Mudra, Big Cinemas' 'silent anthem' for R-Day

On the occasion of India’s 62nd Republic Day, Big Cinemas, in association with the Mudra Group, released a new National Anthem video across its cinemas. The National Anthem has been shot in sign language and enacted by children with hearing/ speech impairment.

by exchange4media Staff
Published - Jan 27, 2011 8:00 AM Updated: Jan 27, 2011 8:00 AM
Mudra, Big Cinemas' 'silent anthem' for R-Day

On the occasion of India’s 62nd Republic Day, Big Cinemas, in association with the Mudra Group, released a new National Anthem video across its cinemas. The National Anthem has been shot in sign language and enacted by children with hearing/ speech impairment.

The film has been created and conceptualised by Mudra Group. Speaking on the thought process, Bobby Pawar, Chief Creative Officer, Mudra, explained, “The National Anthem is played in theaters before every movie. Our idea was to use the Anthem to make people do more than just stand and sing, but make them feel a little differently about their country and while driving home a strong message about unity in diversity. The idea is centered on the thought, ‘Patriotism knows no language’, and it is brought to life by hundreds of special kids singing the National Anthem with their hands. The film is the first part of a programme to engage people on ground and online, in a dialogue about how we can free our nation from the prejudices that can divide us.”

The Anthem has been directed by Amit Sharma of Chrome Pictures based on the concept by Mudra Group. On the execution bit, Sharma stated, “What appealed to me most was the challenge this idea posed at me as a filmmaker. It needed to be handled very sensitively without losing out on the impact. I went and met these kids and was really touched by the spirit they showed. So I decided not to use any actors, but got these real special kids to do. Special thanks to all the teachers and the kid for their cooperation and their spirit with which they displayed.”

Commenting on the initiative, Anil Arjun, CEO, Reliance MediaWorks, said, “This silent National Anthem is an evocative and moving expression on patriotism and we hope that the BIG Cinemas’ patrons across India and world would be able to identify with this unique composition.”
 

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