Over the past couple of years, the Hindi film industry has witnessed the entry of several superstar actresses from south India.
It started with Shriya Saran's debut in Awarapan in 2007. She was followed by Genelia D'Souza who, after an earlier flop stint, was 'launched' again in Bollywood with Jaane Tu Ya Jaane Na in 2008.
Later the same year, Asin saw a blockbuster debut by way of Ghajini. And Trisha Krishnan was launched with hype in Khatta Meetha recently.
Shriya Saran's, Genelia D'Souza, Asin
There's a common thread here. All these girls have been established names down South before foraying Bollywood. And despite the abundant hype surrounding their debut, their careers haven't exactly taken off in Hindi films.
While Asin's second release London Dreams was a dud, she has managed to bag just one film in all this time - that too a hero-dominated action film named Ready, starring her current Godfather Salman Khan.
Shriya and Genelia have had a string of flops. And Trisha, reeling under the failure of Khatta Meetha has no takers in Bollywood right now.
Industry experts point at several reasons for their failure - signing wrong films, being too choosy, sticking to a certain kind of roles, and the ambition to make best of both the worlds (southern as well as Hindi films).
"Why do you think top Hindi actresses never venture South? It's because you can't balance between two boats at the same time. Ultimately, everything boils down to success," says trade analyst Taran Adarsh.
"A big factor that comes in the way of these girls getting films in Mumbai is the fee they demand. Because they are superstars down South, they come with a hefty price.
They forget that in Bollywood they are newcomers in a level playing playing field," says a veteran producer, not wishing to be named.
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