The music CD's of Saawariya hit UK stores just a few weeks back and the response has to the music has been phenomenal. The music is creating quite a bit of buzz among the locals living in London. Chirag from Tip Top Entertainment in Wembley says, "This is a rare scenario and within a month, Saawariya has come as a blessing in disguise. We have started getting phone calls to book the CD's in advance. Now just imagine; advance booking was only heard of in cinemas, Saawariya has changed that."
However, the songs from the album are not only a craze with the DVD and Music stores like Tip Top; it can even be heard in restaurants and sweet shops. Dineshbhai who works in Shakti Sweets in Harrow says, "Everyday I have to listen to bhajans in the morning and then in the noon when the business is a bit slow, I tune in to radio. But the songs are too loud and are not my type. One day, my friend recommended me to listen to Saawariya songs. I requested him to lend me the CD. Now every afternoon, I have listen to Jab Se Tere Naina and Yoon Shabnami. I have to say, Saawariya is the most recommended item after my sweets."
From sweet shops to restaurants, the newly opened Babu's restaurant near Wealdstone tube station is benefitting from the music of Saawariya. Mukkadash, the owner of Babu's says, "We've been opensince last three months and we've never complained about anything. Now I would like to complain to Sanjay Leela Bhansali because he makes films with such great music that every time we play the soundtrack when there are customers, they want to know what song is playing rather than know what's there on the menu. The waiters think that the person raises his hand to order something only to find out that the customer wants to know the name of the song. Masha-Allah and Jaan-E-Jaan are my favorite tracks."
Such is the hysteria of Saawariya's music that a regional newspaper company called Trinity Mirror Southern's Observer series newspaper has run a competition with Saawariya's music review (8 out of 10) by giving away 10 FREE music CD's to ten lucky winners. All said and done but one thing is certain. This Diwali is going to be extra special with the Saawariya fever catching on.