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[aryan]

It looks like Telugu filmmakers are pulling out all stops to make their big-budget extravaganzas huge money-spinners.

Close on the heels of sexy starlets Charmme, Hansika and Deepika Padukone shaking their booties in item songs, it’s now the turn of other Bollywood hotties Shriya Saran, Anita Hasanandani and Mahek Chahal to gyrate with T-town superstars. Even T-town’s numero uno Anushka is joining the fray with a special number in Takita Takita. “Anushka has confirmed she’ll do a special song in our film,” said producer Bharat Thakur.
Meanwhile, Shriya’s making a comeback to Tollyland with a racy number with Pawan Kalyan in Komaram Puli. Another screen scorcher Anita is also bouncing back with a foot-tapping chartbuster in Kalaver King. “It’s a fascinating number and I really enjoyed dancing to it,” says Anita.

Debutant director Kiran, who had once declared he disliked clichéd item numbers, has now canned one with Nagarjuna and Mahek for Kedi. “I do not believe in this item number business, but we needed a special number in a sequence to carry the story forward. I saw some clippings of Mahek’s item number with Salman Khan in Wanted and felt she’d be apt,” he explains.

Even filmmaker Sekar Kammula seems to have joined the bandwagon. In his upcoming film, he’s roped in TV anchor Udaya Bhanu to do the honours. “I won’t call it an item number, it’s a nice dance number that’s relevant to the plot,” says Sekhar.

But do item songs really spin BO magic? “I don’t think so. The audience is unlikely to fall for such gimmicks. Only a strong storyline is the USP of any film,” says producer Chintalapudi Srinivas.

For a lot of filmmakers though, incorporating item songs seems to be a lucrative option, as they can use these to create some pre-release buzz. And for celebs, it’s a win-win situation all the way.