Will Razia edge out Sheila and Munni?

Mallika Sherawat 's item number Razia gundo mein phas gayee in Anees Bazmee's Thank You has been touted as the next big thing in Bollywood after Munni Badnaam and Sheila Ki Jawani. However, most people who have had a glimpse of the promos, which started airing last weekend, are rather disappointed with the picturisation.Despite Mallika's presence, the song-composed by Pritam neither has Malaika's energy from the Dabangg -hit Munni Badnaam, nor does it have the promise of Katrina's effortless oomph from the Tees Maar Khan- anthem, Sheila Ki Jawani . Razia has been sung by budding playback singer Ritu Pathak-a former Indian Idol contestant-and Master Saleem. It has been written by rising lyricist Ashish Pandit."Item songs help in the marketing of a film in its pre-release stage. They build the hype for a film and grab eyeballs. Dabangg benefitted hugely from Munni Badnaam while Sheila Ki Jawani ensured good initials for Tees Maar Khan, although the latter flopped owing to poor content."The problem with Razia is that, although the song is a winner, the makers have failed to do justice to the spirit and mood of the number. It looks like any routine item number. Even B-grade item songs are not tacky these days. Unfortunately, the makers of Thank You seem to be unaware of this," a noted Bollywood producer said.Of course, half the battle is won just because of Mallika's presence. Apart from her natural sex appeal, the siren is known to generate ample hype over whatever she does.In this case, Razia marks the return of Mallika on the silver screen after almost three years, so the expectations are high. She left for an unsuccessful Hollywood tryst after her back- to- back releases in 2008 - Ugly Aur Pagli and Maan Gaye Mughall-e-Azam flopped."Mallika needs a bang to return to Bollywood. Razia is hardly the song that can ensure it," the producer said.