'Fukrey' a very unusual title for a movie, is not an easy title to pronounce or perhaps even to explain, 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 Vipul Vig.
Ritesh and Farhan, who have led the way many a time in their decade-long career, have this time come up with the marketing innovation of giving the viewer a high-energy video that describes the meaning of 'Fukrey', a word which actually means goof for nothing.
Explained 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 added, "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."
Directed by debutant Mrighdeep Singh Lamba, 'Fukrey' stars 'Bittoo Boss' Pulkit Samrat, Manjot Singh (of Oye Lucky Lucky Oye famed) and Ali Fazal. Richa Chaddha and Priya Anand (of 'English Vinglish' fame) feature as the leading ladies in the film. 'Fukrey', produced by Excel Entertainment, releases June 14.