Mile sure mera
By Ganapathy Viswanathan on Feb 4, 2010 in branding
Mile sure mera… more credible and original.
Exactly 2 decades back when ‘mile sure mera tumhara’ was created by Suresh Mullick, the brief from the then Prime Minister Shri Rajiv Gandhi was to infuse national integration through a strong film. And the film truly achieved it by bringing the different religion and colors across India by using well known celebrities from sports, films and music. All this was supplemented by composing the entire lyrics with rag bhairavi and driving home the message India is one.
Being in the communication business for more than 2 decades any piece of communication that you create should have sharp objectives and that objectives should be met by your strategy. Suresh Mullick’s film on this count achieved it 100 percent and that is one of the reasons that the film is still evergreen and fresh. One will never get bored of viewing it any number of times.
Honestly speaking I have still not figured the objective of the new Phir Mile Sur. To me it is like an unprofessional client telling an agency to create some film without a tight brief.
The sad part is so much has been written about the new Phir Mile Sur by the media to garner visibility but the equity of the Mile Sur Mere… is so strong and instilled in people’s mind for the last 20 odd years and it will be very difficult to erase this from every Indian’s memory.
Popularity: 2% [?]
On Feb 4, 2010, Shalini aggarwal said:
The earlier mile sur mere tumhara was a good one as compared to this new one. This new one is junk, fail to understand why this new version was required?
On Feb 4, 2010, Vikram said:
Well, I really dont know why so many people are criticizing the new song? I understand that the older one will be eternal as it was the first one.. but still the new one is also a good effort by all the artists.. At least they are doing something rather than just discussing things like us!!!
On Feb 5, 2010, sampurna said:
Exactly, i agree with Vikram. 1st of all no one takes the initiative to do something new, and if someone does take it there are thousands to pass comment on it. I believe that phir mile sur has instilled in us the old memory of mile sur…..
On Mar 25, 2010, Gitika said:
I somehow agree with Ganapathy here, the earlier mile sur mera tumhara definitly increased my expectation for “phir”…and somehow dint match. The earlier had the goose bump effect…the new one although melodic did not have the impact with the increased number of movie stars rather than having few influential ones. The content could have been better. Nevertheless it’s still nice.
On Apr 26, 2010, Lokesh Bisht said:
I do agree with Vikram for this concern,, new one is also pretty good, because its quite tough to celebrities to come on one floor but if we look at new version there are all most every good Bollywood celebrity is there instead of their personal difference.
older version will be always a unremarkable one.
thing to be discussed is only our national harmony and spirit or so called jingoism.
On May 14, 2010, Deepti Nair said:
While i do agree with your view of the song being a master piece a lot had to do wat that fact that there less clutter and competition on television and for viewer mindshare . DD ruled the roost and music was ristricted to a thursday evening or sunday morning . So while the genius of the song cannot be undermined , it also did gain from there being more targeted reach
On Jun 11, 2010, berry said:
First of all no one takes the initiative to do something great, and if someone does take it there are thousands to pass comment on it. The earlier mile sur mere tumhara was a great one as compared to this new one.
On Jun 17, 2010, Barry said:
I agree with Deepti. It does someone to do something bold and take the lead. There is risk of failure in doing so, but maybe it is time for younger stars to make their mark.
On Jun 20, 2010, K.Mathur said:
I remember when the first version came out I felt choked with pride. Haven’t heard the phir mile sur version.
On Aug 1, 2010, Shredders said:
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On Aug 6, 2010, cheap nike shox said:
Haven’t heard the phir mile sur version.