MxMIndia

Tag: Ranveer Singh

  • The actor plays protagonist in the new Thums Up campaign

    After Salman, Thums Up gets Ranveer Singh for a ‘Toofani’ act

    By A Correspondent

     

    Topselling cola Thums Up released its commercial starring actor Ranveer Singh, continuing with the ‘Toofani’ theme which had megastar Salman Khan as brand ambassador. The ‘Main Hum Bhi Hoon, Aur Khaas Bhi’ campaign is the second rendition of the creative expression – ‘Main Hoon Toofani’ which was launched early this year, notes a communiqué, adding: based on the idea of celebrating the ‘Khas’ in ‘Hum’, the campaign seeks to inspire its consumers to unleash their toofani or heroic spirit. It may be recalled in October this year, it was revealed that Salman Khan will no longer be endorsing Thums Up. Both Coca-Cola India, owners of the Thums Up brand, and Salman Khan had then issued a joint statement noting that since Salman Khan was committed to an existing relationship with a daily TV show, which this year happens to be sponsored by a brand that competes with the Coca-Cola India product portfolio In light of this, both parties have mutually decided not to renew their current contract.

     

    Launching the new Thums Up campaign, Debabrata Mukherjee, Vice President, Marketing, Coca-Cola India and South West Asia said, ‘Thums Up advertising is set apart by its energetic, fast-paced and stylishly rendered action. Ranveer Singh, with his palpable energy and inimitable style, will help amplify the aspirational quotient of the brand. Ranveer embodies the Thums Up philosophy in his personal life – an uncompromising attitude towards achieving one’s goals. We are confident that this partnership will work towards fulfilling the brand’s objectives.”

     

    The campaign has been conceptualised by Leo Burnett, led by National Creative Director Sachin Das Burma and has been launched through a film directed by acclaimed Hollywood director Simon West. West is known for his work in blockbusters like Con Air and Expendables 2.

     

    Commenting on the campaign, Burma, said: ‘It is a fact that nobody is born a Toofani, it is what you do in the face of adversity that makes you one! Real Toofani exists in everyone, it’s just that we need to recognize it and work towards achieving our goals. Following the brand’s philosophy of believing in oneself and inspiring people to unleash their true potential, the campaign focuses on the hero spirit that resides in every Thums Up drinker. It was a great learning experience working with someone of Simon’s caliber, as all the action sequences in the film are live and look nothing short of an action-packed rollercoaster ride.”

     

  • The idea was to establish the concept of regenerating energy, which sounds complicated but is actually extremely simple

    Technology comes alive in Ciaz Smart Hybrid commercial

    By A Correspondent

     

    Hakuhodo Percept’s new campaign for Maruti Suzuki’s Ciaz Smart Hybrid engine sedan went on air on Wednesday (October 19).

     

    The sedan which rolled out of the Maruti Suzuki stable across India last year, once again has brought in Ranveer Singh to tell customers how the vehicle regenerates braking energy for a smoother and efficient drive.

     

    Talking about the new campaign, Vinay Pant, AVP, Marketing, Maruti Suzuki said, “Ciaz Smart Hybrid has changed the segment completely with its futuristic style and technology. With our new campaign, the aim was to create a communication that defines the benefits of our product effectively. The campaign thus developed meets the objective perfectly.”

     

    The idea was to establish the concept of regenerating energy, which sounds complicated but is actually extremely simple.

     

    In the commercial, we see Ranveer Singh simply enjoying his drive, whilst the car is doing all the work. The technology behind the CIAZ Smart Hybrid regenerated braking energy is explained through a unique graphical visual with electric streaks. Dynamic and interesting, this depiction explains the working of Smart Hybrid technology through a stunning and sophisticated technique.

     

    According to Sabuj Sengupta, National Creative Director, Hakuhodo Percept Ltd.  “Our main objective was to highlight the Smart Hybrid technology in an extremely futuristic and simple way. An idea that’s easily understood by the CIAZ Smart Hybrid customer.”

     

  • (only for mxm): This integrated campaign aims to get India grooving to the #DandruffNahiChalega dance move

    L&K Saatchi & Saatchi conceptualises new Head & Shoulders campaign featuring Ranveer Singh

    By A Correspondent

     

    Head & Shoulders, P&G’s largest shampoo brand globally has launched a new campaign with brand ambassador Ranveer Singh. Conceptualised by L&K Saatchi & Saatchi, this integrated campaign aims to get India grooving to the #DandruffNahiChalega dance move, created by ace Bollywood choreographer and director Farah Khan.

     

    The TV and digital amplification featuring Ranveer Singh’s in four avatars brings to life the idea that perfect grooming means #DandruffNahiChalega.

     

    Delna Sethna

    Said Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi: “Bad grooming habits (read dandruff) and hooking up are inversely proportionate to each other. Now you team this seemingly innocuous proposition with great creative and an actor like Ranveer who’s unafraid to try “anything” and you get one remarkably filmy campaign. That we’re launching in true blue Bollywood style – A trailer, foot-tapping naachgaana from Farah Khan and avatars of Ranveer that you best discover online!”

     

     

    Binu Ninan

    Added Binu Ninan, Associate Marketing Director, P&G (Hair care): “We have product level win and with a news as big as the Best Ever Head & Shoulders we wanted a campaign that will put the brand at the front and centre of the idea. So when L&K Saatchi came up with the idea built around a dandruff torture test dance move, we knew this is it! Also, having the country’s hottest young actor as the brand ambassador gave us the opportunity to not only talk benefit but also create a lot of conversation.”

     

     

    Priyanka Chatterjee

    “It’s a real integrated campaign with TV, print, outdoor and social media work seamlessly together to drive. We hope best-in-class participation and engagement with the brand. The idea is core to the brand benefit and as the leader, only H&S has to right to say #DandruffNahiChalega”, said Priyanka Chatterjee, Senior Vice President, L&K Saatchi & Saatchi. The campaign goes live from today (Sep 1)

     

  • Ching's new campaign titled 'Ranveer Ching Returns' is a mini-Bollywood film around the brand

    Filmy Tadka to Desi Chinese

     

    The poster of ‘RanveerChing Returns’ must have caught your eyes, since it is all over social media. If not, we are here to update you. When the first poster was released many confused it for a new film of Ranveer Singh, directed by Rohit Shetty. No, it is not a Bollywood film but a filmy new campaign for the Capital Foods brand Ching’s.

     

    The film has unique content innovations and promises to be a game changer in terms of how brand integrations are done in the category. It had a premiere in Mumbai’s Chandan Cinema where in several fans watched the first screening along with the entire cast and crew including Singh, Tamannaah Bhatia and Shetty. And within a week, it will premiere exclusively on Sony Entertainment Television.

     

    The content and treatment of this film goes on to show how Ching’s has evolved as a brand. We spoke to Ajay Gupta, Managing Director, Capital Foods to know more about the brand’s journey and the new campaign.

     

    How has the marketing strategy evolved over the years?

    Since 1996, we have been focusing on a cuisine block called Desi Chinese. As the consumer kept evolving with experimenting with food outside in restaurants, we have been evolving the categories within the cuisine. Started with the most basic of sauces and hakka noodles and at some point we said the woman is ready to now experiment by cooking manchurian and paneer chilly at home. That is when the masalas came in. Then we saw an opportunity in soups. While there was soup in the market, it was at the premium end of the market. We ended up creating a single serve pack and going to the large mass consumers, creating a completely new consumer base for soups. And, somewhere down the line we also bought in noodles. Noodles came very late in fact. That is how we evolved our entire portfolio.

     

    Talk us through how the tagline – I love Desi Chinese – come about and how has it done for you?

    We all love Desi Chinese. The cuisine that connects this country from Kashmir to Kanyakumari, is Desi Chinese. You go to districts in Tamil Nadu and they may not have heard of tandoori but ask them about fried rice and chowmein, they know. Go up to Kashmir, you do an idli-vada, probably the idli will break your head, it is so tough but the chowmein is fabulous. And, that is a cuisine that has linked the country. People have called it with different names- Indo Chinese, Indie Chinese, we sat back and said we need to give it respectability now. That is where the line ‘Desi Chinese’ came up. ‘I love Desi Chinese’- it has connected with the consumers.

     

    What was the idea behind this new campaign?

    We went to Ranveer (Singh) and he agreed with us is because Ranveer and the brand marry each other perfectly. ‘I love Desi Chinese’ is what we want to own. This country loves Desi Chinese, not only in urban cities but in Tier I and II cities. How do you reach the masses? Through Bollywood. Go out and create a blockbuster. Who will make a blockbuster? Rohit Shetty.

     

    You came in at a time when there were other big players in the market. How easy or difficult was it for you?

    There were people who were doing sauces, there were people who were doing noodles but nobody was doing Desi Chinese. So, we have struck to a strategy, single-mindedly focused on everything that we do is around the cuisine Desi Chinese. We are a specialist when it comes to sauce and soup. I do not do all kinds of soups like others in the market do, we are doing Desi Chinese soups, sauces are Desi Chinese sauces, masalas are Desi Chinese masala and noodles are also Desi Chinese. So, I do not compete. I compliment them in the market.

     

    Ching’s has now moved on to sponsoring events and shows in a big way. So, what other plans do you have in store?

    You just saw a blockbuster (referring to the release of the Ranveer Ching Returns film). Give us a little time to sleep over this and enjoy what we have done and yes we will come back to you with something bigger and better. We are a hat ke brand. We do things differently and that is what you saw.

     

    When it comes to advertising, you have always been quirky and minimalistic in nature in terms of the scale and spend. Has it changed or still the same?

    The stereotype Ma-baccha is done to death. We keep saying we are a young country, so we need to talk to the young and the language they speak is the language we speak. We are a young brand, our core consumers are between 18 and 36 years, and we stick to the language they speak. We are quirky, fun and we are tadka. It is not about how much you spend. Good ideas and bad ideas is not about money. We create ideas; we spend the money and then bag those ideas. So, it is not really about how much money, you may get all the money and do stupid things, so, we spend enough.

     

    You were one of the firsts to explore the digital platform. How did you come up with the idea of experimenting in the digital space when others were still loyal to more traditional ways?

    As I said earlier, we are talking to the youth and if you are talking to the youth, where is the youth? Social media, all kinds of social media. We were the first who created one million fans on Facebook. We are very active on social media and we will continue doing that. If you look at this film, everybody has been talking in the last two years about these two or three minute films, then they celebrate when 50 thousand people watch it, they celebrate it on 100 thousand views. The trailer of our film has reached four million. Our strategy is very clear, we are there across. Where you spend money is not important, it is important what you are telling the consumer and how you are connecting it. We think we are connecting it right.

     

  • Kellogg India strengthens its ready-to-cook oats range with the launch of two new 'Garma-Garam' flavors, 'Masst Masala' and 'Hot Chinese'

    Kellogg India signs on Ranveer Singh as the new face of Kellogg’s Oats

    By A Correspondent

     

    Kellogg’s is refreshing its communication for their ready-to-cook range of Kellogg’s Oats in India. They are all set to launch the new campaign with Ranveer Singh as the brand ambassador for Kellogg’s Oats. The campaign will feature the versatile actor and fitness icon in a ‘garma-garam’ role in the new TVC and as part of a multi-dimensional effort that includes television advertising, alternate media, in-store and point-of-sale executions.

     

    With the great taste of Kellogg’s Oats at the center, the new Kellogg’s Oats commercial for its savory variants, “Masst Masala” and “Hot Chinese” is a slice of life concept built on the ability of social media to trigger a storm of speculation and frenzy.

     

    Commenting on this announcement, Sangeeta Pendurkar, Managing Director, Kellogg India, said, “Due to fast-paced lives and growing health awareness, consumers are looking for foods that are nourishing and quick-to-prepare.We have stayed true to the Indian consumer’s need for flavours that are locally relevant with the right combination of taste & nourishment. Hence, with intent to communicate our range of ‘garma-garam’ oats, we decided to rope in Ranveer Singh whose energy and enthusiasm is unparalleled. The vigour, dedication to fitness and fun that Ranveer brings to the table finds perfect synergy with the brand promise of ‘dil bharke khao’. We are confident that this association will help break clutter and deliver the brand message to the consumers in the most unique and impactful manner.”

     

    Talking about the campaign, Nandita Chalam, Senior Vice President & Executive Creative Director J Walter Thompson said, “It was a challenge to come up with an idea that showcases the brand & the category in a non-traditional space and when one of the country’s hottest stars signed up, fun and excitement were bound to follow. The idea behind the campaign is inspired by the media frenzy that can be triggered with a mere tweet by someone like Ranveer Singh and the TVC reflects this in a humorous and witty way. We are very happy with the end result and are confident that consumers will enjoy Ranveer and Kellogg’s Oats in a new garma-garam avtaar”.

     

  • Spends close to 50% of budget this yearon various ATL & BTL marketing activities in 22 states across India during this VivoIPLseason

    Vivo unveils high-impactintegrated marketing campaign

    By A Correspondent

     

    After the launch of its latest smartphones V3 and V3Maxin Mumbai, Vivo has launched a 360 degree marketing campaign to promote the brand amongst the consumers. With aggressive marketing plan chalked out, Vivo India is geared up to capture the hearts of millions of customers across India.

     

    Riding on the IPL bandwagon, Vivo started with the first ever Vivo IPL trophy tour to six cities in India, where thousands of fans got the first-hand experience of VivoIPL trophy. With the new brand ambassador Ranveer Singh, Vivo has recently launched its first ever TVC shot by renowned Bollywood director and filmmaker Dibakar Banerjee. The TVC has been launched during Vivo IPL for its latest devices V3 and V3Max.

     

    Sharing his excitement on launch of various marketing initiatives, Jerome Chen, DGM, Vivo India said, “We are a young brand in India and our association with IPL as title sponsor, brings us to the forefront of our consumers. We have spent close to 50% from our year’s budget on our ATL and BTL marketing campaigns this VivoIPL season. Vivo signifies youth and enthusiasm therefore we signed Ranveer Singh as our brand ambassador. Our new TVC with Ranveer,showcasedduring the V3 & V3Max launch, will be on air across channels.

     

    In a unique initiative, Cricket lovers and VivoIPL fans can also watch matches from the Vivo Hi-Fi box in each stadium during the season. This time in VivoIPL, fans who don’t visit the stadium can experience the stadium-like environment at VivoIPL fan parks in 34 cities across India as compared to 16 fan parks last year.

     

     

  • New campaign features new brand ambassadors Ranveer Singh and Alia Bhatt; Refreshes logo to further strengthen brand imagery

    MakeMyTrip unveils campaign to drive growth in India

    By A Correspondent

     

    MakeMyTrip hasunveiled its new campaign with brand ambassadors Ranveer Singh and Alia Bhatt.In line with thecompany’s efforts to tap into the hotel bookings segment and further build on its leadership position, the new brand campaign aims to drive consumers to shift from offline to online for hotel bookings. As part of this campaign and in a move to further strengthen its brand imagery, the company has also refreshed its logo.

     

    The campaign highlights compelling and relevant benefits of booking hotels on MakeMyTrip such aswidestrange of hotels to choose from, great deals, trust andreliability – all of which are key drivers of online hotel bookings.The high decibel national multi media 360 degree campaign will heavily be promoted on TV, radio, outdoor, social media and digital platforms from 20th March.

     

    Rajesh Magow, Co-Founder and CEO-India said, “The year 2015 saw the online hotel bookings market opening up due to smartphone penetration and better bandwidth. At MakeMyTrip, we have witnessed phenomenal growth in our India standalone hotels business. In fact, in Q3 2015-16 alone, the transactions for standalone hotels booked on mobile increased by 756.4% year-on-year. We believe that this is just the beginning. The Indian hotels market is still highly underpenetrated and fragmented and we have made aggressive efforts to tap into this segment. Our current campaign is also reflective of our larger business strategy of rapidly growing our hotels business. With this campaign, we seek to bring new customers into the online hotel category .Our value proposition is that whatever be the customer need, they can find a hotel of their choice on MakeMyTrip – quicker and cheaperand our new campaign completely resonates with this philosophy.”

     

    Commenting on the new campaign, Saujanya Shrivastava, CMO, MakeMyTrip said “As market leaders, we have taken on the task of online hotel category expansion. The campaign seeks to catalyze the shift of offline to online by providing tangible reasons to non-users and fence sitters to come to MakeMyTrip for their hotel booking requirements.

     

    The campaign marks the debut of our new brand ambassadors Ranveer and Alia. They truly represent the new age Indians – confident, bold and dynamic. They are a great fit with the brand and we are sure that through this campaign, we will also inspire more of India to travel! “

     

    The campaign will have high visibility and impactful 360 degree approach, activating every possible touch point with the consumer. It will be supported by an all rounded TVC campaign including GECs, News channels and high impact print exposures and a prominent presence across the IPL. There will be an aggressive and sharply targeted outdoor plan; along with activations in the digital platforms as well.

     

    Talking about the creative concept, Bobby Panwar, Managing Director, South Asia, Publicis Worldwide said, “We focused on a singular fact that the brief pointed to – a large part of travellers prefer to walk into a hotel and book. They believe that they can get a better deal ‘directly’. The idea was create dissonance in these over confident travellers and dramatically highlight the inadequacy of this ‘direct’ approach while reinforcing the MMT advantage. The presence of Ranveer and Aliya allowed us to create the histrionics required for this dramatization.”

     

  • He will drive drive the philosophy of 'Sada Sexy Raho' further

    Ranveer Singh appointed brand ambassador of Set Wet deos

    By A Correspondent

     

    Marico has announced Bollywood heartthrob, Ranveer Singh as the new face and brand ambassador of Set Wet deodorants.   Set Wet, a brand synonymous with hair gels in India, had undergone a successful repositioning last year with the Sada Sexy Raho campaign. Following the success of the initiative, Marico has announced the signing of Ranveer Singh as the brand ambassador for the Set Wet deodorant portfolio who will now further drive the philosophy of ‘Sada Sexy Raho’.

     

    Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “We are delighted to have Ranveer Singh as the face of our Set Wet range of deodorant range.

     

    Apart from being probably the most popular star in the brand target consumer, Ranveer also happens to live the brand philosophy of Sada Sexy Raho. Brand Set Wet extolls young men to give up inhibitions & let their charm & passion show in everything they do – a philosophy Ranveer himself lives by. I think Ranveer & Set Wet are a potent mix with which we can create magic.”

     

  • The campaign, titled 'India Ke Hunger Ki Bajao', is a global fund-raising drive initiated by Ching's Secret with Akshaya Patra

    Ranveer Singh supports fund-raising drive in association with Akshaya Patra Foundation

    By A Correspondent

     

    Ching’s Secret is known for its inimitable approach towards food and life. With a mission to bind the world together with its taste, Ching’s secret has undertaken a unique challenge to fight hunger amongst school children, with brand ambassador Ranveer Singh. The campaign, titled ‘India Ke Hunger Ki Bajao’, is a global fund-raising drive initiated by Ching’s Secret (and YRF) with not-for-profit organisation Akshaya Patra, to appeal to people to donate a small amount of 750 INR to feed a child for an entire year and to ensure that hunger does not stop children from getting an education.

     

    Conceptualised and created by Yash Raj Films, in association with Bad Clown productions, this campaign has been digitally integrated and amplified by Fluence India’s leading digital celebrity influencer network.

     

    The initiative will be supported by a high decibel television and digital campaign driven by Ranveer Singh. Through the ‘India Ke Hunger Ki Bajao’ drive, Ching’s Secret and Ranveer aim to raise funds to feed at least 1 million children in India. The actor, who has been personally involved in all stages of development of this initiative over the last six months, plans to go all out and appeal people to donate and support the cause. Known for his effervescence and ‘dare-to-do’ attitude, the actor will kick-start the drive by personally sponsoring mid-day meals for 10,000 children for a year.

     

    Ajay Gupta, MD, Capital Foods said: “As a company, we’re in a good place. So it is now time for us to give back to the community that supports our brands and the ‘India Ke Hunger Ki Bajao’ campaign is a step towards this direction. We strongly believe that by educating our children, we are ensuring a better future for our country.”

     

    The Ching’s Secret ‘India Ke Hunger Ki Bajao’ campaign will launch on May 27 2015 with television radio and digital push and will be aired on all major channels and promoted across the digital medium.

     

  • Durex's new campaign reinforces the brand's belief that 'great sex moves you'

    Ranveer to preach #DoTheRex theme for Durex

    By A Correspondent

     

    Durex has announced an exciting consumer campaign featuring Bollywood’s youth icon, Ranveer Singh, as their brand ambassador. Ranveer has been brought on board to promote the message of safe sex amongst the youth in the country. Introducing a unique concept called ‘Rexing’, Durex’s new campaign reinforces the brand’s belief that ‘great sex moves you’.

     

    The campaign has emerged from the insight that true love and great sex together create a singularly spectacular and magical experience that deserves to be celebrated by everyone, every day. Durex together with Ranveer Singh and a team of accomplished choreographers has developed a dance move called the ‘REX’ – a physical expression of joy and ecstasy experienced after a wonderful sexual experience has moved them.

     

    A brand with a very strong focus and presence on digital medium, Durex has launched the music video “Do The Rex” on www.durexindia.com/dotherex.

     

    Nitish Kapoor, General Manager of RB India said, “As a global category leader, Durex is passionate about sexual wellbeing and understands the importance of connecting with youth in the country. Through our partnership with Ranveer, who is a hugely popular figure and loved by young people across the country, we will be able to positively engage in a discussion around the subject of sexual well-being and safe sex inIndia. Great Sex Moves You is the language Durex is speaking across the globe and we are extremely excited to launch our first campaign with Ranveer Singh – Do The Rex.”

     

  • Most critics praised the visual quality and performances, but also panned the excessive 'over-the-topness' of everything in Goliyon Ki Rasleela Ram-Leela, notes Deepa Gahlot

    Reviewing the Reviews: Critics praise quality & performances in Ram-Leela, pan over-the-topness

    By Deepa Gaholot

     

    Goliyon Ki Rasleela Ram-Leela

    Director: Sanjay Leela Bhansali

    Starring: Ranveer Singh, Deepika Padukone, Krishna Singh Bisht, others

     

    This is a rare film that gets crazily mixed reviews from 1 star by rediff.com to 5 stars by Times of India and every combination in between.

     

    Most critics praised the visual quality and performances, but also panned the excessive ‘over-the-topness’ of everything.

     

    Raja Sen of rediff.com ripped it apart, calling in an over-plotted bloody mess. “Goliyon Ki Rasleela Ram-Leela — an acronym of which unfailingly reminds me of Greater Kailash Residential associations — is a monstrously excessive film with a riot of colours, a girl who looks very pretty indeed and a daft hero, but despite that being the warning on the tin whenever you attempt (foolhardily) to buy into a Bhansali product, this can’t be what you bargained for. GKRR is an overplotted, bloody mess.”

     

    Meena Iyer’s review didn’t match its 5 star rave. “What new can a filmmaker do with William Shakespeare’s classic love story Romeo and Juliet? The answer is, if you are Sanjay Leela Bhansali, who is technically sound and artistically astute as far as art and craft go, you just become impudent, set the story in Gujarat, sign Bollywood’s currently best actress Deepika Padukone (Leela), team her up with `I’ve-got-fire-in-my-loins’ actor Ranveer Singh (Ram) and then let them loose on one another.”

     

    Rajeev Masand of CNN-IBN was mostly rave. “Bhansali brings all his tropes to the table – unabashed melodrama, stunning visuals, elaborately choreographed dance numbers. Yet, it’s the firecracker chemistry between his leads, and the genuine feeling he infuses into the film that separates Ram Leela from previously disappointing outings, particularly Saawariya and Guzaarish, that were weighed down by shameless manipulation and pretentious, heavy-handed filmmaking.”

     

    Shubhra Gupta of Indian Express was mostly rant “Bhansali’s ‘Ram-Leela’ is mounted as pure spectacle, no surprises there, because that is his style. The setting is the Rann, in Gujarat. The warring clans, the Gujju versions of the Montagues and Capulets, are attired in costumes where not one thread is out of place. Each scene is meticulously designed: the desert, the havelis, the swirling ghagras, the spurting of the blood. It gets to the point where you start feeling breathless, and that is exactly what Bhansali intends, for you to get encircled by his universe. And in that he succeeds. I was swept up by the way he builds up the love story, between Ram (Ranveer Singh) and Leela (Deepika Padukone). Where he fails– his old failing– is in the insistence on every little thing being perfectly choreographed: a messy love story requires messy emotions, and Bhansali doesn’t ever let his gorgeous Leela’s tears streak down her cheeks. No leaky nose, no hiccups, just back-lit loveliness, which becomes too perfect to be real.”

     

    Sudhish Kamath of The Hindu wrote, “Bhansali has figured out that he does not need to look far West for inspiration. Okay, it might have loosely borrowed a few things from Shakespeare’s Romeo and Juliet but diegetically, it’s Indian in form.

     

    So yes, the havelis from Hum Dil De Chuke Sanam are back. So are the chandeliers from Devdas and the folksy refrains from the former. In fact, the backdrop is not only picture perfect, the production design is so rich that you can rarely tell where location ends and set design begins. This is home turf and Bhansali knows the world in and out. While he has always had an eye for aesthetics and sensual shot taking, the director had also kept it contained. In Goliyon Ki Raasleela Ram-Leela, he lets it loose. This is certainly his most uninhibited film with raw sexual energy and explosive chemistry between the two of the best looking people in the country.”

     

    Saibal Chatterjee of NDTV.com was scathing. “The film doles out super large helpings of everything under its grandiose narrative canopy – be it the oft-repeated story of star-crossed lovers, the garish sets, the musical score, the choreography, the costumes, the pitch of the acting, the delineation of the principal characters or the saturated colour palette. Even on the rare occasion where he gives minimalism an attempted shot, as when he lets the characters articulate themselves only through physical gestures and facial expressions, SLB does not pipe down one bit. He goes for broke every which way. It all adds up to a somewhat disorienting sensory assault mounted by a filmmaker who believes that excess makes excellent sense. Goliyon ki Raasleela Ram-Leela is composed of such a riot of colours that the hues often bleed into each other, leaving behind blobs and blurs. ”

     

    Finally, seeing it from the point of view of an outsider, unaffected by the hype. David Chute of Variety summed it up well. “”Ram-Leela,” a gorgeous, boisterous, ultimately ineffective new Bollywood adaptation of “Romeo and Juliet,” does accomplish one thing that is quite unusual: it manages to keep you in suspense about the outcome almost to the last frame. Not a bad trick for a re-telling of one of the most familiar narratives in world literature. In fact, this points to a central weakness of writer-director Sanjay Leela Bhansali’s film, which for much of its length is such a brightly-colored song-and-dance entertainment that auds may wonder if it’s working towards a revised, happy Bollywood ending. (Some may even hope as much, as the movie doesn’t seem serious enough to merit a tragic one).”