Why Are ‘Item’ Numbers Still Relevant?

The Swaddle team explores the history of 'Chaiyya Chaiyya,' Helen's cabaret dances, Madhuri Dixit ending the vamp/heroine binary, and 'feminist' item numbers, to understand whether the 'item number' can be empowering.
Correction: The dates mentioned in the sources for some of the songs are inaccurate. Here are the corrected sources:
At 1:07 -- Mayya Mayya (2007)
At 3:11 -- Yeh Hawas Kya Hai (1974)
At 5:15 -- Yaarana (1995)
At 6:54 -- Mehboob Mere (2000)
Research Sources:
1. The Item Number: Cinesexuality in Bollywood and Social Life by Rita Brara (www.epw.in/journal/2010/23/sp...)
2. Chapter 3 (Misogyny and Erotic Pleasure in Bollywood’s “Item Numbers”) in Misogyny, Toxic Masculinity, and Heteronormativity in Post-2000 Popular Music by Suman Mishra (link.springer.com/chapter/10....)
3. Item Number/Item Girl by Akshaya Kumar (www.researchgate.net/publicat...)
4. Film Dance, Female Stardom, and the Production of Gender in Hindi Cinema by Usha Iyer (d-scholarship.pitt.edu/22815/...)
5. The story behind Madhuri Dixit’s ‘Ek Do Teen’, the most famous counting exercise in Hindi film music by Scroll staff (scroll.in/reel/872889/the-sto...)
6. Stardom Ke Peeche Kya Hai?/What Is behind the Stardom? Madhuri Dixit, the Production Number, and the Construction of the Female Star Text in 1990s Hindi Cinema by Usha Iyer (read.dukeupress.edu/camera-ob...)
7. Of Names of Women in Hindi Cinema: An Exploration in Semantics by Anindita Ghose (www.researchgate.net/publicat...)
8. What Led to the Debate on ‘Vulgarity’ in 1990s India? ft. Shohini Ghosh ( • What Led to the Debate... )
9. The Troubled Existence of Sex and Sexuality: Feminists Engage with Censorship by Shohini Ghosh (www.academia.edu/44225499/The...)
10. What Is Behind Film Censorship? The Khalnayak Debates by Monika Mehta (legacy.chass.ncsu.edu/jouvert...)
11. Framing the Body and the Body of Frame: Item songs in popular Hindi cinema by Ravneet Kaur
(www.researchgate.net/publicat...)
12. 'Is it time to bury the item song? The answer can only be yes' by Damini Kulkarni in The Scroll (scroll.in/reel/897299/is-it-t...)
13. 'Are item songs passe?' by Uma Ramasubramanian in The Asian Age (www.asianage.com/entertainmen...)
14. Dr. Shohini Ghosh on Savita Bhabhi, Media Censorship, and Queer Cinema in India by The Swaddle team (dashboard.simplecast.com/acco...)
Credits:
Edit and Motion Graphics: Bavana Gone
Art Director: Neha Shekhawat
Scriptwriter, Voiceover: Anahita Sachdev
Sound Design & Mixing: Pranav Ratra
Visual Researcher: Avishi Gupta
Creative Director: Shrishti Malhotra
Executive Producer: Karla Bookman
Don't forget to subscribe to our channel: kzbin.info...
Check out our website: theswaddle.com/
Instagram: / theswaddle
Twitter: / theswaddle

[@PokhrajRoy.]

I want “dripping with sanskaar” on a T-Shirt. It’s exclusive ‘The Swaddle’ MERCH. 😂

[@mansipandit6310]

Hey swaddle we needd this😂😂damn tshirt please

[@umamaheswariselvakumar141]

😂

[@smritinotiraniplease7743]

@@miura9529 🤣yess that would be even more ironical

[@snehagupta2383]

😂😂😂

[@rob4614]

Listen man i am still waiting for you to answer my question "what is a woman"

[@saanvinalavde]

'Param Sundari' surely deserved a mention in this video. AR Rehman's composition, Kriti Sanon's graceful performance, Shreya Ghoshal's angelic voice and especially Amitabh Bhattacharya's lyrics made the 'item song' stand out from the rest.

[@Trollika_Devi]

Catchy song. Shreya did a great job but the lyrics are disgusting. Lolita this, basket of melons that. Ugh.

[@rach101]

Idk i feel sheila ki jawani more empowering than Param sundari

[@shivanshrattan6895]

"Pairon me paayal ki bedi se bandhke main na rehne vaali, main alhad purva ke jaisi hoon pardeson tak behne vaali. Mujhe gehnon se bandhke sapnon ki chaahat hai, Jin sapnon ko sachh ho jaane ki aadat hai, Katti hai meri mardon se, Yaari filmon ke pardon se." Lyrics of Param Sundari song. What more empowering lyrics do people need in an item songs ?

[@myyeschannel]

Shreya ghoshal didn't even get single award for this song rather they giving this award to raatan lambiyan and all just because of these songs popularity what a shame

[@Trollika_Devi]

@@shivanshrattan6895 Yeah those lines are good. But dancing to them before a crowd of horny males leering at you and calling you a tokri of santre , thrusting your hips chest and your behind at them and lying on the floor squirming isn't the best way to empower yourself. It's entertaining but not empowering.

[@aryakumar9921]

Wow, I love how this video explores different sides of an item number and states facts, not opinions, so the audience is left pondering about how right or wrong it is and to what degree. Amazing video Swaddle.

[@afnan8107]

Hats off to the team behind Swaddle 👍👏👏

[@RojaJaneman]

By cherry picking facts, it’s a highly dishonest coverage. It’s exponentially worse than flawed coverage. It much more cunning/potent in misleading masses. When ur culture is corrupted/perverted by lies, usually with an agenda, and u let them lead u, it’s going to bear difficulties and hardship for u and ur progeny.

[@pikachuthunderbolt3919]

The era of Helen , zeenath , Parveen and dance performance like saath sumandar par are very different than chikni chameli or fevicol It got ridiculed from a person or art to mere cheap vulgar lyric song and dance . The 60-70s era had lot of hard work in performance , lyrics , costumes and creativity whereas the after 2010 era it just cheap crap making women wear 2 piece and dance upon which excites creepy man and at the same discomforts woman .

[@chetnagupta3571]

@@pikachuthunderbolt3919 well, I'd like to disagree with you on this. Since you mentioned the song, "Saath Samundar Par," I'd like to ask you that how is it any different from the song "Dilbaar" which featured Nora Fatehi. The former talks about how the woman is willing to travel across continents, just to be with her lover because she's insanely and madly in love with her. Similarly, the latter, Dilbar, expresses a very similar emotion. Nora expresses that since the day she saw (her lover) she hasn't been able to give her undivided attention to anything else. He's always on her mind. I feel that regardless of what era it was, commodifying women and reducing their agency to only being someone who's good enough to be "sexualised and taken advantage" has been a redundant theme in all these songs. I'm still shaking my head, thinking that if the song "Maahi Ve" expressed pain and agony of the woman for her love interest, why in the world was Malaika asked by the directors to perform a dance on the pole? It seems to be so out of context. She could have easily sat down and performed the song, expressing her pain and longing for her love, maybe with a mic and a musical instrument, just like Amitabh Bachchan did in the song, "O Saathi Re" from Muqaddar ka Sikandar.

[@_K73595]

If swaddle let's people decide what is right and wrong, some people say an item song is good but some others say that item song was bad, it doesn't solve any issue.

[@vinnienanda]

Unpopular opinion, it is also the audience that loves item numbers. We as Indian audiences, majority of them coming from middle-class families find an escape in song and dance films or masala films. On one hand we criticise item numbers and on the other hand we want item numbers at weddings and parties. How ironical is it?

[@Richa_cute]

Simply because they have no choice. What else they gonna play at weddings? Harry Styles? Calvin Harris? Some weddings in suburbs also played "Mere desh ki dharti" because it's an evergreen song. In the past people used to play Vengaboys. If bollywood is ready to course correct, so will the people.

[@Trollika_Devi]

I like them but I can see how sexist and exploitative they are. You are right, we criticise but we also play them a lot.

[@Aiibh]

@@Richa_cute hey why venture out to Calvin Harris and Harry styles when we have artists who are household names like Taylor Swift and Katy Perry to deliver us pop perfections.

[@Richa_cute]

@@Aiibh because in a wedding people usually play edm than pop.

[@pikachuthunderbolt3919]

It's just excuse Then one need to tear down such things in weddings and make it more of class In many Rajasthani families ,people don't have such tamasha in weddings rather than attenders dance upon instrument music and good light music is played in reception .

[@r.h.6249]

I think this whole item song phenomenon suffered from over-exposure...i do think Item songs earlier in 80s and 90s were not that harmful as they were a release of a form of sexual energy for both men and women and it did help women to own their sexuality and in a sexually repressed society like India men got sexual gratification but within reasonable limits...the problem started in late 90s when there were too many item songs with indecent lyrics and filmed through hypersexualised male gaze...t just jumped the gun to misogyny at that point...moving forward i think item songs can exist in music videos and maybe commercial cinema but i wish they would own its narrative like many western female pop stars have done in recent times by presenting their sexuality but in an empowering way...one of the main problem of today item songs trying to flip the script like Shiela ki Jawani and Oo Antava is that while the lyrics supposedly try to empower the dancer, the hypersexual male gazed filming of their dances almost reverts all of their message ironically...contrast that to international pop stars like Doja Cat who in her songs like Women and Kiss me more is extremely sexual but it feels different because it is filmed through a female gaze and feels empowering to the perfoemer

[@saimaharaj109]

Indian liberals: Bollywood is sexist! Also indian liberals: Let's go watch a cool, edgy anime where rape is glorified!

[@abhishekshinde7258]

Well stated !

[@anushka6559]

What are you talking about...western media even when done by women creators themselves falls under the male gaze..You are one of the Indians who feel like westernization means feminism...I would reccomend you to check out some famous commentary videos on male gaze and how especially black women are only restricted within the box of male gaze ...there was a video on Wap and feminism and male gaze by a black woman creator..

[@pikachuthunderbolt3919]

Agree

[@pikachuthunderbolt3919]

@@anushka6559 lol the standards of ours are pretty lame and low .

[@modernmonkhere]

Fom "baabu ji dheere chalna" to "baabu ji zara dheere chalo" was a journey. Yeah. WAS. Gangubai Kathiawadi's "item" song featuring Huma was something refreshing and not cheap. YJHD's "item" song featuring Madhuri was something playful and not cheap. I hope the item songs will goes on to become playful, refreshing, culturally rich, and pragmatic, rather than ones who throw bunch of dudes around a semi-naked girl/women staring at her body parts and lusting on her. And altogether, the word "item" will be replaced or will get a new meaning not related to a human in any way - either male or female.

[@pikachuthunderbolt3919]

The era of Helen , zeenath , Parveen and dance performance like saath sumandar par are very different than chikni chameli or fevicol It got ridiculed from a persona of art to mere cheap vulgar lyric song and dance . The 60-70s era had lot of hard work in performance , lyrics , costumes and creativity whereas the after 2010 era it just cheap crap making women wear 2 piece and dance upon which excites creepy man and at the same discomforts woman .

[@modernmonkhere]

@@pikachuthunderbolt3919 I think focus on representing women as a showpiece was the same thing back then, as similar to what it is now... Surely the art and craft was different as it had originality and creativity but alas... Women is the center focus here surrounded with men who gaze at her anyhow. I'm not sure if I'm familiar with distinguished songs like one from Gangubai, existing back in the vintage Bollywood as I can only remember songs such as Mehbooba.

[@thechuckleshow2470]

Shikayat song from Gangubai was not an "item" song. It's just a qawali with lyrics related to "separation in love". And as the situation was going on in the film, it will not b wrong to call it a "sad song", more like a gazal.

[@modernmonkhere]

@@thechuckleshow2470 I also see items songs as the songs that features an additional cast, a celebrity's cameo or a special appearance for only the movie's song. Or maybe some extended cameo (like Malaika Arora after "Anarkali" song in Housefull 2/3, can't remember)

[@amruthaparulkar1405]

Amitabh Bhattacharya ji writes great lyrics , listen to Katrina Kaif's KAMLI. I live Bhattacharya ji 💖

[@whompingwillow7020]

My one major issue with item songs (atleast in most Telugu movies) is that hero is not expected to be loyal. He is with the heroine throughout the movie and dances suggestively with another woman for an item song. Also Samantha did not need 'Oo antava' to exhibit her dancing skills. In many songs from her previous movies, she outperformed/dominated her screen partners.

[@hiiiiiiiiiiiiiiii540]

So by dancing with another woman, the hero suddenly became disloyal? 🤨

[@ivy772]

@@hiiiiiiiiiiiiiiii540 with that said should a woman dance with a half naked man too? Because if a man can dance with a woman then a woman can dance with a man too 🤷

[@hiiiiiiiiiiiiiiii540]

@@ivy772 yupp . They just dance, never crossed the limit by doing anything else

[@lakshmi5307]

Did anyone feel like *If it's one woman and many men..the female is like an object they admire n satisfy them.* *But if it's one man and many women, the man acts like he got all he want, is powerful and the women are to satisfy him* Either way, women r objectified. Women don't get satisfied? Men can't be "objectified" by women? What's this power in having lots of women while having a lots of men is called "whore"?

[@gampa_10_31]

Men can also be objectified, example is BTS Is getting objectified by lakhs of teenage girls

[@lakshmi5307]

@@gampa_10_31 oh right, but that's not the context here. In that case Harry styles, Justin Bieber, louis were actually sexually violated. Here it's bout the videos that focus on overly sexualizing women n making it a normal thing. Never seen an item dance performed by men where he satisfy thirsty powerful women who crave for it, but the opposite is okay?

[@gampa_10_31]

@@lakshmi5307 1)who decides which is overly sexualized or not 2)and you don't see men performing item songs for powerful women because those type of powerful women are very less, but they too are there, like cleopatra

[@gampa_10_31]

@@lakshmi5307 and for your information, there is also a male item song called rathi puhspam

[@lakshmi5307]

@@gampa_10_31 compare rathipushpam with these item songs mentioned...rathipushpam is a beautiful one...the dance isn't bout showing ur belly button n cleavage. That song is done with really amazing choreography and expressing the romance through the lyrics in a beautiful way. Who said there ain't powerful women? Also...in movies most of these characters are fictitious, so there's nothing wierd to make a powerful female character who enjoys men...

[@vinniethebee479]

I think that main problem lies in the way the camera pans over a women's body. Some are just dance no. And they can be sensual without over sexualizing a women's body. Plus some lyrics are just too problematic and misogynistic. You can't deny that.

[@pikachuthunderbolt3919]

The era of Helen , zeenath , Parveen and dance performance like saath sumandar par are very different than chikni chameli or fevicol It got ridiculed from a persona of art to mere cheap vulgar lyric song and dance . The 60-70s era had lot of hard work in performance , lyrics , costumes and creativity whereas the after 2010 era it just cheap crap making women wear 2 piece and dance upon which excites creepy man and at the same discomforts woman .

[@amruthaparulkar1405]

Telugu film industry gets worse and very disgusting in this case. For ex. , watch cringe scene of Ala Vaikantapurmavloo movie where Allu Arjun shamelessly stares at Pooja Hegde's legs. Director is a pure Tharki. They have no respect for women.

[@hiiiiiiiiiiiiiiii540]

@@amruthaparulkar1405 tumhara farah khan, ekta kapoor khud woman hoke aisi kaam krti hai

[@raghavnamasivayam8706]

Well why should it be sensual why would you want to sexualise women or humans

[@Foundation_drop]

​@@hiiiiiiiiiiiiiiii540even the item songs made by men can't hold upto the level of fevicol, it's unbelievable. It's my favourite item song, I watch it regularly.

[@selfproclaimedsinger9407]

First of all the terminology has to go. "Item number" is very demeaning as it directly objectifies women who are expressive of their sexuality. The problem with these songs is the lyrics and how the sequence is portrayed. Most of the lyrics are objectifying and misogynistic. The entire song is shot through the objectifying male gaze and concentrates on sexual feelings the way men see them. That is, the focus is not on the woman being sexual, it is on catering to a predominantly male audience and how they wish to view sexual expression in women. We need sexual expression in women but don't want the objectifying male gaze.

[@saimaharaj109]

Maybe if all indian women develop right-wing conservative mentalities, there will be no problems regarding objectification. Indian women should act like Shefali Vaidya and Deepika Narayan Bhardwaj.

[@Trollika_Devi]

You can't eat your cake and still have it. Expressing your sexuality before a voyeuristic audience of mostly men , men who are hooting and leering at you comes with a price. You get objectified.

[@Trollika_Devi]

Some of the lyrics are really tacky yes.

[@pikachuthunderbolt3919]

The era of Helen , zeenath , Parveen and dance performance like saath sumandar par are very different than chikni chameli or fevicol It got ridiculed from a persona of art to mere cheap vulgar lyric song and dance . The 60-70s era had lot of hard work in performance , lyrics , costumes and creativity whereas the after 2010 era it just cheap crap making women wear 2 piece and dance upon which excites creepy man and at the same discomforts woman .

[@stankssmile5865]

Sadly that concept will become "don't objectify me I will objectify myself" cringe criteria as long as nature exists women will want to be noticed and men will want to notice

[@Aiibh]

I swear to god the amount of research you guys put in your videos is beyond this world. These videos are amazing. Keep going you guys.

[@anupamaMall]

The question is whether the song is celebrating human sexuality or objectifying the dancer instead 😅

[@raja-jl9os]

Mahi ve 😍😱

[@pragatinayak8513]

You have good question😊

[@PRERNAKASHYAP]

'Sheila ki Jawani' is a celebration, for instance. While 'Munni Badnaam' is sheer objectification.

[@shivangisingh8039]

One of the most thought provoking videos in the series convering various sides and perspectives

[@paanchstudies]

This is so brilliantly researched and beautifully edited! Love this channel and the podcast

[@bp_21]

This is such a well researched and written video.

[@rohittak678]

Madhuri, the undisputed queen of dance, drama and entertainment! Oh the 90s!!! Bring them jewels back!!!!

[@na-hg3ch]

Meh

[@na-hg3ch]

Sridevi in Telugu cinema >>

[@sreelathavr4133]

Vikram doesn't have any songs 😂😂🤡

[@train_xc]

She’s hot !!!

[@01Ashish]

Biggest issue is when we call out films like ' Kabeer Singh' in the light of feminism why we give so much deep analysis and try to ignore the sheer fact of objectification of women in these songs. Just look at it 1)" Mai to tandoori murgi hu yaar gatka le mujhe alchohol se" 2)"Aai chikni Chameli..... " 3)"Tu cheej badi hai mast mast .." 4)"Baby doll" 5)"Chitiya kalaiya we..." I didn't find a slight objection in this video regarding objectification of women in those songs.

[@miura9529]

Arjun reddy was guilty for many things not objectification tho .

[@01Ashish]

@@miura9529 Ok for Arjuna Reddy ,we have got moral ground based discussion, and call him guilty, and for this sheer objectification and demeaning show of women, we have analytical, comparative, historical, geographical, biological blah blah discussion. Great.

[@itsoblivion8124]

Then almost all songs are wrong. U will find very least number of songs which is not objectifying a person so stop crying and get a life

[@itsoblivion8124]

Uska hi banana ,mujhe haq hai and many blockbuster soulful songs are objectifying men and women

[@01Ashish]

@@itsoblivion8124 Ohh you heard me crying😅. This is over generalization that objectifying a person is common. But you probably don't know the difference between objectifying and comparing. If you are saying someone you look like moonshine, that comparison but if you say you are "tandoori murgi and one should swallow you with alcohol" what is this 😅? this is objectification. I hope you'll get a life of dignity. Thanks.

[@suhini1209]

The kind of Research that The SWADDLE do in every video is impeccable. Also doing a round of applause for The Editor.Also the reader . Thank you Team SWADDLE. PS: Kind of Subject, Topic you guys chosen for videos is Different in Crowd.

[@durgashaw1782]

Conclusion - Bollywood should change the way they shoot their item song... And can we just drop this word "ITEM" it should be "seductive song"

[@ananya1300]

no words to express how well y’all articulated this🙌🏽

[@anuskabhatta7228]

This was an amazingly put together video. The best thing is it spoke how the item numbers themselves can't be good or bad, regressive or woke, but it's people's attitudes and narratives surrounding it

[@kismita1]

Excellent work, Swaddle. It was a video with amazing visuals and balanced information.

[@dr.pomitaghoshal672]

The item song 'Kamariya' in Stree by Nora Fatehi was interesting. It did objectify the woman's body, but it also appeared in a specific context in the movie, and it made the 'item girl' surprisingly human - getting uncomfortable when the men got too close, pushing them away, feeling relieved when her bodyguards said it was time to leave. It was just one of the ways the movie subtly played with gender stereotypes and subverted them.

[@zany4132]

Also, the portrayal of Bijli in Parched did justice to the character

[@dr.pomitaghoshal672]

@@zany4132 Yes

[@Foundation_drop]

No she showed finger and called him near and pushed him away, that's called teasing, she was dancing very close to men throughout the song. She didn't show any sign of releaval when bodyguards came, she happily waved at men and went away with a smile. Nothing so progressive or reggressive about it.

[@mahimamishra3331]

I would like to add 'Param sundari' Of Kriti sanon the song is one of the most streamed songs and is all named as an item number, the song isn't shown objectifying Kriti more overly it's about appreciateing her beauty but not in a vulgar or dirty manner

[@raja-jl9os]

Women ☕

[@amandadarkwood535]

exactly, I wouldn't consider that an item song. It all really depends on how the song is shot, how the female body is portrayed on camera, the lyrics, the choreography, men ogling or not etc. I wouldn't consider sheila ki jawani an item song either bcz she's not just an object for the male gaze, she's owning her sexuality.

[@hiiiiiiiiiiiiiiii540]

I think the song cheej badi hai mast mast 2.0 version was also not that much vulgar

[@butterfly99899]

@@raja-jl9os Men ☕☕ Sips coffee again Men ☕☕ 🤣🤣

[@shreya_mallick]

I loved this, so much @swaddle! Great job! Keep it up! 💕

[@prithasarkar7067]

The video explored both sides of the debate.. However, as someone into feminist studies, I find the words to be too commodified at times (such as "main to tandoori murgi hun yaar, ghatka le alcohol se") ... Hence, the line between women declaring their sexual desire or claiming themselves to be unavailable and adhering to the commodification of male gaze is really too thin

[@saramaria521]

Really enjoyed the whole episode. Please make more videos and keep us educated about new terms and things we were unaware of.

[@samikshabajpai4259]

OMG. Loved it. Good job swaddle.👍

[@RojaJaneman]

They lied. There have been item songs in the past where women didn’t excuse their sexuality like in Dhak Dhak karne laga or Kaate nahi katt te ye din ye raat. Plus, they completely if gored women of the past. Even Indian queens walked around half naked till 150 yrs ago. Temples r filled with half naked murtis and even goddesses that r bare breasted. How is Swaddle concluding that women were “oppressed” sexually?? What evidence is there?? There have been several warrior queens with many women that fought in battles. Most princess were well educated and trained. Women have written in Vedas and have been involved in public debates against men like Gargi and Maitri. INadia is the only country that gave voting rights to every man/woman regardless of race/religion WITHOUT EVEN a debate. It’s d only one paying reparations for almost a century for so called crimes against Dalits. Only one that gives insane amounts of privileges to minorities. Most minorities get pushed to the side. Native Americans still live on reservations and get abysmal assistance of any sort. Forget reparations. Their lands r still being swallowed up slowly. And polluted plenty. Any time there’s oil/minerals or something it’s stolen as public property. Plus so much more.

[@Vanessa-ts2xh]

Very nicely put forth 👏👌 as usual

[@RojaJaneman]

They lied. There have been item songs in the past where women didn’t excuse their sexuality like in Dhak Dhak karne laga or Kaate nahi katt te ye din ye raat. Plus, they completely if gored women of the past. Even Indian queens walked around half naked till 150 yrs ago. Temples r filled with half naked murtis and even goddesses that r bare breasted. How is Swaddle concluding that women were “oppressed” sexually?? What evidence is there?? There have been several warrior queens with many women that fought in battles. Most princess were well educated and trained. Women have written in Vedas and have been involved in public debates against men like Gargi and Maitri. INadia is the only country that gave voting rights to every man/woman regardless of race/religion WITHOUT EVEN a debate. It’s d only one paying reparations for almost a century for so called crimes against Dalits. Only one that gives insane amounts of privileges to minorities. Most minorities get pushed to the side. Native Americans still live on reservations and get abysmal assistance of any sort. Forget reparations. Their lands r still being swallowed up slowly. And polluted plenty. Any time there’s oil/minerals or something it’s stolen as public property. Plus so much more.

[@siddhantyadav1356]

Thanks guys! This was very very informative.

[@Aryaissuccessful]

Outstanding research done!! Wow!

[@sarthakparashar3695]

Maybe you could have also talked about how the Mangeshkar sisters drew the firm boundary between the heroine and the vamp, with Lata refusing to sing item songs and Asha being labelled as a caberet voice. Lata's virginal and thin voice was responsible for firming the demarcations of the sati-savitri while Asha was forced to sing everything het older sister refused to.

[@soulmate1960]

No pity for any of them. Both of them suppressed so many great singers and even their own sisters.

[@dimpy3442]

Very well made video. Bravo!!

[@tabletclassbepolitical]

This is one of the best videos of this channel.

[@nt_202]

I really like Nora's dance as a performance but I don't like how her performance is captured in camera.

[@ruchirasarma9293]

Thank you for this video!!

[@RajShekhar-jy2zi]

Another great video swaddle!

[@PokhrajRoy.]

Omg the Y2K Indie Pop Music Videos were fever dream and I love it! MTV, 9XM, Zoom was also a cultural reset.

[@quoyinaghosh8584]

This is so interesting!

[@SkSohail-ix5ui]

The depth this video has 🙏🏻

[@tee26_05]

When the survey popped up asking how will I rate this video and why, I rated it as *"very good"* and *"informative"* even before watching it because that's what I expect from Swaddle. But I after watching the video, I realised that Swaddle didn't live up to expectations but rather exceeded it. This was such a good research video. I'm highly impressed. Thank you. Keep growing! ❤️

[@prabhavatisinghdeo7029]

Loved the video!

[@artlovers3403]

Wow ur research is so cool hats off

[@misashabnam9254]

I would like to point out the reverse item numbers of SRK, like Dard e disco, Antenna (from always Kabhi Kabhi), the item song in Krazzy 4 , tho there was sexualized female dancers, it's main focus was catering the female gaze...at least I think so...

[@gampa_10_31]

If male gaze is wrong, female gaze is also wrong

[@anushkagoyal9671]

uh that's not what female gaze is. watch the take's video on it.

[@misashabnam9254]

@@anushkagoyal9671 Ouuu...okay, I do watch the take's videos, thanks for the suggestion 💜.

[@RojaJaneman]

They lied anyways 🙄. There have been item songs in the past where women didn’t excuse their sexuality, like in Dhak Dhak karne laga or Kaate nahi katt te ye din ye raat. Both Madhuri/Sridevi were not only praised but appreciated by most people. Plus, they COMPLETELY 🤨🤨ignored women of the past. Even Indian QUEENS walked around half naked till 150 yrs ago. Temples r FILLED with half naked murtis and even goddesses that r bare breasted. Kali 4 example, wears absolutely nothing but a skull mala around her neck and waist. Exposing her entirely. She’s still revered/feared/worshipped without perversion. How many others around the world could do it in history? Or even today?? How is Swaddle concluding that women were “oppressed” sexually throughout Indian history?? What evidence is there?? There have been several warrior queens with many women that fought in battles. Most princesses were well-educated and trained. Everyone received basic education regardless of gender/ethnicity in paathshaala. Universities like Nalanda/Shardspeeth taught even foreign students for free. Women have written in Vedas and have been involved in Shastrarth/public debates against men like Gargi and Maitri. And won!! India is THE ONLY country that gave voting rights to every man/woman regardless of race/religion WITHOUT EVEN a debate. It’s d only one paying reparations for almost a century for so called crimes against Dalits; which haven’t even been proven decidedly. THE only one that gives insane amounts of privileges to minorities. Most minorities around d world get pushed to the side at best, and left alone. Native Americans still live on reservations and get abysmal assistance of any sort. Forget reparations. Their lands r still being swallowed up slowly. And polluted plenty. Any time there’s oil/minerals or something found on their land, it’s stolen as public property. Plus so much more.

[@musicstar1213]

@@RojaJaneman the thing is that madhuri and shridevi were praised because people were not that much aware of these things and about murti and all the thing is even if today a women is doing these things according to her wish then it's okay but nowadays woman's doing this either in the peer pressure for name fame and carrier or to get fit in the so called high standard society. Even when you'll search a bit you will know how much humiliated these female actresses get to get a role in a movie and in Bollywood movies skin showing is the only way to get success either you believe or not .Now don't say it's not see how much successful disha patani is onthe other hand actresses like radhika madan who is good at acting is not that much famous

[@agreraj5]

Correction at 5:18 - Madhuri was in Yaarana [1995] and not in the year 1981…. she was 14 years old in 1981 jfl. And at 6:55 - Mehboob Mere [1967] - Sushmita Sen wasn’t even born at that time.

[@TheSwaddleTV]

Thanks for flagging, we've issued a correction in the video description.

[@khushbuchoudhary5185]

One of the best video of the channel

[@madhukarg8052]

Wow, great essay on video 🔥❤️

[@StealthMan]

under rated channel ! +1 subscriber

[@surakshaguragain5538]

Honestly, even though these lyrics suggest female's sexual desire, I don't think there's any focus to it meaning the main attraction is not their desire, its still their bodies and their willingness to offer it to male. So, still misogynistic in my opinion. But it sure has given us amazing performances. Art is art no matter what.

[@gooofydooofy804]

I agree with the fact that, there is a thin line, and the intention behind the performance holds great value.

[@archanakumaridasgupta5536]

Exactly.

[@mindfulmatters3856]

Malayalam movie Bheeshma parvam has a male item song in it "rathi pushpam"

[@barackosama]

loved it 🔥❤️

[@RojaJaneman]

They just lied. There have been item songs in the past where women didn’t excuse their sexuality like in Dhak Dhak karne laga or Kaate nahi katt te ye din ye raat. Plus, they completely if gored women of the past. Even Indian queens walked around half naked till 150 yrs ago. Temples r filled with half naked murtis and even goddesses that r bare breasted. How is Swaddle concluding that women were “oppressed” sexually?? What evidence is there?? There have been several warrior queens with many women that fought in battles. Most princess were well educated and trained. Women have written in Vedas and have been involved in public debates against men like Gargi and Maitri. INadia is the only country that gave voting rights to every man/woman regardless of race/religion WITHOUT EVEN a debate. It’s d only one paying reparations for almost a century for so called crimes against Dalits. Only one that gives insane amounts of privileges to minorities. Most minorities get pushed to the side. Native Americans still live on reservations and get abysmal assistance of any sort. Forget reparations. Their lands r still being swallowed up slowly. And polluted plenty. Any time there’s oil/minerals or something it’s stolen as public property. Plus so much more.

[@MiLadyMacbeth]

wow i just loved the analysis

[@xxtencion1150]

Its the fact that Most sold thing is $€× by any region its the most consumed and distributed thing on planet which is responsible for change our mentality from90's to now

[@ayazali-mu5kl]

param sundari is very well written song, specially an stanza of that "pairo mein payal ki bedi se..."

[@Trollika_Devi]

"Santre ki tokri " "Kabhi lage Lolita , Kabhi lage Mona Lisa ". Not exactly well written. But it's a catchy tune.

[@ayazali-mu5kl]

@@Trollika_Devi lol you didnt get the song, it was people around her calling her that while she was not, her words were empowered and meaningful even in peppy way as the song was, unlike girl calling herself mein tandoori murgi hoon, or jhandu baam hoon or pallu ke peeche chupa ke rakha hai utha doon tou hungama ho. learn to know difference!

[@Vineethajojo]

You don't need an item dance if you're movie plot is good. I feel like they're using item dance to get the male audience.

[@gampa_10_31]

Item numbers as used as a high moment in movies , just like hero entry scene, climax, hero fight scene

[@smritinotiraniplease7743]

Agreed

[@DESIBOY-fe7nm]

You got the point. Directors rejected movie *TUMBAAD* because the writer rejected their proposal of shoving item song in the story. \_(-_-)_/

[@arpita12004]

@Vladimir Putin maybe illogical women ...true Women will never like it 👍🏼

[@sanskritinautiyal]

Well these item songs are problematic no matter you are alluring sensuality or seductive behaviour These songs consists of typical obnoxious lyrics .that makes no sense .just like ananya's struggle.✨

[@RojaJaneman]

True. Few exceptions where they did have class and sensuality/seduction. Plus they completely ignore d MTV and junk. Plus, the fact that tech completely changed the ball game. Once u can watch porn these dance numbers become irrelevant for the most part. Unlike the past cases. They lied anyways. There have been item songs in the past where women didn’t excuse their sexuality like in Dhak Dhak karne laga or Kaate nahi katt te ye din ye raat. Plus, they completely ignored women of the past. Even Indian queens walked around half naked till 150 yrs ago. Temples r filled with half naked murtis and even goddesses that r bare breasted. How is Swaddle concluding that women were “oppressed” sexually?? What evidence is there?? There have been several warrior queens with many women that fought in battles. Most princess were well educated and trained. Women have written in Vedas and have been involved in public debates against men like Gargi and Maitri. INadia is the only country that gave voting rights to every man/woman regardless of race/religion WITHOUT EVEN a debate. It’s d only one paying reparations for almost a century for so called crimes against Dalits. Only one that gives insane amounts of privileges to minorities. Most minorities get pushed to the side. Native Americans still live on reservations and get abysmal assistance of any sort. Forget reparations. Their lands r still being swallowed up slowly. And polluted plenty. Any time there’s oil/minerals or something it’s stolen as public property. Plus so much more.

[@pikachuthunderbolt3919]

The era of Helen , zeenath , Parveen and dance performance like saath sumandar par are very different than chikni chameli or fevicol It got ridiculed from a persona of art to mere cheap vulgar lyric song and dance . The 60-70s era had lot of hard work in performance , lyrics , costumes and creativity whereas the after 2010 era it just cheap crap making women wear 2 piece and dance upon which excites creepy man and at the same discomforts woman .

[@phoenix8694]

true

[@sanskritinautiyal]

@@pikachuthunderbolt3919 ..but then 60 -70 s songs are also no way far from to be called as "item songs "

[@neerajranade3643]

And then there's gulzar sahab who finds poetry while penning item numbers...verses like "तेरी बातों में किमाम की खुशबू हैं", and the entire lyrical progression of namak ishq ka is classic poetry

[@PokhrajRoy.]

Helen is one of the OG Gay Icons/Icons for the Gays! I love her costumes and dancing. I loved it when she mentioned with relation to her dancing that she was dancing alongside the scissors of the Certification Board.

[@RojaJaneman]

Swaddle just lied. There have been item songs in the past where women didn’t excuse their sexuality like in Dhak Dhak karne laga or Kaate nahi katt te ye din ye raat. Plus, they completely ignored women of the past. Even Indian queens walked around half naked till 150 yrs ago. Temples r filled with half naked murtis and even goddesses that r bare breasted. How is Swaddle concluding that women were “oppressed” sexually?? What evidence is there?? There have been several warrior queens with many women that fought in battles. Most princess were well educated and trained. Women have written in Vedas and have been involved in public debates against men like Gargi and Maitri. INadia is the only country that gave voting rights to every man/woman regardless of race/religion WITHOUT EVEN a debate. It’s d only one paying reparations for almost a century for so called crimes against Dalits. Only one that gives insane amounts of privileges to minorities. Most minorities get pushed to the side. Native Americans still live on reservations and get abysmal assistance of any sort. Forget reparations. Their lands r still being swallowed up slowly. And polluted plenty. Any time there’s oil/minerals or something it’s stolen as public property. Plus so much more.

[@aldrinsojan.p.8834]

how is she a gay icon?

[@pikachuthunderbolt3919]

The era of Helen , zeenath , Parveen and dance performance like saath sumandar par are very different than chikni chameli or fevicol It got ridiculed from a persona of art to mere cheap vulgar lyric song and dance . The 60-70s era had lot of hard work in performance , lyrics , costumes and creativity whereas the after 2010 era it just cheap crap making women wear 2 piece and dance upon which excites creepy man and at the same discomforts woman .

[@duh3159]

Chhaiya Chhaiya was an item number 😵‍💫

[@SakshiYadav-lj3ib]

Yhea

[@jive6463]

Even I am shocked 😂

[@smritinotiraniplease7743]

I like that one though

[@ashwinidesai4051]

It was good item song back then.

[@nehashekhawat6637]

Love it 🔥

[@reneekeerthana841]

It's not a thin line of difference between empowerment and sexualization, it's a perspective. The same 'item song' may be empowerment to some or titillation to some other. It's about how you look at it. How does the majority identify the particular item song?

[@jelliclesongs]

I love this video!!!

[@sravaninaidu9991]

I Love item numbers. Personally I love dancing when I listen to item song, i can't ignore the beats , it gives a sense of fulfillment of the taste of my music. I chose to ignore the meaning purposely because I know it objectifies women. It's simple change choreography in non objectifing dance steps and just enjoy the beat. 🤗🤗

[@gampa_10_31]

Avunuu, Same ikkada

[@gampa_10_31]

@@saketkumar mama , you are here🤨🤨🤨

[@RojaJaneman]

Careful. Words have power. Ur subconscious doesn’t know the difference. Subliminal messaging can change u without ur permission or knowledge. Neuroscience is a fascinating subject. CIA uses it. Marketing/PR depends on it. Product jingles for example.

[@RojaJaneman]

Everything ur eyes/ears consume has profound effect on u and ur future.

[@Abhi-tp6dk]

@@RojaJaneman nah, most don't even understand lyrics to realize to affect them

[@gauravsuryavanshi1312]

AMAZING!!

[@RojaJaneman]

They lied anyways. Incompetent Swaddle strikes again! There have been item songs in the past where women didn’t excuse their sexuality like in Dhak Dhak karne laga or Kaate nahi katt te ye din ye raat. Plus, what about other avenues of input such as internet, books, savvier than usual peers etc. Plus, they completely ignored women of the past. Even Indian queens walked around half naked till 150 yrs ago. Temples r filled with half naked murtis and even goddesses that r bare breasted. How is Swaddle concluding that women were “oppressed” sexually?? What evidence is there?? There have been several warrior queens with many women that fought in battles. Most princess were well educated and trained. Women have written in Vedas and have been involved in public debates against men like Gargi and Maitri. INadia is the only country that gave voting rights to every man/woman regardless of race/religion WITHOUT EVEN a debate. It’s d only one paying reparations for almost a century for so called crimes against Dalits. Only one that gives insane amounts of privileges to minorities. Most minorities get pushed to the side. Native Americans still live on reservations and get abysmal assistance of any sort. Forget reparations. Their lands r still being swallowed up slowly. And polluted plenty. Any time there’s oil/minerals or something it’s stolen as public property. Plus so much more.

[@moteworks]

Whoever designed the thumbnail deserves a raise!

[@annieseaside]

Exotic or sexy dancing has existed across cultures for thousands of years.

[@kilvish9317]

Oscar ka pata nahi Bollywood sex ka record todega .

[@varshadethe788]

Well said Shabana ji ....very powerful

[@lakshmi3821]

Shikhayat, param sundari are really called a ART. Those capture them emotion without sexualizing body.

[@ishitarastogi715]

awesome video...very good content!

[@ishitarastogi715]

well done!

[@krushnakadu2866]

I am surprised that "Aawari" didn't made it in the video, it was a surprise of an item number-showing a realistic and sadder version of the same

[@zuhasajid900]

True its quite sad song

[@amartya9034]

Those songs. Even though controversial, are absolute bangers and stress relievers and boy they should keep them on coming

[@heavensighs9809]

I think Nora Fatehi has brought revolution in this context. People have realized that it is the art; the dance rather than the body which is the point of such songs. Dilbar and Saki has made it to a billion views and to international audience who admires her moves only.

[@abhikashyap9943]

Which song is this of jhon abrahm please comment

[@nistalasuresh5837]

But I still love these item songs....am frm Hyderabad and item songs are like mass celebrations here... It relaxes The shit out of all. 🥳🥳🥳🥳

[@sana_joshi]

1:45 I was watching it and my mom just walked in, it was damn awkward 😅😂😂… why the hell was that song made 🤦🏻‍♀️🤦🏻‍♀️🤦🏻‍♀️

[@abilashdeepak9057]

I think you missed Sridev’s Mr India song

[@kimpereira2361]

Excellent job

[@hymajaya8347]

Swaddle you can do a recasting video in this topic. How the way women danced sexily was out of compulsion in earlier hindi cinemas, and how in anarkali of arah, the heroin volantarily took it as a profession becoz she liked it.

[@radioactivedetective6876]

Loved that film

[@dearyuno]

Kinda off topic but loved that transition at 3:42

[@Account-user]

I don't watch item songs because I genuinely find most of them creepy with everyone acting like perverts... Only the rarest of item songs like param sundari feels normal.

[@anurag-qb2nu]

If this is true then what you think about mehbooba song in sholay....for what reason she dances infromt of gabbar

[@manishmdx]

What are your views on bhojpuri songs and orchestra culture?

[@akymaster]

The lyrics and the dances might be oveesexualised but many of the songs in this video are so iconic and great.

[@pranavbarange7134]

Javed Akhtar once said, Item song to munni badnam bhi hai aur Kajra Re bhi hai. Difference janta ko pata hai.

[@pranavbarange7134]

Gulzar Sahab's Kajra re, Bidi Jalaile & Chaiya Chaiya are the best examples of item songs which potrays that item songs can be good too with a good intention & excellent poetry. Not all things are bad. 🤍

[@PokhrajRoy.]

Madhuri Dixit is an icon, a legend and she is the moment. #DrippingWithSanskaar

[@smritinotiraniplease7743]

The most cringe item song I heard was "aa re pritam pyare" like what even!?? Why 🤢 "pallu ke neeche chhupa k rkha hai utha du toh hungama ho" and it's just weirdly funny lmao

[@gampa_10_31]

What does it mean 🤨

[@sudarshan3965]

@@gampa_10_31 come here lovely pritam

[@sudarshan3965]

I don't think it's cringy at all. Be open minded.

[@gampa_10_31]

@@sudarshan3965 that's also objectification like any other item numbers

[@DESIBOY-fe7nm]

You should see "Dhoom Dhoom" (Dhoom 1 climax song) Even after growing up i find that song disgusting than erotic.

[@alexandrarose149]

One of the things I don’t like about performing fast female songs is that it’s mostly lewd lyrics, because the songs are made for item numbers. Wish there were faster songs - songs that make you dance without the terrible lyrics 😪

[@jyotit2012]

Ek do teen.. Aja mausam hai rangeen... Was shot on 1st item girl of Hindi cinema.. Cukoo moray... The rubber girl of Bollywood... Who introduced helen.

[@TheCineNerd]

What about "Mehbooba" from Sholay 🙏🙏🙏🙏🙏🙏🙏🙏

[@shikhajadav7122]

Personally I love item songs because they are the only song that makes me energetic the whole vibe 🔥my body naturally started moving and I really enjoying the every beat of it 🙌

[@rishan2329]

Your research and analysis was so good, from point of my view it's simple marketing formula. Specially for commercial movie. First they always search profit opportunity then target a large amount of audience who are want to fulfil their sex thristy through their eyes and at the last western sizzling hot dress. Item dance in Bollywood and over all Indian ( other language's movie) is stereotype idea. Salacity become a part of cash cow project in Indian movie (not for all movie).

[@amishiarora6682]

oh wow this is very similar to @cherry bepsi's video on item girls! i wonder if that was inspiration for u guys?

[@PokhrajRoy.]

‘Dreamum Wakeupum’ is not exactly an ‘item number’ for me, it was a celebration of song and dance. It just happened to release in 2012, which was unfortunate timing because some real problematic stuff landed up that year.

[@gampa_10_31]

And also oo antava mava is not an item song, because it is giving message

[@saltyuser_]

@@gampa_10_31 um what message?

[@gampa_10_31]

@@saltyuser_ it is telling about male gaze

[@sanskritinautiyal]

@@gampa_10_31 what message ?

[@gampa_10_31]

@@sanskritinautiyal it is telling about male gaze and telling that men should change their mindset

[@train_xc]

In india we have item songs, in US they’ve strip clubs

[@raja-jl9os]

They have pop songs

[@thegamerfalcon]

So what are you saying ? Is this good or bad ?

[@PokhrajRoy.]

Omg I’m so happy to see a Parveen Babi and Zeenat Aman reference! I love their songs 👏🏽

[@mahmudasiddiqa418]

Moral of the story: Items number is mostly considered as women are sex object..... 😂🤣🤣😂