With characters sticking on our minds and the songs staying in our hearts, BollÂyÂwood has turned repeÂtitive scripts into a sub-culture of obsÂeÂssive cinema from which there has been no escÂape. More by desÂign than default, songs convey what the script cannot, in refÂlecting the overt and covert anxieties and aspirations of both characters and viewers. The combined effÂect of these two parallel strands creÂated cinematic possibilities of carÂrÂying forward the moral overtone of post-ÂIndependence reconstructÂion of socÂiety on Gandhian principÂles of simplicity and celibacy. In his frame by frame decadal analysis of popular films, Sanjay Suri sets out to establish that their dominant idiom gets reinforced through moral obligations of the hero, reflecÂted in his retreat from wealth and desÂire. In this intriguing analysis, cinÂÂema emerges as the creative paradox that triggers desire in the guise of austerity.  Â