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Sticky deal

November 13
23:20 2012

It isn’t for nothing that the much-anticipated item song in Dabangg 2 is called ‘Fevicol’. Producer-director Arbaaz Khan has tied up with the multi-national company for a huge collaborative project before allowing Kareena to croon in favor of the well-known adhesive company.

Kareena started shooting the ‘Fevicol’ song on November 5 after her much-hyped wedding on October 18. Farah Khan choreographs the number.

Says a source, “Salman wants Kareena’s item song in Dabangg 2 to be bigger, brighter and bouncier than ‘Munni Badnaam’ in Dabangg. He selected the tune, and finalized Mamta Sharma to sing it. He also decided on bringing the adhesive company into the song.
The ‘Munni Badnaam’ song in Dabangg had gotten into a wrangle with the Zandu balm product for mentioning their product in the song. Subsequently, producer Arbaaz Khan sat across the table with the balm makers and the two parties worked out a lucrative deal whereby Malika Arora who performed ‘Munni Badnaam’ endorsed the balm and also became its brand ambassador. A similar deal has been worked out with the Fevicol company for the item song in Dabangg 2.”

The idea is to use the Dabangg franchise as a platform for an endorsement-based item song each time. It was Zandu balm in Dabangg, it’s Fevicol in Dabangg 2. It would be another popular product in the next film.

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