The director of 2007 cult hit film Bheja Fry is angry with producers of his new film for their shoddy marketing

Sagar Ballary, director of 2007 hit film Bheja Fry is unhappy with the way producers Sahara Motion Pictures have marketed and released his latest film, Kaccha Limboo. Ballary now intends to take legal action against his producers.

"Even my mother doesn't know about the release of Kaccha Limboo! It was released so quietly, almost apologetically. If Sahara was not interested in my film, why did they agree to produce it in the first place? Bheja Fry too was strapped for resources. But producer Sunil Doshi made sure the product got noticed."

Sahara promised Ballary a 100 film prints and hoardings across the city, claims the director. Ballary has now cancelled his three-film deal with Sahara. "I'm not making any more films for a company that doesn't know what it is doing. I begged them to postpone the release.

I wanted them to wait till the summer holidays. But they claimed they needed to release my film before the financial year ended on March 31. I am upset with the step-motherly treatment, and the manner in which so many talented children have been insulted."

The director claims the posters were printed but weren't sent out for distribution. Audio CDs were sent out late too, he says. "The film has six songs but the producers didn't bother holding a music release.

I didn't see any promos on television wither. Even the mandatory print ads announcing the film's release were not placed." Ballary's legal advisors have already sent a notice to Sahara Motion Pictures.

When contacted, Deepak Segal who heads Sahara Motion Pictures laughed, "Is Sagar upset with us because his film didn't get an audience? We did what we could. But we can't help it if Kaccha Limboo didn't connect with the audience.

I personally feel it had the potential to be a rollicking coming-of-age film like The Wonder Years. He squandered the opportunity. The second-half of the film didn't jell with the first."

Segal says that while Bellary cribs that Sahara didn't release a 100 film prints, the fact is they made UFO prints, which are more economical. "Only the most discerning viewer would be able to tell the difference between film and UFO prints.

As for Sahara not spending money on marketing and promotion, Sagar has been around long enough to understand that stars sell a film during promotions. Kaccha Limboo had no stars. Did Sagar want us to take 100 kids to various centres for promotion? It's the product that matters finally."