The Tauba Tauba Effect: If Viral Film Music Is Making You Watch Trash Cinema, Please Rethink
The Tauba Tauba effect: Are Instagram reel trends controlling the success of films over content?
If you have opened your Instagram in the past 2 weeks, you will surely see an influencer, a friend, or a relative trying the hook step of ‘Tauba Tauba.’ Reels have become an integral part of our lives as much as a song is to a film. Music is an inseparable fabric woven into the very essence of Indian cinema. The recent phenomenon of a song single-handedly propelling a film to box office success, exemplified by ‘Tauba Tauba’ from Bad Newz, has ignited a question in mind on the evolving dynamics of the Indian film industry. Is the era of content supremacy waning, replaced by the reign of catchy tunes and viral reels again?
Indian Music On Reels
This question has been in my mind for a long time as the remake of ‘Dekha Tenu’ from the original ‘Shava Shava’ led people to watch the underwhelming film- Mr And Mrs Mahi. Apart from the common star power, a Jhakaas track in the film has become integral which will lead the audience to watch the film instead of the actual plot. Don’t get me wrong, Vicky Kaushal’s dancing looked more than fine and got me drooling too, but when I went to watch the film, it just made me think, did I just come here to watch him do that?
I remember watching a segment called “Music Composers’ ADDA” on Anupama Chopra’s Film Companion, where Vishal Dadlani narrated a funny story about a funny lyricist. “He had a strange look,” Dadlani said. “He came to us with his red hair and red beard and started singing, ‘Ding Dong Ding Dong Dhada, Tere Ishq Ne Mujhko Mara.'” Now at first, I laughed at the mere audacity of the person, but soon made me realise it is so much better than ‘Tera Pyaar Pyaar Hookah Bar,’ which also was an integral hit. It then hit me, have the songs taken the lead again?
But after the success of films like Kantara, 12th Fail, Laapataa Ladies, and more, I assumed we as an audience had transformed into the “Content is king era.” I enjoy watching commercial cinema with idiotic comedy, but while watching a mindless film like Bad Newz, I just wonder if the makers also left their minds while making it. The beautiful song ‘Sajni’ from Laapataa Ladies also got very famous on the reels, but it played an integral part in the film. The lyrics just made sense and you could easily connect them with the film.
Going Back To The 90’s
Before delving into the contemporary scenario, it’s essential to revisit the golden age of Indian cinema, an era dominated by the musical genius of Kishore Kumar. Films like Amar Prem and Padosan were undoubtedly cinematic masterpieces, but there’s no denying the iconic status of songs like ‘Rukiye Zamane Duniya Wale’ and ‘Mere Sapno Ki Rani.’ These melodies often picturized on the leading man, were integral to the film’s success, but they were also seamlessly woven into the narrative. The songs were not mere fillers but powerful storytelling tools that enhanced the emotional impact of the film. Singers like Mohammad Rafi used to sing along with the emotions in the film which enhanced the appeal.
Fast forward to the present, and the landscape has dramatically shifted. While films continue to be a visual medium, the power of music, amplified by social media, has taken centre stage. A catchy tune, coupled with a visually appealing reel, can generate immense buzz, driving audiences to theatres. It’s not wrong, but shouldn’t be the ONLY good thing captivating the audience to the films.
So Are We As An Audience Getting Dumber Or Smarter?
While a well-crafted song can undeniably boost a film’s prospects, it’s crucial to remember that it’s just one piece of the puzzle. A film’s success ultimately hinges on its ability to engage the audience on multiple levels. Content should always be king. With shorter attention spans and the constant influx of content, catchy songs and viral trends offer a quick and easy way to capture audience interest. However, this doesn’t necessarily mean that audiences have become dumber. It simply reflects a change in consumption patterns.
The challenge for filmmakers lies in striking a balance between creating compelling content and leveraging the power of music and social media. A film that offers both a strong narrative and catchy songs is more likely to find long-lasting success. I believe that the content of the film must always overpower and that as an audience we should keep that in mind. The songs should make sense of the storyline.
First Published: July 25, 2024 5:33 PM
