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When MNCs jump on the filmi music bandwagon, kuch kuch hota hai!

Syed Firdaus Ashraf in Bombay

After successfully launching Vande Mataram with composer A R Rahman, Sony Music Entertainment (India) has entered Bollywood with Jatin-Lalit's music for the Sharukh Khan-starrer, Kuch Kuch Hota Hai.

Sony's filmi foray in the Rs 15 billion Indian music industry is significant, market sources say. For the Hindi film music segment accounts for about 70 per cent of the total pie, audio tapes and compact discs included.

"Ever since we came to India in April 1997, we were planning to enter Bollywood. But the move has come now because we were waiting to strike the right chord," says Sony's Director (marketing) Shridhar Subramanian.

Right chord? He elaborates. "The film is directed by a whiz, debutant Karan Johar. The Chopras, Yash and Ajit, are also involved. We feel these people are savvy and have a proper approach to MNCs. I mean, they do not represent the old school of thought."

Sony, observers say, has adopted a novel and aggressive marketing strategy to beat competition from established labels like Venus, HMV, Tips and T-Series.

To begin with, Sony's cassettes come complete with inlay cards featuring the lyrics, so listeners can sing along, correctly, if they will. But the standard price of Rs 45 a piece remains. Same is the case with the CDs which will carry a free booklet. Sony officials said the CDs have been made in Australia and the booklets imported from Holland. All at a 'reasonable rate' of Rs 295.

That is not all. There is a special edition, so to say. Sony is bringing out high-end tapes priced at Rs 75. These tapes will be offered along with postcard pictures complete with autographs of 'Bollywood brats' -- Shahrukh Khan, Kajol and Rani Aati Kya Khandala Mukherjee.

There is more. Shahrukh will share his thoughts about the songs as the tape rolls on.

"This will, we hope, make the fans happy. There is an element of interaction,'' says Subramanian. Even distributors and retailers stand to get a 'thank you' note each signed by Shahrukh. The note also carries the synopsis of the motion picture.

Market sources recall that the selfsame Sony's strategy was different when it entered the market for the first time on the pop plank. The company began with Vande Mataram and went on to sign on Indipop stars like Lucky Ali (who was with BMG Crescendo) and Hariharan and Leslie Lewis (Magnasound). Its latest acquisition was Hey Laila by Ramana Gogula and Khush Khanna.

Critics say Lucky Ali's Sifar released by Sony did not do well compared to his earlier album Sunoh of BMG Crescendo. Subramanian however refutes these allegations. Sifar, he claims, has sold nearly 250,000 units from May 1998 whereas Sunoh sold 300,000 units over three years.

"An artiste is always recognised by his first great performance. It's like Amitabh Bachchan will be always remembered for his role in Sholay and Deewar. People always compare his earlier work with his latest role no matter how good a performance he puts up subsequently," says Subramanian.

Retailers point out that most of the films featuring Jatin-Lalit as music directors and Shahrukh in the acting lead have proved musical hits. They cite Raju Ban Gaya Gentleman, Kabhi Haa Kabhi Naa, Baazigar and Dilwale Dulhaniya Le Jayenge as examples. Likewise, films with Shahrukh and Kajol as the lead pair have proved lucky at the box-office.

It is not just a question of lucky mascots, says Subramanian. The Jatin-Lalit duo, he says, is the best in market after a string of music successes in films like Pyaar, Pyaar To Hona Hi Tha, Pyaar Kiya To Darna Kya and Jab Pyaar Kisi Se Hota Hain. "They have tremendous national appeal. Their music transcends regional barriers. Even in south India where regional music reigns, Jatin-Lalit are popular."

Subramanian says music products made by foreign companies should not be compared with other MNC products like those of Kellogg's, Coca-Cola, McDonald's. "There is a difference. Other products are in the same form in India as they are abroad. But our products are completely Indianised." MNC-released music mey kuch kuch hota hai? ''Yes,'' he laughs.

Shah Rukh Khan's letter to audio dealers and retailers