After the commercial success of the critically-acclaimed Marathi film Sairat, manufacturers of desi liquor are eager to name their brands, Sairat and Zingaat.
According to a report in Mid-Day, the Maharashtra state excise department has received two applications for naming locally-made liquor after filmmaker Nagraj Manjule's movie title, as well as after the wildly popular song 'Zingaat' that features in the film.
The names could be viewed as ideal for a liquor brand as 'sairat' means wild and 'zingaat' or 'jhingaat' means hungover in Marathi.
According to a report in the Times of India, the excise department received the applications to use the names last month. As per procedure, the excise department has issued a directive, and is waiting to see if there are any objections to the liquor brands being allowed to use the names. If no one files an objection within the stipulated period of 15 days, they will give the go-ahead to the manufacturers.
HuffPost India has reached out to filmmaker Manjule for a comment, and is awaiting his reply.
Local or desi liquor manufacturers often appropriate names, titles and words from pop-culture as brand names.
According to Mid-Day, names inspired by film such as the Marathi movie Bhingari (which literally means spinning top), and the popular Hindi film Bobby have been used as brand names in the past.
Sairatwas released in April this year and hailed for capturing the nuances that define caste and class boundaries, gender divides, and politics in rural Maharashtra, via a love story revolving around two teenagers.
Not only was the film critically-acclaimed, but it also became the highest earning Marathi film of all time, with a worldwide box-office collection of over ₹100 crore.
ICYMI here's the song 'Zingaat' from the Marathi film Sairat.
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