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Little Man Big Lessons
New Delhi, December 15, 2011
Oye! 104.8 FM is at it again. The most Filmi station of the country has come out with yet another hilarious Ghazal-ized TVC based on its popular property Khas Peshkash. The latest TVC that has been directed by one of Bollywood’s most respected film directors Pradeep Sarkar, and is inspired from the song Bhaag DK Bose.
This is Oye! 104.8 FM’s second TVC release. The first TVC, also directed by Pradeep Sarkar, was based on the Khas Peshkash version of item number “Shiela ki Jawani”. The video of this commercial has gathered great response from listeners and has also found recognition in Bollywood. Shah Rukh Khan said “I love the part when the ghazal singer keeps singing Bhat’s my name and a lady from the crowd says ab bata bhi dijiye na”. Worth a watch if you have not seen it.
The “Bhaag DK Bose” TVC is set in a train’s crowded sleeper compartment. A troupe of local musicians enter the coach with their gear to entertain weary travelers and make some money. But as most Indians know, such troupes can be as disruptive as they are entertaining; in this case the musicians target one odd young man sitting in the compartment, determined to bring out his inner Bollywood fan.
Khas Peshkash is Oye! 104.8 FM’s hottest property taking famous Bollywood item numbers and turning them around completely to give them a Ghazal flavor. “Its simplicity is what makes Khas Peshkash stand apart from the clutter that can be heard on radio these days” said Virag Mishra, National Content Head. “Our production team has put in a lot of effort in re-doing songs like D.K. Bose and Sheila Ki Jawani because while we want to make these songs different and reach out to the common man, we do not want to strip the original tracks of their integrity.”
Oye! 104.8 FM content is now claiming a lot of listeners. “…they are talking about us and our content, we are trending. This is because features like Khas Peshkash, Cinema Ke Faiyde and Golmal are quality entertainment, it’s as simple as that” says Vehrnon Ibrahim National Programming Head Oye! 104.8 FM.
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