The title song played on repeat – its volume lowered during the talk, and dramatically increased when each member of the Ittefaq team took to the stage for their sole promotional event. A reprised version of the party song ‘ Raat Baaki’ from Amitabh Bachchan-starrer Namak Halaal (1982), it is the only song from the upcoming film. “It’s [for] promotion, it’s not in the film,” said producer Karan Johar explaining that the remade thriller’s storyline will not be interrupted, keeping with the format of the 1969 song-less original of the same name.
Apart from the narrative template, the makers of Ittefaq interestingly also refrained from engaging in the usual pre-release promotion to maintain the film’s suspense – save the press conference hosted by Johar a few days before the film hits screens. Johar – along with co-producers Shah Rukh Khan, Kapil Chopra, director Abhay Chopra, and actors Sidharth Malhotra, Sonakshi Sinha and Akshaye Khanna – spoke about the film, and the team’s bonhomie at the event in Taj Lands End.
The host took a few digs at the issue of nepotism, a debate he has infamously been a part of. With the two industry-outsiders, Khan and Malhotra, flanking the others of the group whom he called the brand ambassadors of nepotism, the producer claimed “[It] speaks volumes about how both can work.” In fact, Johar began by describing Yash Chopra’s original as iconic, and went on to say “Who better than his grand[nephew] to direct this film?” about debuting feature-director Abhay Chopra.
While the discussion expectedly revolved around the film being a remake, Khan asserted, “It’s not really a remake. It’s quite an original film.” The superstar admitted that he wished to be a part of the film, especially since it’s one of his favourites, but could not owing to other projects at the time. “I think a better actor than me has essayed that role now, [who is] more befitting for the film,” shared Khan, praising Khanna’s performance as the tough police officer, Dev.
Ittefaq revolves around the police officer ascertaining the events surrounding a double murder case, through the two narratives given by the film’s protagonists Vikram and Maya. “To be able to play one role in two different ways is what attracted me to this film,” said Sinha whose father, actor Shatrugan Sinha, was coincidentally offered the protagonist’s role in the 1969 film. Actor Rajesh Khanna was cast instead, and its success was crucial in cementing his legacy as a superstar.
Apart from amping up the intrigue around the film, the team’s promotional strategy avoids the repetitiveness that follows pre-release talks. Save tweets of the film’s posters and its trailer, Ittefaq’s promotion was pivoted on the event that was carried out in a style characteristic of Johar – rife with quips and sarcastic jabs like his jokes on Malhotra’s singlehood and Khanna’s reticent persona. But before the entire team joined him on stage, Johar spoke to Khan one-on-one in a more formal rendition of his talk-show set up to celebrate Ittefaq being their tenth collaboration together.
“He found me not fashionable enough,” laughed Khan as he reminisced about the first time Johar and he met – a happenstance when he was shooting for Karan Arjun (1995). Their exchange was rooted in the brotherhood they share, and their obvious familiarity lent to the event which played well, since Ittefaq seemed like the presentation of a personal project.
With the rest of the team joining them, Johar maintained the banter on stage as he and Khan joked about the Chopra brothers’ nicknames. “Juno and Boo,” started Khan, “nobody is going to take you seriously now!”
While the team were careful not to divulge too much about the film, it is interesting to note how the original and this week’s retelling have come a full circle. While the former served as a stepping stone for the first megastar of Bollywood, the latter is ironically being presented with Khan’s superstardom sealing the deal.
