Humshakals' parody video goes viral

Mumbai: Even though Sajid Khan's latest film Humshakals has managed a BO collection of Rs 57 crore in its first week, Khan has received ample flak for making a film, which he says, is his tribute to Kishore Kumar. While some have lashed out at the director on social networking sites, Culture Machine along with Schitz En Giggles' have made a parody video titled, Enough is Enough, Sajid Khan.

The video, which has crossed over 70,000 views on YouTube in two days, deals with the five stages of depression (denial, anger, bargaining, depression and acceptance); one goes through to come to terms with a Sajid Khan film. So you have a man asking his friend, "What kind of moron will invest in Sajid Khan after Himmatwala?" and his friend replies, "The same kind which invests in Jacky Bhagnani," alluding to producer Vashu Bhagnani.

The idea of making this video came to the group, when a couple of them watched it at the theatres in the opening week. "It was unbearable, and so we decided to script a video on the plight of going through a Sajid Khan film," says Karan Talwar, founder of Schitz En Giggles'. And so an exasperated protagonist says, "Even my grandfather's funeral was funnier than this film."

But what goes behind making a video go viral, when there is plenty of content to choose from? Sameer Pitalwalla, CEO of Culture Machine says, "While the barriers to entry are low, the process of creating great humorous content is still very hard. You can strike gold once or twice, but to do it consistently, requires a massive team effort." Karan adds, "But we don't think about the kind of views our video might get when we are conceptualising it. The idea is also to make comedy relatable."