With characters sticking on our minds and the songs staying in our hearts, Bollywood has turned repetitive scripts into a sub-culture of obsessive cinema from which there has been no escape. More by design than default, songs convey what the script cannot, in reflecting the overt and covert anxieties and aspirations of both characters and viewers. The combined effect of these two parallel strands created cinematic possibilities of carrying forward the moral overtone of post-Independence reconstruction of society on Gandhian principles 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, reflected in his retreat from wealth and desire. In this intriguing analysis, cinema emerges as the creative paradox that triggers desire in the guise of austerity.