Radio Mirchi’s CSR initiative to make visually impaired ‘listen’ to ‘Hari Puttar’
Radio Mirchi, in association with Mirchi Movies, has announced an innovative initiative – ‘Listen to my movie’ – wherein forthcoming children’s film by Mirchi Movies, ‘Hari Puttar - A comedy of terrors’, would be converted into an audio film for the visually challenged.
The parallel audio track of ‘Hari Puttar’ would be released later in September and travel across the country with Radio Mirchi’s CSR team for special ‘ampings’ (the audio equivalent of screenings) for the visually challenged.
Elaborating on the initiative Riya Mukherjee, Vice President-Brand Integration & CSR, Entertainment Network India Ltd (Radio Mirchi), said, “We have been entertaining over 25 million listeners across the country and we understand how pure audio can provide pure delight. Therefore, it seemed only right that we extend our expertise in entertaining to a very special community of people, and introduce worlds of delight to the visually impaired. We are extremely happy to announce this initiative of creating audio films for the blind.”
Mukherjee further said, “We are listening to the audio track and putting in extra dialogues so that the movie is easily understood by those who cannot see. By September, the movie will be completed and we will be traveling to 32 stations of Radio Mirchi and play the movie at the institutes for the visually impaired there.”
‘Hari Puttar - A Comedy of Terrors’ is a 90-minute feature film. Established technicians have worked on the film from sound and picture standpoints.
Applauding the effort, noted writer and filmmaker Gulzar said, “Yeh Bolte Manzar Hain – these are speaking images.”
Our typical marketing budget is usually 10 per cent of the topline spend