Home >> Industry-Briefing >> Article

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

27-January-2011
Font Size   16
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.”
 

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

With this partnership, Eros Now further enhances its distribution to the larger screen in India and then across Asia

The agency strengthens its portfolio winning the accounts of Lactalis Group’s Anik range, Germany’s Baby Sebamed, Wagh Bakri - Mili Tea, and brands from Emami Group

Sachin Jain says India is the third biggest market for the diamond brand, contributing 35% to its global business