Kent RO has 'dedicated' a short film on behalf of the nation to the people of Kashmir. The film was inaugurated by Rajnath Singh, home minister, and Hema Malini, member of parliament, along with Mahesh Gupta, chairman - Kent RO Systems. It has been conceptualised by Law & Kenneth Saatchi & Saatchi.
The six-minute film opens with Amitabh Bachchan introducing the state as the heaven of the world and India's heart. It goes to showcase the beauty of the valley of Kashmir and the people within the state. It ends with Hema Malini urging the viewer to log on to www.dilsekashmir.com and send a message of love to the people of Kashmir.
Gupta said,“The film celebrates the beauty of Kashmir and its people, and celebrates the love and togetherness that we share as a nation. The vision of this short 6 minute film is to ‘make our brothers and sisters in Kashmir feel that the rest of the country stands with them’ and also open many more doors to bring us closer to each other. It's a simple film which carries a message of oneness, with purity of heart and intent. Just like what Kent RO stands for, purity. It is simple. It is not driven by any political or religious agenda. Instead it is driven by humanity and the sense of family and togetherness. India is a one big diverse family and Kashmir is an integral part of our lives. And we need to celebrate it."
Praveen Kenneth, chairman, Law & Kenneth Saatchi & Saatchi, said, "The task at hand, keeping in mind the current situation of Kashmir was challenging. We met a myriad of people, both in Kashmir and outside, to find a starting point. We had to keep it simple. Mr.Gupta and I believe, anything can be answered and any solution is possible, if there is a genuine connection between people. It's the first step, to establish any possibilities. And we as a nation when called upon, reach out very easily across the spectrum of caste/creed/differences. That's the beauty of this nation. And this attempt is our small contribution to create the platform to connect people."
The song is composed by Shankar, Ehsaan and Loy with lyrics written by Gulzaar.
So far 9,209 people have sent their love to the state and its people. The campaign went live on 5 September 2017.
Client: Kent RO
Curated by: Hema Malini
Concept: Praveen Kenneth
Creative agency: Law & Kenneth Saatchi & Saatchi
Creative team: Anil K Nair, Charles Victor, Rishi Upadhyay, Vijay Vigamal, Aarti Samant, Roshni Donny, Megha Gayke, Shailendra Shyamsukha, Sandeep Gayke, Sudarshan Sudevan, Bhushan Shimpi, Amit Sharma, Prabhakar Bolar, Devendra Pulaveli, Anil Kumar, Amit Kute, Sushil Pandey, Haider Ali, Ricky Barretto