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Amo Communications and Godrej Aadhaar take 'Hanuman' to rural India

23-December-2005
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Amo Communications and Godrej Aadhaar take 'Hanuman' to rural India

After a successful run at the box office, India's very original animation movie, 'Hanuman', is now all set to be screened at rural parts of the country. Godrej Aadhaar, which is an initiative of Godrej Agrovet Ltd, will be screening the animation movie at Aadhaar villages near Pune and Anand in association with AMO Communications.

Sahara One Motion Picture's first animation venture, 'Hanuman', made in association with Percept Picture Company, Silvertoons, had a nation wide metro release and now will be screened at the Godrej Aadhaars in Maharashtra to celebrate Kisan Divas on December 23, and in Gujarat early next month. This is the first time it is being screened outside the metros, especially in rural areas.

According to RS Vijan, Executive Vice-President, Godrej Agrovet, "India is primarily an agrarian economy with 70 per cent of India's population living in villages and rural areas. Godrej Agrovet has been partnering with farmers in their daily farming needs for a long time and we are best suited to bring various social initiatives to these people. Over the years, we have realised the huge potential that rural India has to offer, and keeping this in mind we have initiated some very innovative rural marketing programmes starting on Kisan Divas."

Godrej Aadhaar, a retail format, provides end-to-end solutions to the agricultural sector. Right from soil testing to fertiliser and seed recommendations and sales, to attractive FMCG and durables, every Aadhaar plays a very important role in the daily life of the farmer, his family and his community.

For the first time the farmer community, along with their families in the interiors of the state, would enjoy a grand theatre style screening of a newly released movie on a 35mm projector with a 30 ft X 15 ft screen using Dolby Digital sound.

The retail format store has a slew of exciting initiatives planned for the coming days at its retail outlets in various parts of the country. The screening of the movie at Aadhaar locations in Maharashtra and Gujarat will be followed by other activities, including kite flying competitions during Makar Sankranti, bhangra performances during Lohri celebrations and kabbadi and volley ball tournaments across other Aadhaar centres in different parts of the country. With these initiatives, Godrej Aadhaar aims to connect with more than one lakh farmers and offer them a platform to enjoy, interact and be connected.

"Our team has begun networking with villages in Maharashtra and Gujarat to gain insights into what a farmer buys and what beliefs he carries. From what we gather, we believe he is in touch with the latest and enjoys movies, entertainment and sports quite like his urban counterparts. Hence, the screening of 'Hanuman' would be a perfect beginning to kick start these initiatives for Godrej Aadhaar," said Elvis Dias, Managing Director, AMO Communications.

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