Item songs are a waste. This is the opinion of the director of Happy Days Shekar Kammula. He has got a lot of acclaim for his films and has a good fan following, particularly among the youth. Shekar Kammula says that it is the story that is king. The next USP of a film is the hero. The hero with his aura and star image will help sell the film and give it a wide reach.
Shekar says that item songs by themselves cannot guarantee the success of a film. He said that the recent example is the item song ‘Ringa .. . Ringa…’ The items song went on to become a super hit but the film failed to click at the box office. So it is clear that there will be no items songs in Shekar Kammula’s films.