They spicy controversy which was not that spicy

The screen award night was promoted heavily with the clippings of Sajid and Ashutosh controversy only. Generally, such award nights are promoted based on Star's performances. This time star's performances were showed only 2 days before the event that too with low frequency as compared to the controversy clipping.

I was doubtful even before I saw the program on TV about it and was sure it will be nothing. Sajid Khan has tried this while launching his show "Sajid's Superstars" on Colors. The first episode with Ritesh Deshmukh was heavily promoted with the clipping where Sajid Khan asks him whether he is Gay and Ritesh got offended. When the episode was finally aired it turned out to be a joke but the episode got the TRP which it was looking for. Same trick was applied in this situation also.

In the time of recession when Screen was unable to recruit expensive Stars like Akshay Kumar, Saif Ali Khan, Shahrukh Khan, Salman Khan (oops I wrote their names together ;) ) who usually perform in all the award nights. They got their event done in less budget by recruiting only actresses (5 in nos.) in the name of women power. Since they didnt have the star power to promote their event they created a clipping made by mixing statements said on different occasions which looked like a spicy controversy and promoted their event heavily using that.

It turned out to be nothing when the event was finally aired.Ashu said Shutup and immediately said Sorry. One thing I really liked about Sajid Khan is that he maintained his cool, being a host he gave all the chance to Ashu to complete his statement and was quite polite until he was provoked again by Farah Khan.

All in all you know how to market an event at its best. Kudos to Screen Marketing Team for packaging it so well and getting the TRPs which they aimed for.