Daily Times

‘Teefa in Trouble’ is almost here and we have been following all the promotions, collaborations and releases with enthusiasm and interest.

One thing is for sure: the film seems to be setting new benchmarks for Pakistani cinema: be it the business of the film, the promotional experience or the actual content.

When the producers Lightingale Productions and the film’s director Ahsan Rahim announced their partnership with Yash Raj for global release, it sent massive waves of validation across the industry. This is after all the first film from Pakistan to have ever been picked up by Yash Raj for global release. This surely will herald the opening of global doors for other films of a similar calibre in years to come.

If Avtar Panesar words are anything to go by as YRF international operations vice president, there should be more collaborations to come for film in Pakistan.

“It was a natural progression, taking that relationship to the next level with him as producer. We have never distributed any film from Pakistan or from any other part of the world earlier and are extremely selective with the films we handle for our friends in India, we are very excited to see what Ahsan Rahim the director and Ali Zafar as producer and actor have done with ‘Teefa in Trouble’. It really was a no brainer for us. We’re looking forward to making this the first of many.”

If Avtar Panesar words are anything to go by as YRF international operations vice president, there should be more collaborations to come for film in Pakistan

How well the film’s music has fared thus far is also interesting in context to how one can promote a film based on its music. To date, there has not really been a film whose music has truly had audiences gripped – Teefa may just change this after their epic music launch attended by Shad Ali, director of ‘Kill Dill’ and ‘Bunty Aur Bubbly’ all the way from India, our very own Fawad Khan, Hadiqa Kiyani, Ali Azmat and many more stalwarts. When item number, the film’s cleverly coined ‘Non Item Number’ was released, it accumulated over 4 million views in almost four days alone. ‘Chan Ve’, released last weekend, is set to surpass that too. If numbers account for interest and show excitement, Teefa is surely a winner. It also helps that music giants Times Music’s Junglee Music signed on for international distribution – another first for a film from Pakistan.

Coming back to the ‘Non Item number’: that was a clever bit of marketing: with all the debates happening in Pakistan and India on the importance of an item number in movies, the lead actor singing she won’t do an item number was tongue in cheek and good satirical commentary. “When Ali called me discussed the idea of an item number, the first thing that came to my mind: ‘Sheila ki jawani? But he had a completely different take on it when he made me hear the lyrics he had written and I was in fits that’s what was really exciting for me. It’s an Item number with a twist!” said Naqash Haider, the music force behind the song.

Speaking of clever marketing, tying in Mahmood Aslam’s character of Butt sahib to the elections was equally fun and a smart play on the current mood of the country. His return to film is historic with ‘Teefa in Trouble’ as it comes after a 28 year hiatus.

“‘Teefa in Trouble’, I believe is the one in my experience of being in the media for over three decades I have seen actors come and go without leaving a trace, projects shelved and quietly dissolve into nothingness. It is my belief that this film will be a trailblazer – a fun filled journey that will echo across the globe,” said media veteran Seemi Raheal who plays the role of baybae, Teefa’s mother who really is the soul of the film.

“When I was approached I did not hesitate, said yes immediately.”

Film veteran Javed Sheikh, who himself appears to be the ultimate go to for almost every movie from Pakistan, appears to echo these sentiments.

Let’s wait and see what ‘Teefa in Trouble’ delivers at the box officer. If the film’s hype is anything to go by, we can’t wait.

Published in Daily Times, July 4^th 2018.