Segmentation and Positioning in Indian Pop

Even though Alisha Chenai’s pop songs and Pop music in India have at least a decade back origin, I would say that period 1993-1994-95 was when we Indians woke up to the fact that songs can be made without the need to situate them in movie. Baba Sehagal’s RAP songs (someone said to me RAP stands for Rahein Aap Pareshan :-) Thanda Thanda Paani anyone:-)), Alisha's Made In India song and Biddu's Boom Boom song sung by Nazia Hussan(featuring a very young Anupama Verma, yes the same from Big Boss 1, Did I hear Aryan Vaid from someone? :-)) were the catalysts along with Daler Menhdi's Bolo Tara Ra.
It was the same time that we middle class Indians were slowly realizing that there are English movies apart from those in the category defined by repeating the 24th letter of English alphabet twice or thrice :-). This was courtesy Jurassic park of Spielberg. (Remember that funny scene in Satya when Shefali Chhaya and Manoj Bajpayi are trying to recall the name of this movie while having dinner with J. D. Chakravarthy and Urmila :-))(Let me share an interesting anecdote narrated by one of my friends in college. He was watching Titanic in TV(Of course, all art dilettantes who wanted to appreciate Leonardo do a live portrait of Kate Winslet were hugely disappointed with the censors going snip snip on that scene, and movie was de-toxicated for TV viewing. ). His grandmother came and scolded him something like ,"Kya gandi picture dekhte rahte ho?" and then she switches the TV channel to a Hindi movie channel showing Helen dancing in a slit-thigh gown trying to patao Amitabh in Don :-))

So, the realization that "English movies don't have songs, only OSTs and that English bands release albums without placing them in movies" and "evolution of desi pop" was almost simultaneous.

As happens in any industry with almost no barrier to entry, there were lot of new entrants with different positioning and segmentation. Following is my rough attempt to slot them. (Please don't read it as an academicic exercise but more for fun)
1.)Region

i.)Punjabi pops Daler Menhdi

ii.)Altaf Raja's targeting UP, Bihar with Subah Pehli Gaadi Se

2.)Location

i.)College – Yaaro yehi dosti hai by KK; Purani Jeans (not exactly Desi but still very popular in India)

ii.)That Girl Next Door to Your Apartment – Aankhon mein tera by Aryans( featuring Shahid – if you watch him in that video with Hrishitha Bhatt, it is so difficult to believe that a Jab We Met type restrained // Ishq Vishq type probably the most confident debut in a comic role by any male actor in recent times(Just watch the scene where Satish Shah tries to explain “Birds And Bees” to his precocious son Shahid or his advice to fake Sachin to impress Shenaz something like “haan square cut thoda kum aur apna elbow sidha rakhana ..”)// Kaminey type quirky performance is lurking inside him)

3.)Extraordinary feats

i.)Underwater shooting in Dooba Dooba

ii.)Breathless song

4.)Gender

i.)Phalguni Pathak's Maine Payal hai chhankayi(featuring Riya Sen and ,if you did not notice, Ayesha Takia in one of her first pop songs appearances, after that Complan ad she did with Shahid in her childhood I am a Complan Girl I am a Complan Boy)

5.)Age group wise

i.)For kids --> Amitabh’s classic Ek Rahein eeir, ek rahein bir, ek rahein phatte aur ek rahein hum ; Sunidhi Chauhan’s “sunk-without-a-trace” kid pop song Aira Gaira Nathhu Khaira(her first album after she won Meri Awaz Suno on DD)

ii.)teen school going/college going love by Shaan's Lovology(lovoLogy mein FIRst,....baaki sab mein Fail....humne seekha, sirf dil se dil ka mael....chemistry toh hai ek Mystery... algebra ne kha liya hai surr...physics mein hoke reh gaya mix..biology se lagta hai Durrr)

iii.)twenties love (Sonu Nigam’s Ab mujhe raat din from Deewana album(IMHO, his best album) featuring Diwakar Pundir who incidentally is the brother of my Hall senior in college, Prabhakar Pundir (won the best outgoing student of Patel Hall, IIT Kharagpur—for his GOD like skills of acing any sports, cultural events like rangoli or acads, Computer Science IIT Kharagpur, 2000 passout; MS from Uni. of California USA)

best outgoing
(Check the 1999 outgoing best student)


Diwakr Pundir on wiki

news on Diwakar

6.)Based on music genre

i.)Classical – Piya Basanti featuring Nauheed

ii.)Rock – Parikrama

iii.)International type – Seulmont by Alisha

iv.)Remix- someone rightly said “R. D. Burman kab tak inke ghar ki roji roti chaleyenge”
Nahin Nahin abhi nahin (featuring Ayesha Takia in a lift..why exactly is she taking a spoon of coffee syrup like medicine in that video .. I never understood..but it worked for me) but it degenerated into songs like Kaanta Laga which made watching the new songs trailers (one of my most favourite pastime) very difficult in family settings

7.)Psychographic/Behavioural variables/Situational/Mood segmentation

i.)Madly, Truly, Deeply wala love songs – Dooba dooba rehta huun by Silk Route

ii.)Feeling wala nostalgic love – Maaei Ri from Euphoria featuring Rimi Sen

iii.)Unrequited love – Woh Pyaar Mera featuring Amrita Rao by Alisha

iv.)Junooni pyaar – Apki Dua Hai by K.K.
Aap Ki Dua Dil Haar Gaya, Uske Roop Ne Bhi Vaar Kiya
Kaam ka Tha Bekaar Hua Kya Karun
Mujhe Naya Naam Do, Pagal Kaho
Uski Hi Dhun Mein Hoon Mujhe, Tum Deewaana Kaho
Aap Ki Dua Hai Pyaar Hua, Ishq Ka Mein Beemaar Hua
Usne Bhi to Iqraar Kiya, Kya Karun
Mujhe Naya Naam Do, Pagal Kaho
Uski Hi Dhun Mein Hoon Mujhe, Tum Deewaana Kaho
Mujhe Naya Naam Do, Pagal Kaho
Haan Mujhe Meri Khabar Nahi
Par Meri Khabar Sabhi Ko Hai
Vo Teer-e-Nazar Chubha Hai Jo


v.)Hyper-confident,possessive love – “Kaise bhulegi mera naam” from Euphoria
Tu hi meri zindagi, tu hi meri har khushi,
Kaise bhulegi mera naam!!
Dhoom chuck pichucking, dhoom chuck unh dhinadhin x 10
Kehta tha ki tu hai meri aur main tumhara
Ab tak hoon akela, main hoon yahaan, tu hai kahaan
Kehta tha ki tu hai meri aur main tumhara
Ab tak hoon akela, main hoon yahaan, tu hai kahaan
Kehta tha main chhota sa hai sansaar hamaara
Toote saare sapnein mere, chhorh chali tu mera jahaan.
Kya ho gaya sanam, kuchh to bolo sanam,
Kaampte hain hontth tere, dare-dare kyon tere nayan.
Chhorhunga na sanam, le jaaunga sanam!
Ek din banegi tu meri dulhan.
Tu hi meri zindagi, tu hi meri har khushi,
Tu hi meri preet hai tu hi hai meri jaan.
Tu hi meri dhoop hai, tu hi meri chaaon hai,
Tu hi mera dard hai, tu hi hai muskaan.
Kaise bhulegi mera naam!!
Sakhiaan teri deti taane mujhe dher sare,
Gharwaale ne tere itna bhala-bura kaha.
Din bhar kaam karoon, raaton ko main dhundhoon tare.
Samjhegi tu to mujhe isilye itna saha.
Kya ho gaya sanam, mila koi naya sanam,
Chaahegi tu aur kisi ko, mane na kyon mera yah man.
Hoga to wahi sanam, kuchh bhi karle jatan,
Ek din banegi tu meri dulhan!
Tu hi meri zindagi, tu hi meri bandagi,
Tu hi meri subah hai tu hi hai meri shaam,
Tu hi mera geet hai, tu hi mera meet hai,
Tu hi mera puja hai, tu hi hai mera Raam.
Kaise bhulegi mera naam!!
Kya hua ke agar milna sake hum, Kya hua ke mere waadon mein na dum
Pyaar to hua na kam, Jeeti tu haarein hain hum
Sun liya maine, sah liya maine, chheen lunga tujhe abki baar.
Kaayar na hoon main, jhoota na hoon main,
Kamzor na hoon, bas karta tujhe pyaar!!


vi.)Egoistic love Kabhi aana meri gully by Euphoria (my favourite band)
“Kya karegi tu ghar se nikalke, jaaegi tu kahaan,
Kya dekhegi tu Taj Mahal ko, main na hoon jo wahaan,
Kya nazar aur kya nazaare, kuchh nahin inmein baat,
Nagri-nagri kya dhoondegi, main nahi jo tere saath.
Kabhi aana tu meri gully
Tujhe palkon pe rakhoonga ji.
Baat dil ki karoon Hindustani jo hoon,
Jab jee chaahe to aaja na jee.
Kabhi aana tu meri gully-2
Kya karegi tu Kashmir jaake, swarg tera yahaan
Kya baithegi tu Ganga-kinaare, main na hoon jo wahaan.
Kya ye jannat, kya ye teerath, kuchh nahin tere kaam
Ho jaaenge dhaam saare, legi jab mera naa-ha-ha-ha-haam.”


vii.)Sensitive love – “Ab Naa Jaa” song by Euphoria featuring Vidya Balan
“Aankhen band kar loo jo mein dekhu bas tumhe
khwabo mein hi keh sakta hoon apna tumhe
rehne de mera yeh vehm pe hi yakeen
naa ja abhi
pyar ki yeh raat hain
ab na jaa
chotti si ek baat hain
ab na jaa
tumhhi se hain meri neend
naa bhi ho to kya
tumhi see hain meri battein
naa bhi ho to kya
kehne do taaro ko kahani ankahi
na jaa abhi”


viii.)Inspirational – Kya Hai Tera mantra by Euphoria
Kisne ye jaana hai ye kitna puraana hai,
Jaata kahaan ye silsila?
Phir se na aana hai ye kitna suhaana hai
Pal ye jo humko hai mila.
Kisne ye jaana hai ye kitna puraana hai,
Jaata kahaan ye silsila?
Phir se na aana hai ye kitna suhaana hai
Pal ye jo humko hai mila.
Is pal mein aao khud ko jaan lein pehchaan lein hum,
Aao dekhein jeevan ke rang sabhee,
Bhoolein na beeti jo thi, dekhenge hoga jo bhi,
Pehle jaane to sahi, kya hai tera mantra?
Hai jeet kya aur haar kya, gham aur khushi ke paar kya,
Hai megh ke aasaar kya, toofaan kya majhdhaar kya,
Hai baadlon ke paar kya, koi aur bhi sansaar kya,
Bas jaan lo hai pyaar kya, hai ye mera mantra!!
Dekho pukaarein tumhe nabh ke sitaarein,
Baahein phailaaye aasmaan,
Bahti hawaaein tumhe kahti fizaaein,
Dekho thamey na kaaravaan.
Lekar chal yaadein kal ki, karta chal tu waadein kal ke,
Is pal pe tere kadmon ke nishaan,
Dekhenge aane waale, manzil ko pane waale,
Poochhenge chalne waale, kya hai tera mantra?


ix.)“Boy asking naughty question, Girl giving sensitive answer ,then boy getting emotional wala” song

Lucky Ali + Kavita Krishnamurthy

Male:
Gori teri aankhen kahe
raat bhar sooyi nahi
chanda dekhe chupke kahi
aur taare jaante hain sabhi
ke kisne dil le liya
kisko dil de diya
yeh dil ka lagana koi jaanta nahi
Gori teri aankhen kahe
raat bhar sooyi nahi

Female
Dil mein teri yaad basi
tu samjhe ga nahi
jo hain mere paas hai tera
mera kuch nahi
kyun akhiya chupao
kyun tujhko satao
dil tod ke tera
mein kya pao
bol piya bol piya bol
piya bol piya bol piyaaa bol

saajan teri baatein badi
ke mein raat bhar sooyi nahi
chanda ne bhi dekha nahi
aur taaro ko yeh maloom nahi
ke meine tujhe dil diya
tera dil le liya
mera tu hi hain bahana
kyun manta nahi
saajan teri baatein badi
ke mein raat bhar sooyi nahi

Male
Aate jaate mausam jaise
lagte the sabhi
humne bhi to manga rab se
apna bhi koi
Duniya se bachao
palko mein chupao
dil jeet ke tera
sab ko batao
sun gori sun gori sun gori sunnn
sun gori sun gori sunnnnn

Gori teri aankhen kahe
jaane anjaane mein kahi
chanda ne bhi dekha nahi
aur taaro ne bhi jaana nahi
ke tune mujhe dil diya
mera dil de diya
mera jeene ka bahana
koi aur nahi


9.) Family relation

i.) Sibling rivalry -- Riya Sen in Jab Saamne tum aa jaate ho by Jagjit Singh and Asha Bhonsle

ii.) Maa -- Euphoria's "Sone de maa" ---Before Kya main Itna Buraa Huun Maan and Lukka Chuppi(from RDB) by Prasoon Joshi , these were some of the best lines written on that atavistic wish which everyone feels after frustrations, struggles of adult life to get back to his childhood, to let someone else care for "aanta, daal ka bhaav" , to keep doing what one likes , to just sleep at leisure without the rude alarm clocks waking you up and deadlines to be taken care of, to be simple again, neither to feel pressurized to catch up with workaholics in weekdays nor succumbing to peer pressure of "having to do the in-things" on weekends

When it was used in the soundtrack of Shootout at Lokhandwala, the lines were something like this

lyrics of Sone De Maa

Ho Maa, Ho Maa, Ho Maa
Teri Kahaani Mein Jita Tha Beta Tera
Tu Hi Bata Maa Kya Jhuta Tha Kissa Tera
Aansu Baha Na Maa, Ik Din Yeh Hona Hi Tha
Lamha Lamha Jita Jahaan, Ladate Ladate Main Thak Gaya
Sone De Maa Main Nahi Jeena - 3
Sone De Maa, Sone De Maa

Kabse Hai Tumane Maa Aawaaz Di Na Koyi
Kabse Andheron Mein Ghar Mera Khoya Kahin
Sadiya Huyi Tere Aanchal Mein Soya Nahin
Lori Koyi Phir Se Suna
Chalate Chalate Main Thak Gaya
Sone De Maa Main Nahi Jeena - 2
Sone De Maa Nayyo Jeena
Sone De Maa

Aakhari Angadaayi, Nind Mujhe Aayi
Dheere Dheere Dhundala Sama
Hasate Hasate Abb Kar Vida
Sone De Maa Main Nahi Jeena - 2
Sone De Maa Nayyo Jeena
Sone De Maa

Sone De Maa Main Nahi Jeena
Sone De Maa Nayyo Jeena
Sone De Maa

From Ehuphoria's site

link of this lori in Euphoria's site

Teri kahaani mein sacchayee jeeti sada,
Tu hi bata maa kya jhootha wo wishwaas tha,
Bikhri kyon maa mere sapna ka sansaar tha,
Lamha-lamha dhokha naya,
Tanha-tanha main thak gaya.

Sone de maa ab na jeena * 4

Sapna jo toota bhi, dekho main roya nahin,
Saaya jo toota bhi, khud ko main bhoola nahin,
Sadiyaan hui tere aanchal mein soya nahi.
Lamha-lamha jeeta jahaan,
Tanha-tanha main thak gaya.

10.)Those which defy characterization/refuse to be slotted

i.)Daku daddy 2008 song featuring Hrishitha Bhatt and Shakti Kapoor

11.)Aie hip hop hopper tu pyar to kar by Sunidhi 2008

p.s.:-- sigh of relief(Is there an emoticon for this?)... Done ... started at 11:30 PM now is 4:00 AM (final editing done) in between some bhaatbaaji, cell phone talks, winamp song changes, net surfing...I am enjoying this relatively peaceful week .. but this is just the lull before the storm of quizzes from next week, avalanche of classes/assignments and project submission of macro eco, organization behaviour, operations management in first week of December and then End Term from 18th December