It’s the first time a filmmaker is doing a jingle to promote the title. We were thinking of the best way to explain the meaning of Fukrey. And that’s when we came up with the idea of this jingle. In the digital world, animation works very well. We thought it would be a nice way to introduce our Fukras. Ram is a renowned talent in jingles.” 
    Farhan says, “Fukrey is a word that the people of Delhi and certain sections of North India are very 
familiar with. Of course, it is alien to a lot of us who are from elsewhere. Hence, the need to explain its meaning is important. Getting an animated jingle seemed like a fun way to do it because it definitely captures the youthful energy of the film.” 
Fukrey, produced by Excel Entertainment, releases June 14.

Ritesh Sidhwani and Farhan Akhtar.