Malayala Manorama launched a new campaign titled New Kerala Street featuring actor Dulquer Salman. The tag line of the advertisement says âPuthiya Vayana, Puthiya Keralamâ (New Reading, New Kerala).
Talking to exchange4media Jayant Mammen Mathew, Deputy Editor and Director, Malayala Manorama says, âMalayala Manorama has always been at the fore front of change, we have acted as a catalyst in promoting new ideas and changes in Kerala. The youngsters in Kerala have a strong reading culture. So, this video is a tribute or acknowledging the youngsters in Kerala, the youngsters from all walks of life who have embraced print media.â
The lyric concept is drawn from Keralaâs history of pluralism, openness and diversity leading to the idea of Keralaâs eternal newness. Metaphorically, it is about how Kerala is a river that contains many streams, a fruit that contains many flavours, a land that holds many lands and an ocean that contains many mozhikal. It is also enriched by the south Indian literary, Dravidian concept of different âtinakalâ or terrains that hold the land together. Yet the chorus is as simple as âPuthiya Vayana.Puthiya Keralam (New reading. New Kerala).
The campaign directed by Martin Prakkat was shot in Fort Kochi, Kerala. Gopi Sunder has rendered music for Kerala Street and Salman himself has sung the song âPala Chalu Cherunna Puzhayayiâ.
âThe film is essentially the celebration of a new Kerala, thatâs been inspired and catalysed by a new wave of vayana (reading). It is a journey that captures the newness in the State â the newness in thoughts and ideas, the newness in taste and style, the newness in outlooks and attitudes â towards which Malayala Manorama has contributed much,â explains Shelton Pinheiro, Executive Creative Director, Stark Communications.
The video of 2 minutes 36 seconds depicts the journey of Salman that captures the newness in the state â the newness in thoughts and ideas, the newness in taste and style, the newness in outlook and attitude. âThe reason why Dulquer Salman has been roped in for the campaign is due to the strong popularity he has among the different age groups in Kerala. He represents the vibrant youth of Kerala,â says Mathew.
On casting Salman for the campaign, Pinheiro adds, âAs an icon of youth and as a representative of the new Kerala, his presence perfectly complements the message âNew reading. New Keralaâ and helped transform the commercial into a likeable, shareable music video.â
Director: Martin Prakkat
Concept & Script: Shelton Pinheiro, Seetha Jayan
Creative Directors: Shelton Pinheiro, Ajith Gopinat
Cinematographer: Jomon T John
Music: Gopi Sunder
Vocals: Dulquer Salmaan
Lyrics: Anvar Ali
Art: Ajayan Chalissery
Editor: A. Sreekar Prasad
Account Management: Manjit Lal J, Alan Jose
Production House: The Scene Studios
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