MUMBAI: Yashraj Films has granted the Delhi Electoral Office a license to use the tune of the song Dance Pe Chance from its latest feature film Rab Ne Bana Di Jodi.
The license, says YRF, was granted gratis, for purposes of communicating a public message nationwide with regard to Elections 2009 The purpose of this public communication will be to promote the importance of casting a vote in the upcoming elections.
Delhi based Span Communications has been responsible for creating a campaign based on the tune of the Rab Ne…track. It takes off from where its earlier campaign for the Chief Electoral Office, Delhi for the assembly elections in the state some time ago, which was based on the T-Series copyrighted track Pappu Can’t Dance Saala from its 2008 film Jaane Tu Ya Jaane Na.
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The agency decided on the strategy to retain the term â€?Pappu’ from its previous campaign â€?Pappu vote nahin deta’ that it had done for Delhi Assembly Elections. The ads sign off with the line â€?Woh banda hi kya hai jo vote na dale’.
Ironically, while the Delhi electoral office got the YRF tune for free, it faced a legal notice from T-Series in April 2009 for using the basic tune and rhythm of the Pappu song without proper license. The music company, that had earlier sold the rights of the Slumdog Millionaire track Jai Ho to the Congress for its election campaign, has claimed damages to the tune of Rs 2.5 million from Span for the Pappu Vote Dal Le campaign, aired aggressively over television channels and FM stations.
Incidentally, the Delhi Electoral Office had earlier been toying with the idea of buying the Socha Na Tha to Socho Abhi track from the 2007 film Rock On, but reportedly backed out when rights holders Big Music asked for a sum of Rs 2.5 million for the use of the track for the Pappu Part Two campaign.
The Pappu campaign, reports say, was very successful in luring the voter out during the assembly elections.
