Y-Films
is
coming
up
with
a
youth
film
titled
Luv
Ka
The
End.
The
film
is
directed
by
Bumpy,
and
stars
Shraddha
Kapoor
and
Taaha
Shah
in
the
lead
roles.
Luv
Ka
The
End
is
the
first
production
of
Y-Films,
a
subsidiary
of
Yash
Raj
Films.
The
film
will
hit
the
silver
screen
this
Friday
(May
6,
2011).
Luv
Ka
The
End
is
inspired
by
the
American
film,
John
Tucker
Must
Die
(2005).
Oneindia
brings
to
you
an
exclusive
interaction
with
the
Producer
Ashish
Patil,
who
speaks
about
Luv
Ka
The
End
and
it's
making.
…its
about
when
someone
messes
with
you
–
don"t
be
sad,
don"t
get
mad,
get
even
!
Producer
Ashish
Patil
tells
Bhavana
Sharma
about
the
making
of
youth
oriented
films….
Tell
us
a
little
bit
about
your
background
I
am
a
regular
middle-class
Maharashtrian
guy.
I
wrote
advertising
copy
for
a
living
at
Contract
Advertising
until
mom
said
“get
a
real
job,
you
can"t
be
a
writer
for
a
living" and
I
did
the
'sensible
thing".
I
got
an
MBA,
switched
to
strategy
and
account
planning
at
Lintas.
Had
a
killer
strike
rate
for
new
business
pitches.
Then
joined
MTV
and
spent
12
years
there.
The
last
5
as
India
head
including
P&L
responsibility
besides
having
led
every
single
function
there
from
marketing
to
programming,
promos
to
sponsorship
and
sales,
talent
relations
to
show
production
and
more.
Eventually
the
movie
bug
bit
me
and
here
I
am.
At
home
there"s
a
wife
and
a
5
and
a
half-year-old
boy
who"s
as
crazy
about
music
as
I
am.
We
spend
our
time
fighting
over
toy
bikes
and
Batman
figurines.
How
do
you
think
youth
oriented
films
can
get
better
mileage
and
platform?
We"re
the
world"s
youngest
country
with
70%
of
the
population
below
35.
There"s
350
million
people
between
15-35
[that"s
more
than
the
population
of
USA
&
Japan
put
together!]
The
youth
is
also
the
single
largest
movie
going
audience
both
locally
as
well
as
overseas.
However,
there
are
no
'youth
movies"
being
made
for
them.
Given
our
focus,
that
should
hopefully
plug
a
big
consumer
gap
and
also
juice
a
big
business
opportunity.
Does
'Luv
Ka
The
End" resonate
with
today"s
youth?
Luv
Ka
The
End
is
based
on
a
strong
consumer
insight
–
how
romance
is
big,
however,
break-ups
are
frequent.
And
given
that,
girls
are
no
longer
gonna
sit
back
and
mope.
They
will
not
be
sad,
not
get
mad,
but
get
even.
The
language,
the
characters,
the
styling,
the
music
of
the
film
is
very
young,
very
real.
The
audience
will
find
that
it
reflects
them
and
their
worlds
really
well
and
hence
should
find
a
great
connect
with
it.
Is
the
film
different
in
some
way?
More
than
different,
it"s
very
new.
The
vibe,
the
characters,
the
treatment,
the
dialogues,
the
way
it"s
been
shot.
It
marks
the
debut
of
almost
20
new
talented
actors
and
technicians
across
departments.
It"s
a
first
of
its
kind
in
terms
of
introducing
the
'teen-flick" genre.
The
music
is
very
fresh
too…
as
is
the
background
score.
What
was
the
biggest
challenge
that
you
came
across
on
this
project?
Is
there
one
sticking
point
that
sticks
out
from
production
that
was
really
tough
to
get
through?
Bringing
in
a
film
on
time
and
on
budget
given
that
you
want
to
keep
costs
under
control
is
always
tough.
Especially
when
you"re
working
with
so
many
newcomers
–
including
me
as
a
first
time
producer.
From
a
production
standpoint
–
the
challenge
was
to
make
a
film
on
a
tight
budget
but
making
sure
it
looks
shit
hot.
I
think
we"ve
been
quite
successful
on
that
front
as
it
looks
really
good.
Could
you
tell
us
something
about
your
'Zany
Characters"
Oh,
there
are
loads.
All
the
classics
of
a
teen
film,
from
the
stud,
the
girl
next
door,
the
geek,
the
dumb
blonde,
the
hottie,
the
gym
rat,
the
horny
fat
boy,
the
hot
teacher…
they"re
all
there.
This
world
of
characters
will
be
familiar
yet
new
at
the
same
time.
The
audience
hopefully
will
find
some
of
their
friends,
class-mates,
neighbours,
people
from
their
address
book
and
friend
list
in
the
film
that
they
identify
with,
can
laugh
at
and
laugh
with.
The
dialogues
being
so
casual,
conversational,
so
real
and
that
will
only
help.
What
is
the
marketing
USP
here?
We"ve
also
approached
the
marketing
differently
in
terms
of
creating
each
element
to
have
an
inbuilt
amplifier.
Material
that
is
not
pushed
down
your
throat
but
creates
a
pull
and
interest
for
consumers
to
get
interested
in,
view,
replay,
like
and
share.
Like
the
wicked
animated
teddy
series
inspired
for
the
film
or
the
Bros
before
Hos
series
that"s
getting
shared
big
time.
Even
the
first
song
we
released,
shot
entirely
using
stop
motion
–
with
7
to
8000
still
photos
and
about
450+
tshirt
changes.
What
are
the
other
two
projects
under
the
Y-Films
banner?
My
other
upcoming
films
are
a
rom
com
based
against
the
backdrop
of
social
networking
and
is
interestingly
titled
Mujhse
Fraaandship
Karoge
–
a
cheesy
take
off
on
one
of
YRF's
own
earlier
releases
and
colloquial
internet
lingo
used
for
making
friend
requests.
Directed
by
Nupur
Asthana,
it
introduces
4
new
faces,
Saqib
Saleem,
Saba
Azad,
Nishant
Dahiya
and
Tara
D'souza
and
marks
the
Our
third
film,
is
based
on
a
tech
based
caper,
which
is
the
story
of
India's
youngest
and
most
twisted
hacker
titled
Virus
Diwan.
With
a
tag
line
that
reads
'Enter.
Infect.
Escape'.
It
also
going
to
be
the
launch
pad
for
Arjun
Kapoor.
Dressed
in
brand
colors,
the
young
new
cast
and
crew,
aptly
represented
the
vibrancy,
passion
and
energy
of
today's
youth.
Does
this
film
hand
out
a
message?
If
we
wanted
to
deliver
a
message,
we"d
have
used
a
courier
service
–
not
a
film!
We
want
to
entertain
you,
not
bore
you
with
heavy
messages.
If
at
all…
it"s
about
when
someone
messes
with
you
–
don"t
be
sad,
don"t
get
mad,
get
even!