Punjabification of Bollywood is not a new phenomenon that is apparent only in the newest Bollywood films.
Predictably, a large number of dance tunes in the latest Bollywood movies that are instantly foot tapping have Punjabi beats and lyrics, which give them a distinctive flavour from other kinds of Bollywood music. These Punjabi fun songs are normally large hits and can be heard playing in the discotheques and pubs all over India for many months after and before the release of the movie.
Many of the latest Bollywood movies such as Jab We Met, Love Aaj Kal and Singh is King were made with a Punjabi setting and all of them were big successes at box office. A big Punjabi joint family has become a very well known theme among the directors for storylines of Hindi films in the last couple of years.
The Punjabi theme has gained so much popularity that in some movies the director infuses the culture in the movie film without even introducing a prominent Punjabi character. Simply some Punjabi songs with Bhangra beats spread across the movie gives it great mileage and these songs predictably become hits.
The Punjabi background and cultural setting has also been used in foreign cinema such as in movies like Bend it Like Beckham and Monsoon Wedding. The Punjabi subjects appeals to everyone and the spirited passion of the culture makes the experience of movie watching more exciting and remarkable.
The fun component of this society appeals audiences all over India.
Actually, this popularity is not limited to India alone - the Bhangra based songs are well known amongst people from all across the world. No matter which part of the world you remain or are from, when the Bhangra beats play, you are bound to stand up and dance your heart out.
So, it comes as no revelation that the newest Bollywood movies are also cashing in on this global phenomenon. Ultimately, the final objective of producers of new Hindi movies is to trade well known content and make money.