Adding that extra punchline below a film title has become mandatory in almost every film in Sandalwood. As Bollywood is giving importance to taglines, Kannada films are getting all attention with these small phrases.
To name a few, we have had Addhuri, which had a tagline Acchu Rachu Love Story, Dandupalya - The truth.... Not a story, Alemari - In search of dreams, Lucky - En Luck Maga, Johnny Mera Naam - Preethi Mera Kaam, Prasad - Nishbada Kugu, Siddlingu - Rohiti Nakshatra, Vrishaba Rashi and Edegarike - The Cuts just to name a few.
Recent posters have created a lot of buzz as the oneliners often convey the story of the film. To claim more attention, these taglines have become a strategy for most directors.
It all began with directors finding innovate ways to market a film. That's how it started in Bollywood and soon spread to regional films. On the other hand, Hollywood usually does not follow this practice unless it is a sequel.
Director and actor Prem, who recently had his film Prem Adda released had a tag line 'its passion of Rowdysm'. As a director, Prem started using taglines from Kariya which had 'its imaginary story', followed by Jogi - A feel that never ends. "This taglines carry our story forward and also creates curiosity. Our film names also get registered in audience's minds. If that happens, half our promotions are done. I consider these as an one liners," explained Prem.
According to director Chaitanya of Aadinagalu fame,"Taglines have been in use for the past 6 to 7 years. A title alone can't do everything. What is missed out in the title can be explained in these taglines. For example if we take Edegarike, one cannot understand with the title means but the tagline 'The guts' adds a little about the film."
However, we often see Kannada films bearing English taglines. Prem explained the reason behind it.
"English taglines are often used for mutliplex audiences or if we need be to release our movie outside Karnataka." he said.
As for Chaitanya it is how the tagline matches the title. "English or Kannada, if it adds that extra zing to the title, then the directors' marketing strategy will work out well," said Chaitanya, who further added, "Personally, I like my film's tagline, which was written as Aadingalgalau - Preethiya Kulumeyalli Nelugide Boogotha Jagathu.
"Kannada title with an English tagline does not gel well with the audiences. Personally it doesn't provoke me to go and watch the film when they use English tagline. It looks, raw, rustic or amateurish. Sometimes if it is too sophisticated, it is will bounce back," said Prashanth S, a movie buff.
Parul Yadav who entered tinsel town with her first Kannada film Govindaya Namaha, Pyaarge Agbiyathe said, "The tag line gave a rough idea of what the movie is all about. Govindaya Namaha created a lot of curiosity. I personally wait for the tagline as it acts like a helpline to go and watch the film. My film Govindaya Namaha had Pyaarge Aagbitayithe and now we also have Bachchan - The Angry young man, which throws a lot of light on the film. I am in favour of such taglines and I am happy that Kannada industry are coming out with some superb oneliners."