I don't know what it is with this song, but it's everywhere. The movie's a resounding flop but 'Aashiq banaya aapne' is a major hit. It is in fact the top selling Hindi film soundtrack at the moment.
And I am sick of it.
There's this new trend of song-hits from flop-films. Woh Lamhe was one such example -but that was a catchy tune.
My personal favourite right now is Aashayein from Iqbal.
Kuch karne ki ho aas aas
Kuch armaan dil ke paas paas
Both the lyrics and the tune are fantastic. Of course, so was the film.
The reason why songs like Aashiq banaya aapne are inescapable is that not only do you hear it being played over and over on FM radio, there are folks who inflict it on you as their 'caller tune'. (What is known as a 'ringback' tone in many markets)
I never thought people would pay 30 bucks a month for the pleasure of playing music instead of the regular 'tring tring' but who knew? Logic and reason don't operate in the mobile market, we otherwise kanjoos Indians will fork out small bits of cash for just about anything.
According to a report on the BSNL website
It is estimated that 20-25 per cent of the 56-million mobile subscribers in India are paying for ring-back tones and downloading ring tones. The 20-25 per cent growth every month again shows how popular such applications have become. People are willing to shell out nearly Rs 30 a month for ring-back tones, with Rs 15 for the initial download and Rs 9 for each ring tone download!
This explosive growth has contributed to the bottomline of operators in India, who are targeting 7 per cent of their total revenue from downloads in the next two to three years.
And now, Orange has introduced sms tones.
While some may believe 'phone sirf baat karne ke liye hota hai', others obviously believe it's a jukebox. And aashiq banaya aapne is what gets their booty shakin'... Sigh!