New rage of Gujarati cinema

doweshowbellyad=0; Not just the crowds, even his peers are gushing about him (TOI Photo)AHMEDABAD: He doesn't have the aura of SRK. Or, the flourish of Munnabhai. He is the quintessential boy next door. But it is this 26-year-old 'dayro' artist from Gandhinagar to whom the future of Gujarati cinema is looking up to, with just three of his films grossing more than half of what the industry has made in 2007.His films have been mega hits and he already has the crowds asking for more.
Hailed as the "new superstar of Gujarati cinema", Vikram Rathod came onto the scene like a breath of fresh air when the industry was passing through a bad phase. Producers and directors are happy that after a long period there is a hero who can draw the people and give them "housefulls." Industry estimates indicate if the Gujarati film industry has managed to gross about Rs 8 crore this year, Rathod's films alone have made more than half of it.
And, not just the crowds, even his peers are gushing about him. "He certainly has the potential to make it big. His biggest asset is his singing, which leaves the audiences mesmerised. He can infuse life into the Gujarati film industry," says doyen of Gujarati films Naresh Kanodia.
But Rathod never dreamt of stardom and had a humble beginning, learning music from his father, participating in 'dayros' and playing the flute. He even wrote his own lyrics and cut albums.
When his singing became a hit, director Harsukh Patel gave him his first break in 'Ek Vaar Piyu Ne Malava Aavajo'. He then starred in 'Bewafa Pardesi' and 'Amdavad—Palanpur via Kadi Kalol'.
"Offers are pouring in but I will limit myself to just three films a year," says Vikram, who continues to hold shows in towns and villages, winning hearts of audiences with his soulful 'dayros'.
"He can draw the people. And, that is what we need at this moment," says director Sandip Patel. "He has given us bumper openings every time," says distributor Ghanshyam Tadavia.