No More Item songs in Tollywood

There is a new addition to the lexicon of catch phrases — also read as publicity hooks —in Telugu cinema. It’s called, “special song”. The term seems to have been invented as a politically correct replacement for “item number”, in the wake of Censor Board’s new-found resolve to rid Indian cinema of the its tendency to ‘objectify women’, in the aftermath of the Nirbhaya rape case. Whether it’s being politically correct to escape the ire of the censor board or simply the fact that T-Town has now gotten sensitive towards the portrayal of women, but this simple change has been welcomed by all.
Shuttler Jwala Gutta hit the headlines recently for her first ever “special song appearance” in the recently released romcom starring Nithiin and Nithya Menen. Sameera Reddy made a comeback of sorts in Tollyland with a special number in Krishnam Vande Jagatgurum. Actress Hamsanandini is shaking a leg with Nag in a ‘special song’ from his upcoming gangster drama, Bhai, while Puri Jagan’s latest find, Devshi Khanduri, was reportedly signed up for a “special dance number” with Allu Arjun in Iddarammayilatho. The list of ‘special songs’ is endless in T-Town.
Nikitha Reddy, producer of the latest Nithiin-Nithya Menen starrer, clarifies that Jwala’s cameo was “actually a special song.” “It’s a special song and not an item song. If you listen to the lyrics carefully you will realise they they talk about Jwala’s achievements as a badminton player.
Also, the song is picturised as a casual party scene in a pub and does not showcase any of the gyrating, thrusting movements you would normally associate with a typical item number,” explains Nikitha. She however admits to “being mindful about the fact that the song doesn’t earn the wrath of the Censor Board. They are very strict these days with regards to item songs.”
Keeping the recent spate of atrocities against women and the Censor Board directive in mind, filmmakers are now creating subplots to ensure that the special appearances look like a part of the script. For example, Hamsa Nadini who did a special song recently in Nagarjuna’s Bhai appears as a guest at a wedding. “I have a special song with Nag, as part of his sister’s wedding in the movie.
It is a typical wedding number with the whole family and has nothing “item like” about it. The filmmakers approached me to do a cameo, the same was the case with Mirchi as well,” shares the actor.Devshi Khanduri also has a similar tale to share. Apparently, director Puri Jagannath approached her asking to make a “special appearance” in a song with Allu Arjun.
“It is not a typical item number, I’m sure you will agree with me when you see the song. I sport a Spanish hippie look in the film. It’s a beautifully choreographed, hip-hop kind of a number. I couldn’t have hoped for a better start to my career in Tollywood,” says Devshi.
Meanwhile, the ladies too are getting cautious about how they are portrayed on screen. Sameera Reddy, who did a special song in KVJ, admits that she accepted the offer only after being assured that the moves and grooves were not item-number-like. “when Krish (director) approached me for the song, I was skeptical.
I’m not used to the ‘item girl’ tag per se. I didn’t want to be tagged as someone who makes an appearance only for item numbers. But then Rana convinced me to do the song. After I heard the concept, I was thrilled because the song blended seamlessly into the narrative. And the best part was that I got a chance to shake a leg with Venkatesh in the song,” the actor was quoted as saying in an earlier interview to this publication. It seems like T-Town is taking a step in the right direction.