BIG Cinemas releases new national anthem video for Republic Day

Tuesday, January 25, 2011

MUMBAI - BIG Cinemas has released a new national anthem video shot in sign language and enacted by children with a hearing and speech impairment across its theatres on the occasion of India’s 62nd Republic Day.

The special video, directed by Amit Sharma of Chrome Pictures, has been made in association with the Mudra Group.

“The new video, which will be played in theaters before each movie screening, has been released to reinforce the thought that patriotism knows no language,” says Bobby Pawar, chief creative officer, Mudra Group.

“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,” Pawar said in a press statement.

The director says it was very challenging to work with special children on the silent video.

“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,” said Sharma.

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

Filed under: Movies

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