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Ram Gopal Varma's (favouritely Ramu) marketing acumen accrued from his video library days is evident in his campaigns. The caption of Phoonk (whiff of wind / breath) reads "It's superstition until it happens to you". A clever way of arousing the curiousity towards the product. In 'Phoonk' Ramu charters into the least treaded territory of Black Magic. He admitted in his blog that he is clearly inspired by Endamoori Virendranath's "Thulasidhalam (Tamil) / Kashmora (Telugu)", but the screen version is credited to Milind Gadagkar. The movie is clearly a case of inspiration - you are reminded of the original but couldn't lay hands on similarities". The real hero of the movie is the DOP - Savita Singh. Just through the soft toys the spooky ambience is set in the first half, but sometimes going overboard. Among the cast Ahsaas Channa as the possessed kid steals the show and Sudeep's subtle expressions in agony loaded eyes make an impact. Ashwini Kalsekar as eccentric black magician woman goes over the top towards the climax. Phoonk can't match the standards set by Ramu himself with 'Bhoot', but that's the problem with Ramu he sets his benchmarks higher in each genre that he himself fails to match up with later projects. Shiva, Kshana Kshanam, Deyyam, Ghayam, Rangeela, Satya, Bhoot, Company just says the same. On the whole a worthy entertainer.

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