Campaign India Team
Jun 09, 2014

MMGB: ‘Sapnon ki udaan’: &pictures spins a heartwarming, rooted cotton-to-cloud story

Watch the six-minute brand film conceptualised by Team Scarecrow and directed by Nagesh Kukunoor here

Hindi movie channel &pictures has released what it bills as the ‘world’s shortest feature film’, themed on its tagline on its consumers 'Hum Indians jo aasman mein ude, zameen se jude reh kar' (For Indians who rise high, while staying grounded to their roots). The film titled ‘Sapnon ki udaan’ has been conceptualised by Scarecrow Communications and directed by Nagesh Kukunoor.
 
In a statement announcing the launch, Bharat Ranga, chief content and creative officer, ZEEL, said, “We have a very exciting yet grounded brand film – Sapnon Ki Udaan that reflects upon the very philosophy of &pictures – providing differentiated content to the viewers. We wanted to come up with a fresh offering that targets the changing consumption trends of our viewers, which is still rooted to their customs. We intend that through a wider showcase of television and internet mediums this inspirational message touches the lives of our viewers as often as possible.”
 
Manish Bhatt, founder director, Scarecrow Communications, added, “A good movie channel is all about telling any large screen story using a small screen without losing its cinematic values and the essence of the film. So, for a new age interactive movie channel  (especially designed for new age Indians) like &pictures, what could have been a better way to communicate this than demonstrating the same by telling a three-hours story in couple of minutes without losing drama, emotions, grandeur and the essence of the celluloid entertainment. And with the able guidance of Mr. Bharat Ranga and  dual experience of  the brand team (Akash Chawla and team) in the area of what works on TV and Cinema both, and additionally under the direction of the new age film maker like Nagesh Kukunoor, Scarecrow as a creative agency behind the film, has been able to accomplish the communication task successfully.”
 
Not a bad way to start the work week. Have a good one.
Source:
Campaign India

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