Meanwhile, K3G broke records throughout India, supported by a massive marketing campaign that included CDs and cassettes as well as a fancy gift book on its making. Inevitably, the film doesn't live up to the hype — could any film? — but this one seems an especially notable letdown: the storyline is rather simple and blatantly illogical at times, and the lavish sets and use of showy locations never serve much purpose; most of the songs aren't very memorable, and seem inserted rather then integrated, reinforcing a claim that is too often brought against Hindi films (unfairly in many cases — e.g., 2001's other big hit LAGAAN, which works to carefully combine song and story). The film, through emphatically 'big,' treats a fairly narrow topic: the internal dynamics of the ostentatiously rich Raichand family, headed by Yashovardhan (a.k.a.