While the renowned music composer Rajesh Roshan is thrilled to see RD Burman’s Dum Maro Dum being used as the hookline in the new ad for the Apple phone, he wonders who benefits financially from it. “Pancham Da is no more. But Asha ji who sang the number to eternal fame must get royalty for it. That’s the least bit of courtesy one can expect from a multinational,” he says.
As for the durability of Dum Maro Dum, Rajesh reasons, “Well, firstly it mentions the God Lord’s name prominently… 'bolo subah sham hare Krishna hare Rama'. Secondly, it’s the genius of Pancham Da at work here. It’s a huge hit song, cutting across barriers of language, race and culture.”
However, Rajesh Roshan who in his time carved melodic gems like 'Bhool gaya sab kuch' (Julie), 'Kya mausam hai' (Doosra Aaadmi), 'Aa ree aaja nindiya' (Kunwara Baap) and 'Chhoo kar mere mann ko' (Yaraana) feels the version of Dum Maro Dum used in the Apple ad has not done justice to the original RD composition.
“They should’ve worked harder on it. It is very poorly done. What Pancham Da did in Dum Maro Dum 40 years ago is beyond a miracle. He was way ahead of his times,” ends Rajesh enthusiastically.
Apple launched several new models of its iPhone 13 line up during a livestream of the Apple Event 2021 last week. Bollywood fans quickly pointed out that RD Burman's song ‘Dum Maro Dum’ from Hare Krishna Hare Ram (1971) played during the event as the speakers revealed the latest iPhone 13. The prelude to this song also features on the gadget’s advertisement. The iconic tune has been included at the beginning of the video as a part of the 'Work All Day' song by artist Footsie.
Image Source: Instagram/rajesh_roshan/asha.bhosle, spotboye archives