Aiyyaa

Aiyyaa
Theatrical release poster
Directed by	Sachin Kundalkar
Written by	Sachin Kundalkar
Produced by	Anurag Kashyap Guneet Monga Viacom 18 Meraj Shaikh
Starring	Prithviraj Sukumaran Rani Mukerji Subodh Bhave Nirmiti Sawant
Cinematography	Amalendu Choudhary
Edited by	Abhijeet Deshpande
Music by	Amit Trivedi
Production companies	Viacom 18 Motion Pictures AKFPL
Distributed by	Viacom 18 Motion Pictures
Release date	12 October 2012 (2012-10-12)
Running time	152 minutes
Country	India
Language	Hindi
Box office	₹9.58 crore[1]

Aiyyaa (transl. Oh my!) is a 2012 Indian Hindi-language parody film starring Prithviraj Sukumaran and Rani Mukerji in the lead roles. It was written and directed by Sachin Kundalkar and jointly produced by Anurag Kashyap and Viacom 18 Motion Pictures.^[2] The trailer was released on 6 September 2012. The movie was released on 12 October 2012 worldwide.

Plot

The story is about a Marathi girl, Meenakshi Deshpande (Rani Mukerji), falling in love with a Tamil artist, Surya Iyer (Prithviraj Sukumaran). She is a librarian at the college. She has five members in her family (including herself): a wheelchair-using grandmother who is blind and has gold teeth; her father, who smokes four cigarettes together; her mother, who is obsessed with Meenakshi's marriage; and her brother Nana, whose only love in life is dogs. To escape the craziness of her family, Meenakshi lives her life in dreams. In her dreams, the only thing she's doing is dancing and enacting her favourite actresses, Madhuri Dixit, Sridevi, and Juhi Chawla. Her colleague Maina, nicknamed "Gaga Bai,"  is an eccentric woman who dresses up in weird ensembles inspired by pop star Lady Gaga.

Meenakshi's family is looking for a suitable groom, but Meenakshi, who doesn't believe in arranged marriages, is waiting for her prince and wants her dream wedding. That's when Surya enters. Surya is an art student, and the moment Meenakshi looks at him, she falls in love with his tanned skin and a mysterious fragrance emanating from him. By this time her family has found the 'right guy' Madhav for her and is rushing with her wedding.

The rest of the film involves Madhav running after Meenakshi and Meenakshi following Surya. Nana gets engaged to Maina under bizarre circumstances when Meenakshi goes missing on her engagement when she was following Surya and ends up in his incense sticks factory. Meenakshi learns that Surya's fragrance, that she got enthralled by, was because of his involvement in the factory. In the end, Meenakshi succeeds in winning over Surya's heart, and they get engaged in a traditional Maharashtrian ceremony.^[3]

Cast

• Prithviraj Sukumaran as Surya Iyer
• Rani Mukerji as Meenakshi Deshpande
• Jyoti Subhash as Meenakshi's Grandmother
• Nirmiti Sawant as Meenakshi's Mother (Aai)
• Anita Date-Kelkar as Maina
• Subodh Bhave as Madhav Rajadhyaksha
• Amey Wagh as Nana
• Satish Alekar as Meenakshi's father
• Kishori Ballal as Surya's mother
• Pakkada Pandi as Pakkada Pandi
• Devnendra Joshi as Babloo
• Madhura Deshpande as Kamala
• Esha Wadnekar as Anju
• Vineet Vatve as Purohit

Production

Pre-production started in August 2011 and the film went into shooting by the first week of October 2011. The shooting ended in April 2012, and the film was released on 12 October 2012.^[4]

Certifications

Aiyyaa was given a UA by the CBFC despite the sexual scenes.^[5]

The BBFC gave Aiyya a 12a for infrequent moderate sex and drug references.^[5]

Soundtrack

Aiyyaa
Soundtrack album by Amit Trivedi
Released	21 September 2012 (2012-September-21)[6]
Genre	Feature film soundtrack World Music
Language	Hindi
Label	T-Series
Producer	Amit Trivedi
Amit Trivedi chronology
English Vinglish (2012) Aiyyaa (2012) Luv Shuv Tey Chicken Khurana (2012)
External audio Audio Jukebox on YouTube

All lyrics are written by Amitabh Bhattacharya; all music is composed by Amit Trivedi^[7]

No.	Title	Singer(s)	Length
1.	"Dreamum Wakeuppam"	Sowmya Raoh	3:31
2.	"Sava Dollar (Lavani)"	Sunidhi Chauhan	4:47
3.	"Aga Bai"	Shalmali Kholgade, Monali Thakur	4:25
4.	"Mahek Bhi"	Shreya Ghoshal	5:18
5.	"What To Do"	Sneha Khanwalkar, Amitabh Bhattacharya	5:26
6.	"Wakda"	Amit Trivedi	4:06

Reception

The soundtrack received positive reviews on release. Music Aloud's review rated it 8/10.^[8] Musicperk.com rated the album 8/10 quoting "Aga Bhai, Mahek Bhi, What To Do and Dreamum Wakeupum are the picks of the album".^[9] Shresht Poddar, of Score Magazine, gave the album 3 out of 5 stars saying, "Melody-wise, the album is just above average. Innovation-wise, it scores full marks from me. Amit Trivedi dares to be experimental when his contemporaries are staying safe by sticking to tried-and-tested methods."^[10] Suhail mir of Gomolo, gave the soundtrack 4 out of 5 stars mentioning, "'Aiyyaa' is a triumphant album all the way. Dares to be quality entertainer with experimental tracks that are promising. Amit trivedi shows his real – class with 'Aiyyaa', a mix of styles, tastes and generes. An intelligently packaged complication."^[11]

Rumnique Nannar said "Aiyyaa is one of the most spirited and hilarious albums in such a long time that lives up to its trailer and wacky style. Each of the songs has something to celebrate and enjoy, and it is often so rare to hear an album so joyous and downright fun." and gave 4 on 5. Moreover, Anita date was praised by the entire film fraternity for her top notch performance.^[12]

Critical reception

Professional reviews
Review Scores
Source	Rating
Koimoi
DNA India
The Times of India
YAHOO
India Today
Hindustan Times
Bollywood Hungama
Kerala Films
Rediff
IMDb
India Masala

The film was released worldwide on 12 October 2012. Aiyyaa garnered mixed to negative reviews. While the performance by Rani was praised and admired by the critics, the inadequacy of the plot led to disappointing outcome. Bravos, a review aggregator website specifically for Indian movies, assigned the film an average score of 38 (out of 100) based on 7 reviews from mainstream critics. Madhureeta Mukherjee of Times of India gave it 2.5 stars. "Even with such a talented ensemble, this one turns into a cultural showpiece, and gets lost in translation." said ToI.^[13] "Aiyyaa is let down by its weak script" writes Prasanna D Zore of rediff.^[14]

Roshni Devi of Koimoi gave it 3 stars. "Watch Aiyyaa for a quirkily different film with very good performances but be warned that it drags."^[15] Social Movie Rating site MOZVO gave it 2.9 putting Aiyyaa in 'Average' category.^[16] Taran Adarsh of Bollywood Hungama gave it 3 stars.^[17] Kanika Sikka of DNA gave it 2.5 stars. "Aiyyaa is an average entertainer" said DNA.^[18]

Kerala Films gave 2 stars and added "Aiyya is let down by a confused script."^[19] Anupama Chopra of Hindustan Times rated Aiyya 2 stars and added "Whackiness can't carry a film."^[20] Reviewers on IMDb gave Aiyya an overall all mark of 4.1 out of 10.^[21] Shilpa Jamkhandikar of India Masala rated Aiyaa 3 stars praising the cast and the stories, saying 'What it doesn't have is something that binds all of this together. Kundalkar makes a bizarre mash-up of several genres and ends up with a film that doesn't do too much justice to any one of them."^[22]

Raghavendra Singh of FilmFare praised the movie and says "It takes courage to present something never-done-before on the larger-than-life canvas of the big screen. And surprisingly debut director (at least in Hindi films) Sachin Kundalkar shows this trait with great effect in his film Aiyyaa. Hats off to an established star, Rani Mukerji, for showing such conviction in Kundalkar's experimental vision."^[23]

The songs "Aga Bai" and "Dreamum Wakupum" became super hits and chartbusters, both getting over 1 million views on YouTube in less than 1 week of being released. Both charted in the top 5 of the India's Airplay Top 100 and have been promoted strongly on TV and Radio broadcasts.

Box office

Overseas

Aiyyaa was released overseas in a very limited number of theatres (30 in the United Kingdom) and as a result did poorly in overseas markets with its opening collecting around $125 500 overseas; however, it averaged $4,000 in each theatre over its opening weekend. It dropped 90% the following weekend.^[24] Subsequently, it was declared a flop by Box Office India for its overseas performance.^{[citation needed]}

India

Aiyya had many high expectations at the box office from both filmmakers and box office predictors due to high advertisement and raving reviews from the trailers and promos alike. They were expecting 80%–100% occupancy throughout the country on its opening day and that it would collect 15–200 million on the first weekend.^{[citation needed]}

Awards and nominations

Award	Category	Recipients and nominees	Result	Ref.
5th Mirchi Music Awards	Upcoming Female Vocalist of The Year	Shalmali Kholgade – "Aga Bai"	Nominated	[25]

References

1. "Aiyyaa Box Office Collection".
2. "Rani Mukerjee signs Anurag Kashyap's next". Ndtv.com. 4 October 2011. Archived from the original on 23 June 2012. Retrieved 20 October 2011.
3. Bollypedia. "Storyline of Aiyyaa (2012) Movie Plot Trailer". www.bollypedia.in. Retrieved 7 February 2023.
4. "Malayalam actor Prithviraj to romance Rani Mukerji and the production budget of the film is 9 crore and marketing budget of the film is 7 crore a toal of 16 crore of investment". Rediff.com. Retrieved 20 October 2011.
5. Aiyyaa (2012) – Information, Review, Rating, Trailers, Videos, Posters, Box Office and more – Beekays Movies
6. "Aiyyaa (Original Motion Picture Soundtrack)". iTunes Store.
7. "A Tale of Two Worlds". The Indian Express. 30 September 2011. Retrieved 20 October 2011.
8. "Aiyyaa – Music Review". Music Aloud. 20 September 2012. Retrieved 25 September 2012.
9. "Aiyyaa | Musicperk – Trending news, analysis, reviews, ratings and exclusive content for music". Archived from the original on 30 October 2012. Retrieved 7 October 2012.
10. Poddar, Shresht. "Music Review of Aiyyaa".
11. Suhail, mir. "Music Review of Aiyyaa by Suhail".
12. Aiyyaa Music Review – BollySpice
13. "Aiyyaa Review". The Times of India.
14. "Review: Aiyyaa, what a letdown!". Rediff. Retrieved 12 October 2012.
15. "Aiyyaa Review". koimoi.com. Retrieved 12 October 2012.
16. "Aiyyaa Review". MOZVO. Archived from the original on 19 April 2015. Retrieved 12 October 2012.
17. "Aiyyaa". Bollywood Hungama. Archived from the original on 8 September 2012. Retrieved 12 October 2012.
18. "Review: Aiyyaa is an average entertainer". DNA India. Retrieved 12 October 2012.
19. "Aiyyaa Hindi Review:script". Kerala Films. Retrieved 13 October 2012.
20. "Anupam Chopra's Review: Aiyya". Hindustan Times. Archived from the original on 13 October 2012. Retrieved 13 October 2012.
21. "Aiyyaa". IMDb. Retrieved 12 October 2012.
22. "Aiyyaa: Theatre of the absurd". India Masala. Archived from the original on 14 October 2012. Retrieved 12 October 2012.
23. Singh, Raghuvendra (12 October 2012). "Movie Review: Aiyyaa". FilmFare.com. Retrieved 12 October 2012.
24. "Boxofficeindia.com". Archived from the original on 9 December 2012. Retrieved 17 October 2012.
25. "Nominations – Mirchi Music Award Hindi 2012". radiomirchi.com. Retrieved 27 April 2018.

External links

• Aiyyaa at Bollywood Hungama
• Aiyyaa at IMDb