Kumar Taurani reveals UNEXPECTED economics of Main Vaapas Aaunga’s music: “It’ll take 5 YEARS to recover our cost”; reveals how he PUSHED Imtiaz Ali to lead promotions as Diljit Dosanjh was busy: “Usne picture ko khada kar diya”
Ramesh Taurani and Kumar Taurani spoke to Komal Nahta and were asked to name a film album that they never imagined would become a rage. Both unanimously named the recently released sleeper hit, Main Vaapas Aaunga, starring Diljit Dosanjh, Sharvari and Vedang Raina. Kumar Taurani said, “Its songs were a bit sad. I wondered, ‘Pata nahin in gaanon ka kya hoga’. But I continued to support the album. We were excited by the coming together of Diljit Dosanjh, Imtiaz Ali and A R Rahman. Hence, we bought the music rights. However, the first few songs didn’t get the desired traction.”
He added, “This is when I told Imtiaz Ali, ‘I’ll promote the music beyond what I had committed. I’ll even double the expenditure. Aap bhi lage raho’. Then, 3-4 weeks before the release, I told Imtiaz, ‘The other actors in the film are relatively new, while Diljit is busy with his shows. You are also a celebrity. Aap nikal pado. People will appreciate you a lot’. Imtiaz worked extremely hard. He carried out an extensive promotional campaign, starting three weeks before the release and continuing until three weeks after it. Usne picture ko khada kar diya. The film went on to do a business of Rs. 70-80 crores.”
He continued, “Initially, the film was on shaky ground. But later, it received tremendous appreciation. People loved the Partition angle.”
Ramesh Taurani revealed, “Shibasish Sarkar, one of the producers, was very happy. He told us, ‘I have made so many films and worked with so many music companies. Lekin Kumar ji ne bahut support kiya aur aap logon se apnapan milta hai’. He also said, ‘I just need to dial your number and I can speak to you directly. In some of my previous films, a manager was handling the music. By the time my film was up for release, that manager had left the company’!”
Have the brothers earned well from the music of Main Vaapas Aaunga? Kumar Taurani replied, “Not really. It’ll take us around five years to recover our investment.”
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