These sequences, frequently featuring leading actresses or guest stars, are designed to captivate audiences and provide entertainment. However, their cultural and psychological impacts are profound and multifaceted, influencing societal norms, gender perceptions, and audience behavior.  

Item numbers have evolved significantly since their inception. In the early days of Bollywood, dance sequences were integral to the narrative, often depicting cultural or festive celebrations. Over time, item numbers emerged as standalone attractions, designed to ensure commercial success by drawing in crowds with their glamour and energy.  

The term item number itself denotes a song that may not be essential to the plot but adds to the film's appeal. Historically, these songs have featured legendary performers like Helen and Bindu, whose dance skills and screen presence set the stage for future generations. Today, item numbers are performed by mainstream actresses, such as Malaika Arora in Munni Badnaam Hui and Katrina Kaif in Sheila Ki Jawani, and many more showcasing their versatility and broadening their appeal.  

Item numbers have a significant psychological impact on viewers, primarily through the mechanism of social learning. According to Bandura's Social Learning Theory, individuals, particularly younger audiences, learn behaviors, values, and norms by observing and imitating others. When prominent actresses perform in item numbers, they become role models, influencing fashion trends, body image ideals, and even behaviors.  

Item numbers often portray idealized beauty standards, emphasizing slim figures, flawless skin, and glamorous attire. This can lead to body dissatisfaction among viewers, especially young women who may feel pressured to conform to these unrealistic ideals. The portrayal of actresses in skimpy outfits and provocative poses further accentuates this issue, contributing to the objectification of women. The glamorization of provocative behavior in item numbers can influence viewers' perceptions of acceptable social behavior. Younger audiences, in particular, may emulate the dance moves, fashion choices, and attitudes displayed in these sequences, potentially adopting more permissive attitudes toward sexuality and gender interactions.  

While item numbers are celebrated for their entertainment value, they have also faced criticism for their potential to negatively influence cultural and societal norms. Critics argue that item numbers contribute to the commodification of women and perpetuate harmful stereotypes. The emphasis on female sensuality over talent and intellect can undermine the progress made in gender equality.  

However, item numbers can also be seen as a form of artistic expression, reflecting the cultural zeitgeist and societal changes. They often incorporate diverse dance forms, music styles, and fashion trends, showcasing the richness of Indian culture. Moreover, some item numbers have been praised for their choreography, music, and the skill of the performers, highlighting the artistic talent within the film industry.  

Some very famous item numbers

1. Munni Badnaam Hui from Dabangg:    Featuring Malaika Arora, this item number became a cultural phenomenon due to its infectious tune and vibrant dance moves. It became a staple at celebrations and parties, showcasing Malaika Arora 's charisma and the film's lively spirit. The song's choreography and music were widely appreciated, adding to the film's overall appeal.  

2. Sheila Ki Jawani from Tees Maar Khan:    Performed by Katrina Kaif, this item number was a significant hit, celebrated for its intricate choreography and Kaif's dynamic performance. The song set new trends in fashion and dance, and its catchy lyrics made it a favorite among audiences. Kaif's portrayal showcased her versatility and contributed to the song's lasting popularity.  

3. Chikni Chameli from Agneepath:    Featuring Katrina Kaif, this song was noted for its energetic dance moves and fusion of traditional Marathi dance with contemporary beats. Kaif's powerful performance and the song's rhythmic appeal made it a highlight of the film, demonstrating her ability to captivate audiences with her dance skills.  

4. Dilbar Dilbar from Satyameva Jayate:    Performed by Nora Fatehi, this item number is a modern recreation of a classic hit. Fatehi's mesmerizing belly dance moves and the song's upbeat tempo captivated audiences, making it a chartbuster. The song's fresh take on a beloved classic showcased the evolving nature of Bollywood music and dance.  

5. Jadoo Ki Jhappi from Ramaiya Vastavaiya:    Featuring Jacqueline Fernandez, this song is a delightful blend of traditional and contemporary dance styles. Fernandez's lively performance and the song's vibrant energy made it a memorable part of the film. The fusion of different dance elements highlighted Bollywood's rich cultural tapestry.  

6. Yaar Na Mile from Kick:    Performed by Nargis Fakhri, this item number stood out for its high-energy beats and captivating dance sequences. Fakhri's electrifying presence and the song's pulsating rhythm made it a favorite among dance enthusiasts, adding an extra layer of excitement to the film.  

7. Anarkali Disco Chali from Housefull 2:    Featuring Malaika Arora, this song became an instant party anthem. Arora's dynamic performance and the song's catchy lyrics and beats made it a highlight of the film. The playful and festive nature of the song added to its widespread popularity.  

8. Dance Basanti from Ungli:    Performed by Shraddha Kapoor, this item number is known for its peppy beats and Kapoor's energetic dance moves. The song's upbeat tempo and lively choreography made it a hit among audiences, showcasing Kapoor's talent and the film's vibrant atmosphere.  

9. Dhating Naach from Phata Poster Nikhla Hero:    Featuring Nargis Fakhri and Shahid Kapoor, this item number was celebrated for its lively choreography and catchy music. The dynamic duo's energetic performance and the song's infectious rhythm made it a standout sequence, adding to the film's entertainment value. The film industry holds significant power in shaping cultural narratives and societal norms.

As such, it bears a responsibility to balance entertainment with ethical considerations. Filmmakers and artists can use item numbers to celebrate dance, music, and cultural diversity without resorting to objectification or reinforcing harmful stereotypes. One approach is to create item numbers that empower rather than objectify. This can be achieved by focusing on the talent and skill of the performers, using lyrics that celebrate individuality and strength, and presenting women as multifaceted characters rather than mere eye candy. Additionally, promoting body positivity and diversity in beauty standards can help mitigate the negative impact on viewers' self-esteem and body image.  

Item numbers in Hindi films are a powerful cultural phenomenon with significant psychological impacts. While they provide entertainment and contribute to the film industry's commercial success, they also influence societal norms, gender perceptions, and audience behavior. By recognizing the dual nature of item numbers as both art and influence, filmmakers can strive to create content that entertains while promoting positive cultural values and psychological well-being. This balance is crucial in fostering a film industry that is both entertaining and socially responsible.