Suddenly, Indian showbiz is going all- out to discover the power of the bikini.
Bollywood films, ad films, print commercials and even reality TV is on an overdrive in presenting beautiful girls in the itsy-bitsy two-piece.
Indeed, the bikini as a tool to draw viewer interest has never been so abundantly used in India.
It all started when Kareena Kapoor sported one in Tashan. Soon, Minissha Lamba followed her in Kidnap. Next came Amrita Arora in Kambakkht Ishq and Lara Dutta in Blue . Even the generally demure Rani Mukherji sported a bikini top in Dil Bole Hadippa . The latest buzz is that Deepika Padukone will be sporting a bikini in Sajid Khan’s Housefull. Deepika will have competition from the film’s other two heroines, of course – Lara Dutta and Jiah Khan will also be dressing down for maximum effect.
In fact, even before official promos of Housefull are out, the bikini buzz over its three heroines is already making waves. The situation is the same for Vivek Oberoi‘s upcoming Prince: It’s Showtime . New girls Neeru Singh and Aruna Shields don bikinis in the film, and that seems to have elicited more audience interest than Vivek’s solo comeback.
“The media likes to publicise girls in bikinis. So, producers want maximum mileage by having heroines don bikinis. It ensures free marketing,” says director Sanjay Gadhvi, who, besides having Minissha wear a bikini in Kidnap, had Bipasha Basu don the attire in Dhoom 2 . In the same film, Aishwarya Rai – Bachchan also wore a bikini top along with a micro mini skirt in one of the songs.
The bikini effect can be seen in the television world too. After Payal Rohatgi took the lead on Bigg Boss 2 last year, Negar Khan and erstwhile telly bahu Shweta Tiwari joined the bikini brigade in Iss Jungle Se Mujhe Bachao . Sherlyn Chopra teamed a bikini top with hot pants on Bigg Boss 3 recently.
” Bikinis have always been a hot proposition in Bollywood, ever since Sharmila Tagore in An Evening In Paris and Zeenat Aman in Qurbani immortalised the outfit. I don’t see anything wrong in heroines sporting bikinis if the scene really needs it. All three girls in my films were cool about wearing bikinis,” Sajid says about Deepika Padukone, Lara Dutta and Jiah, who wore the outfit for an expensive song shot on an Italian beach.
Meanwhile, the ad- world is warming up to bikini tricks too.
TV commercials ranging from products such as deodorants to men’s underwear have gone all out in featuring girls wearing bikinis to make an impact. Ad guru Prahlad Kakkar says:
“Advertisers kicked off the trend 20 years ago. Now it is common. Titillation can be the best form of publicity.
Also, moral policing is not very fierce when it comes to bikinis.” Interestingly, most of the films with liberal bikini outings, including Tashan, Blue, Kidnap, Kambakkht Ishq and Dil Bole Hadippa failed at the box office.