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Tag: Manoj Bajpayee

  • ZEE5 celebrates creating yourself, one story at a time

    ZEE5 celebrates creating yourself, one story at a time

    Mumbai: ZEE5, one of India’s largest home-grown video streaming platforms, today unveiled its content brand manifesto through a thought-provoking film that reflects the underlying change in the mindset of today’s viewers. As opposed to a linear quest for a singular goalpost of ‘settling down’, the film captures and celebrates the fluidity with which people have begun to make life choices; unravelling new dimensions within themselves and exploring uncharted territories as they journey through life.

    The campaign film, ‘Roz Kuch Naya Bante Raho’ uses the device of a sculptor to showcase this philosophy.  In the course of the film, we see him mould, shape, chisel and recreate a piece of art using different materials, styles and textures. We see him create an array of busts which are inherently the same, yet strikingly different. This visually powerful metaphor represents the multiplicity within each of us and the constant evolution of a work-in-progress generation. Viewers are urged to embrace this fluidity through inspiring lines like “Behte Raho, Aakaar Lete Raho, Roz Kuch Naya Bante Raho”. The film ends with a poignant question – “Aaj Kya Banoge?”

    The visual metaphor is further enhanced by actor Manoj Bajpayee’s evocative narration. His delivery adds character to the film as he truly embodies the spirit of multiplicity. From being a theatre actor to taking on diverse film roles that explore his sheer range as an artiste and now his latest turn as a producer, he has transcended the confines of familiarity and pushed the boundaries of creative expression. Strengthening the connection with the artist further, the film opens with the manifesto line penned in Manoj’s very own handwriting. 

     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by ZEE (@zeecorporate)

     Bajpayee said, “As a platform that has its finger on the pulse of the viewer, ZEE5 is sending out a very relevant and critical message through its new content brand manifesto. At a time when people don’t want to be bound by labels and wish to stay unfinished rather than settling down, ZEE5 endeavours to tell stories that will serve as a springboard to its viewers’ aspirations, fuelling their path of self-discovery. As an artiste, the diverse roles I’ve had the opportunity to play have helped me explore the different facets of my personality. As someone who has been a part of some of the platform’s finest content, I was more than pleased to be the voice that delivers such a pertinent message.”

    ZEE5 India CBO Manish Kalra said, “We, at ZEE5, believe that our customers are our key priority and all our teams focus on delivering to meet their expectations. Be it storytelling, technology or business initiatives, they must stem from a profound understanding of our consumers’ lives, their desires, need-states and beliefs. Our content brand manifesto will serve us as a compass that guides the brand’s journey over the years, aligning all stakeholders, content partners to craft an experience that truly resonates with our audience.”

    ZEE CMO – content SBU Kartik Mahadev said, “Today’s youth are seekers, explorers; a work-in-progress generation. As believers and cheerleaders of this new mindset, ZEE5, through its content, invites everyone to explore the countless dimensions and versions of themselves; to keep creating themselves, one story at a time. From immersive dramas to documentaries, from comedies to thrillers, from India and around the world, ZEE5’s rich and varied range of offerings have the potential to unlock, inspire and shape ideas, dreams, beliefs, possibilities and behaviour.”

  • MobiKwik’s new campaign with Manoj Bajpayee showcases easy credit card bill payments

    MobiKwik’s new campaign with Manoj Bajpayee showcases easy credit card bill payments

    Mumbai: Instant settlement of multiple credit card bills, timely reminders of credit card payments, real cashbacks are some of the features that MobiKwik, a leading digital banking platform, is highlighting in a comical way in their latest series of digital film campaign starring Bollywood actor Manoj Bajpayee. The four-film series highlights the platform’s credit card bill payment solutions with Bajpayee’s brilliant acting and comic timing.

    The campaign, conceptualized by the creative minds at Famous Innovations and brought to life by Eipi Media, seamlessly captures Bajpayee as a thirsty actor in his posh vanity and how he is bombarded with options. Or the case of a loving husband who is worried about his wife going on a shopping spree or forgetting his anniversary. Or portraying himself as an actor who is sitting in for a script reading session and how he is annoyed by the lack of quality. All these daily struggles of a commoner are beautifully weaved in the daily struggles that a commoner faces in their everyday life. A consistent thread throughout the videos highlights MobiKwik’s exceptional offerings, contrasting them against the minor annoyances of traditional bill payment methods, like excessive questions or missed reminders.

    MobiKwik director – marketing Monika Mishra said, “We are absolutely thrilled to be collaborating with an acclaimed actor like Manoj. His ability to seamlessly transform into a wide range of characters, from gritty to relatable ones, has often struck a chord with audiences from diverse backgrounds. Just like how he can connect with the mass, we aim to empower our users with straightforward, cutting-edge tools for managing their credit cards and monitoring their spending patterns – a game-changer for their financial well-being.”

    Applauding MobiKwik and the broader fintech industry for ushering in an era of financial inclusion, Manoj Bajpayee expressed, “MobiKwik has always been an epitome of innovative products and services, and I’m thrilled to be a part of a campaign which actually highlights to the users about the many features of credit cards bill payment. Seeing how MobiKwik is touching every corner of our diverse nation is incredibly inspiring. The campaign’s slice-of-life approach, sprinkled with delightful humour, transforms it into a truly captivating initiative which will deeply resonate with the audience.”

    The films have a whimsical tone and eloquently present app features like timely payment reminders, instant bill settlement, detailed analytics of credit card spending and real cashback. Each film concludes with a succinct tagline: “MobiKwik, the no-nonsense app.”

    The campaign is live on all digital platforms.

  • ManipalCigna Health Insurance rolls out new ad film with Manoj Bajpayee

    ManipalCigna Health Insurance rolls out new ad film with Manoj Bajpayee

    Mumbai: ManipalCigna Health Insurance has launched a new brand film ‘Health Ki Keemat’ starring its brand ambassador actor Manoj Bajpayee. The brand film is conceptualised by TBWA India.

    The company has rolled the brand film on ICC Men’s T20 World Cup on Disney+ Hotstar and all major digital platforms. The film will also be leveraged on OOH, print, cricket properties and television across leading GEC, News and Regional channels for maximum outreach across the country.

    Through this brand film, ManipalCigna aims to reach out to potential buyers, seek deeper penetration into the market and highlight the value propositions people can expect when buying health insurance from the expert. The film emphasizes the significance of ‘Expert Ki Suno, Sahi Chuno’ and highlights the importance of seeking an expert to simplify the choice, help choose the right health insurance plan to suit unique health needs, and to easily access quality healthcare.

    The new brand film asks the audience the critical question of ‘What is the real value of Health’ and we see ‘moments of recovery’ of family members as the answer to that. The film highlights ManipalCigna’s expertise in Health Insurance and its product benefits such as fully loaded comprehensive products, quick and easy claim settlement and a better healthcare experience. Bajpayee finishes the film with a powerful tone, exclaiming – ‘Expert Ki Suno, Sahi Chuno’.

    Speaking on the new brand film, ManipalCigna Health Insurance chief marketing officer Sapna Desai said, “Our new brand film leverages the insight that while health insurance has today moved from a ‘grudge’ purchase to a ‘nudge’ purchase, there exists a knowledge gap and limited product understanding. We believe Health is priceless, and people who value their and their family’s health will trust an expert. Based on this insight, we have designed the new film, ‘Health Ki Keemat’. The story builds on the ‘real moments of health recovery’ to drive brand connect and affinity.  We have a new brand tagline, ‘Expert Ki Suno, Sahi Chuno’ to assure consumers that now they can count on the health insurance expert, ManipalCigna who understands the value of health and knows best how to protect it.”

    Speaking on the new brand film, TBWA India managing partner- creative Parixit Bhattacharya said, “We are delighted to partner ManipalCigna again, especially at this exciting juncture for the brand. The Health Ki Keemat brand film spotlights the need to choose an expert while considering health insurance. After all, what’s invaluable can only be trusted with experts. During the process of creating this film, we discovered that people who demanded the most out of their health insurance, preferred someone with the right expertise. This is a massive advantage for the business and speaks to the great values of the brand. So when Bajpayee says ‘Jo health ki keemat jaante hain woh ManipalCigna Health Insurance ko maante hain’, he is speaking the truth.”

  • discovery+ uncovers India’s untold story of ‘Kohinoor’ with Neeraj Pandey and Manoj Bajpayee

    discovery+ uncovers India’s untold story of ‘Kohinoor’ with Neeraj Pandey and Manoj Bajpayee

    Mumbai: discovery+ on Friday announced Secrets of the Kohinoor, a new docuseries in the Secrets franchise that retraces the story of the world’s most precious diamond, ‘Kohinoor,’ and will premiere on 4 August 2022. discovery+, along with acclaimed director Neeraj Pandey and Bollywood actor Manoj Bajpayee, also intends to uncover the stories of multiple rulers and their insatiable desire for the ‘Kohinoor.’ The docuseries will be directed by Raghav Jairath.

    Post success of Secrets of Sinauli: Discovery of the Century, discovery+ is expanding the Secrets franchise.  The docuseries uncovers how the weight of the diamond has been slashed down to less than six times its original weight or it might not be the same diamond Emperor Babur mentioned in his memoir.

    Docuseries will feature parliamentarian and author Dr. Shashi Tharoor, historian and AMU professor Irfan Habib, professor Dr. Adrienne Munich, Jamia Millia Islamia

    professor Farhat Nasreen, archaeologist and Archaeological Survey of India (ASI) ex-regional director K. K. Muhammed, AMU professor Dr. Manvendra Kumar Pundhir, Indian author-columnist, diplomat and former high commissioner for India in the United Kingdom, author J Sai Deepak, professor Dr. Danielle Kinsey, historian and professor Dr. Miles Taylor and master diamond polisher Pauline Willemse.

    Speaking about the docuseries, Bajpayee said, “The opportunity to present this series in the franchise has been a uniquely satisfying and learning experience for me, and I am grateful to discovery+ and Neeraj Pandey for that. This project marks my second collaboration with them. Despite being talked about for years, there are many facts about the ‘Kohinoor’ that were unknown to me, and I am certain they would be unknown to a majority of the world as well. The revelations made in the documentary took me by surprise, and I cannot wait for viewers to explore this untold story and be just as surprised.”

    Pandey added, “The unseen, disguised, and unknown historical facts have always intrigued and fascinated me, causing me to delve deep into the subject. After the amazing response to Secrets of Sinauli, the idea of exploring the mystery of the ‘Kohinoor’ excited us as it has been one of the most talked about diamonds in the history of time. “

    “Our partnership with discovery+ has been great at bringing alive stories that are bigger, better, and bolder. Moreover, it is always a pleasure to work in collaboration with Manoj, who is a master of his craft and has taken the show to a whole new level with his striking storytelling expertise. The robust research, peppered with inputs from renowned scholars and experts, digs deep into the story of ‘Kohinoor’ to surface lesser-known facets of its journey whilst narrating the importance of bringing it back to its homeland,” he added.

    Warner Bros. Discovery head of factual & lifestyle cluster- South Asia Sai Abishek shared, “We’re pioneering the history genre with our distinctive offerings that appeal to audiences across age groups. We have added another Indian Originals IP to our already expansive history genre on the platform with the growing Secrets franchise. Following the massive success of Secrets of Sinauli: Discovery of the Century, we realized the tremendous potential in the subject and thereby built on the successful collaboration with Neeraj Pandey and Manoj Bajpayee. The captivating history of ‘Kohinoor’ and its unexplored aspects are even more prevalent now and need to be known by audiences across the globe.”

  • Tata Sampann rolls out new campaign #JaiseNatureNeBanaya with Manoj Bajpayee

    Tata Sampann rolls out new campaign #JaiseNatureNeBanaya with Manoj Bajpayee

    Mumbai: Tata Sampann has launched a new campaign called # JaiseNatureNeBanaya, which features Bollywood actor Manoj Bajpayee in a TV commercial. Crafted by Ogilvy, the campaign is in line with the company’s focus on ensuring “For Better” products for its consumers seeking quality nutrition as part of their everyday Indian diet. At the core, is the brand’s inspiration to address consumers’ needs by providing quality food choices and retaining the power of the food ingredients by avoiding any additional processing.

    Tata Sampann, as a brand, believes that there is an authentic essence in the food that we eat and that, when processed in a mindful way, helps to harness the elemental power of nature. Through a series of ad films featuring actor Manoj Bajpayee, this belief has been brought to life. The films encourage consumers to rethink their choices when purchasing food items, further raising questions in their minds if they focus too much on how the spices and staples look over their flavour and benefits, thereby reaffirming the brand’s promise that Tata Sampann delivers staples and spices “just as nature intended them to be.”

    Commenting on the campaign, Tata Consumer Products president of packaged food India Deepika Bhan said, “Our commitment is to bring high quality nutrition to Indian homes. This commitment inspires us to work towards mindful processing, allowing for food to retain its full nutrient potential. The constant obsession with retaining natural goodness is why our products are high quality and have high sensorial value—so they taste great. Tata Sampann is Sarvagun Sampann.”

    Speaking on his association with Tata Sampann, Manoj Bajpayee said, “My favourite kind of food is always the everyday Indian food that I eat at home. I am very particular about quality, be it my roles or my food ingredients. Tata Sampann’s proposition of providing sarvagun nutrition to its consumers was one of the key driving factors for my association. I personally believe that if your ghar ka khana is made with high quality ingredients that are not tampered or polished in any way, their nutrition will be as close to nature as possible and will assure sampann poshan at all times.”

    Commenting on the thought behind the advertisement, Ogilvy chief creative officer Sukesh Nayak said, “We wanted to present Manoj Bajpayee not just as an actor but as a discerning food lover who loves to cook. In this light-hearted campaign, he shares with us some simple yet effective tips on how to elevate even the most basic dishes with Tata Sampann dals and haldi.”

    The campaign is live across the electronic channels and social media platforms of Tata Sampann.

  • Gender inequality is more rampant in rural areas: BL Agro’s Richa Khandelwal

    Gender inequality is more rampant in rural areas: BL Agro’s Richa Khandelwal

    When was the last time you saw an ad featuring not one, not two, but three mainstream male actors in the kitchen, donning aprons to cook up a storm? BL Agro’s latest brand film for its flagship mustard oil brand Bail Kolhu, aptly titled ‘Rasode Mein Mard Hai’ does just that by showcasing the three versatile talents of Pankaj Tripathi, Manoj Bajpayee, and Nawazuddin Siddiqui cooking with flair-relishing and savouring every step of the process, right down to serving their preparation. 

    While several brands have championed the cause of gender equality before, what makes this particular campaign special and sets it apart is the fact that it is led by a brand rooted in the HSM (Hindi Speaking Market) hinterlands of Uttar Pradesh with a target audience that comprises primarily of rural and semi-urban consumers. The name Bail Kolhu itself has a strong native ring to it with its genesis ingrained in the traditional process of extraction of the ‘Kachi Ghani’ or mustard oil.

    So what led the desi edible oil brand to undertake this atypical campaign for its cooking oil product? BL Agro spokesperson Richa Khandelwal tells IndianTelevision.com in an exclusive chat.

    The brief given by the brand

    “We wanted to take a very different path than the usual suspects,” says Khandelwal, adding, “Rather than picking up one of the regular marketing concepts, we wanted to associate Bail Kolhu with a social agenda to create an image of a brand that genuinely cares and thinks about its customers.”

    Talking about the title, Khandelwal says, “We, along with our creative agency, Leads Brand Connect, played around with quite a few hashtags and titles, such as #HaathBataaoSaathPakaao, before we set the seal on #RasodeMeinMardHai, because it both resonates well with the semi-urban and rural population and has a stark appeal and recall value.”

    The campaign was an in-house collaborative effort of the creative, production, and media teams, with Leads Brands Connect executing the entire TVC, from concept to film production.

    Enlisting the three Bollywood actors

    “Hailing from Bihar and Uttar Pradesh, the trio was a brilliant brand choice because they are idolised in this Hindi-speaking belt,” says Khandelwal. 

    With the problem of gender inequality more rampant in rural areas, the three Bollywood actors become the perfect fit. “We could have enlisted any celeb face to break the doctrine that men can’t share the load in the kitchen. But we specifically chose Pankaj Tripathi, Manoj Bajpayee, and Nawazuddin Siddiqui because they were the right megaphones for the concept,” she tells.

    The TVC is the launchpad for the first leg of the campaign, which will last three months, and which was unveiled by actor Pankaj Tripathi at a press conference in New Delhi to get the conversation rolling.

    “Launched earlier this month, the campaign has led to a knock-on effect with people from all walks of life and consumer cohorts responding to the ad film,” says Khandelwal. “While women are applauding Bail Kolhu for championing the cause that men should be cooking too, men are actually beginning to think about it,” she adds.

    The thought behind the concept

    Interestingly, Covid-19 became the germination point behind the #RasodeMeinMardHai concept to advocate the fact that men should be cooking too, reveals Khandelwal. “During the initial lockdown men actually became active participants in the kitchen, gradually taking on cooking chores. But with the waves dying down, the situation bounced back to the pre-covid era, with only 6.1 per cent of men participating in the kitchen,” she says, adding that, “essentially, the plight of women did not change an iota.”

    The limited portrayal of men in ads centred around the home and kitchen has further served to reinforce the belief that cooking is solely a woman’s responsibility. “By talking about it through more responsible advertising, we wanted to normalise the issue and bring about functional change,” Khandelwal asserts.

    Media marketing strategy behind the campaign

    The TVC is largely focused on television with the time-slots chosen for the TVC not par for the course. The brand is going aggressive on spending on news channels to capture male viewership on TV, while the #RasodeMeinMardHai campaign is digital-first. The ad spend ratio is 60:40, with the smaller portion dedicated to traditional media and the larger portion to digital media.

    Khandelwal says since radio is also a potent medium in the markets where Bail Kolhu has a major presence – largely in rural and semi-urban areas – the brand will focus on the radio for its marketing campaign. “Besides jingles, we are roping in RJs to promote the messaging and contests for listeners.”

    A long-term goal

    The campaign is not a one-off to nudge the industry towards more progressive gender narratives or tokenism for the just-passed Women’s Day, emphasises Khandelwal. “We’re going to make it a key focus area for the brand to give the messaging more breathing space.” The brand plans to turn it into a multi-year agenda where it will move from the ground up to bring true winds of change. In the pipeline are also outdoor activities that become the “rocket fuel to bring real and tangible” transformation on the ground.

    “Although names cannot be disclosed at such an early stage, expect to see more macro-influencers and more celeb faces. Since it’s a social cause, a multitude of people are interested in contributing, not for monetary gain but for the cause itself,” adds Khandelwal.

    Meanwhile, the Uttar Pradesh-headquartered edible oil and food products company has been on an aggressive market expansion mode and has since expanded its horizons into the nearby territories of Rajasthan, Uttarakhand, Delhi, and recently also ventured into the Southern state of Karnataka.

  • Rupeek unveils new TVC featuring Manoj Bajpayee and Priyamani

    Rupeek unveils new TVC featuring Manoj Bajpayee and Priyamani

    Mumbai: Fintech platform Rupeek has launched its first integrated brand campaign featuring “The Family Man” fame actors Manoj Bajpayee and Priyamani. Conceived by The Womb, the ad spot shows how the platform aims to solve the usual credit pain points with its hassle-free doorstep gold loan offering.

    The film depicts the actors walking into an establishment to apply for a gold loan where they run into several hurdles. Then they are introduced to Rupeek where they can schedule an appointment using the app, get their gold measured and avail credit- all at the convenience of their home.

    “With the majority of India’s population having no access to formal credit, there is a huge potential for asset-backed lending such as online gold loans,” said Rupeek SVP- marketing and digital Shalabh Atray. “I am happy and excited to have both Manoj and Priyamani on board for our campaign and convey Rupeek’s vision to the Indian households. We believe that it is the right time for the narrative of gold loans in India to evolve and align with aspirations of the evolving Indian.”

    “It is wonderful to see how young entrepreneurs and companies are addressing the issues that are deeply penetrated in our society,” said Manoj Bajpayee speaking on the brand association. “Through this film, we have tried to break the stigma associated with gold loans and convey a deeper message on the potential of gold loans to make people feel empowered during challenging times.”

    “Gold is the most celebrated asset in our country, yet people continue to undermine its potential, especially in tiding through financial exigencies. COVID-19 has been an eye-opener in many ways for the common man and with a trusted brand like Rupeek, I am certain people will start acknowledging the benefits of hassle-free and safe doorstep gold loans,” added Priyamani.

    Through its trusted relationship with lending partners, Rupeek claims to offer online gold loans to its customers with minimal documentation and low-interest rates.

  • Amazon Prime Video wins big at Indian Film Festival of Melbourne 2021

    Amazon Prime Video wins big at Indian Film Festival of Melbourne 2021

    Mumbai: Amazon Prime Video scoops a massive win at the Indian Film Festival of Melbourne (IFFM) 2021 which has announced its winners for the year. IFFM is the largest of-its-kind festival in Australia celebrating the best of Indian cinema in all its forms. The festival showcases a wide range of Indian content and encapsulates the best of entertainment from the Indian sub-continent.

    Amazon Original titles like the crime drama series “Mirzapur Season 2” has won in the category for ‘best web series’, Suriya Sivakumar and Vidya Balan have bagged the honors for ‘best performances in leading roles’ for their stellar acts in “Soorarai Pottru” and “Sherni” respectively. 

    Post the successful second season, The Family Man ‘Srikant Tewari’ has aced his TASC yet again with Manoj Bajpayee winning the award for ‘best actor (male) in a web series’. Marking her digital debut with this espionage thriller, Samantha Akkineni won the award for ‘best actor (female) in a web series’. In addition to this, the Malayalam family drama, “The Great Indian Kitchen” has earned recognition in the category of ‘equality in cinema (feature)’.

    “The many wins at the prestigious Indian Film Festival of Melbourne are a reinforcement that our efforts to create and curate for our consumers are working,” said Amazon Prime Video spokesperson. “It’s also a recognition of the hard work of the team, the entire cast and crew of our titles. The last year wasn’t an easy year for any of us, at Prime Video we are happy to bring joy to the safety and comfort of consumers’ homes across the world.”

    An elated Vidya Balan remarked, “Sherni has been special for me not only for the character I got to play but because it delved into a space, lesser explored in cinema. It’s a relevant subject that needed to be told. This award is for my team. I am also thankful to the audience for all the love and this award is the icing on the cake.”  

    On Soorarai Pottru’s big win, lead actor and producer of the film, Suriya said, “This film has been made with a lot of heart and to finally witness it getting recognised on a global platform is heartwarming and incredibly special. It’s a huge honour for us as a team and I am thankful to Amazon Prime Video for making the film reach audiences globally and my fans for showering so much love.”

    Manoj Bajpayee said, “I will always be short of words to describe the adulation The Family Man has garnered the world over and this award just scales up the honour further. As an artist, I am inspired and motivated to do better with every role that comes my way hereon and stay true to my craft.”

    Samantha Akkineni shared, “The character of ‘Raji’ was one of the most layered and intense roles of my career that called for a lot of preparation and forced me to dig deep. I am thankful to Raj & DK for conceiving such a powerful female character and for being able to see me beyond the ‘cute girl’ image that many couldn’t look past. I am grateful to the jury at the Indian Film Festival of Melbourne for this honour and I look forward to more of such groundbreaking roles as an actor.”

  • After “Tandav” protests, Tamil Nadu wants “The Family Man 2” banned

    After “Tandav” protests, Tamil Nadu wants “The Family Man 2” banned

    Thiruvananthapuram: The eagerly awaited release of Amazon Prime’s original, The Family Man 2, has landed the platform in a fresh controversy, with the Tamil Nadu government seeking a ban on the series. The state government, in a missive to the union information and broadcasting ministry, has alleged that the Amazon original insults Tamil culture and history.

    Responding to the allegations and ban request, The Family Man creators Raj and DK issued a statement stating that it was unfair to draw conclusions and make assumptions merely after watching the promos of the yet-to-be-released series. 

    “Some assumptions and impressions were made based on just a couple of shots seen in the trailer. Many of our lead cast members, as well as key members of the creative & writing team, are Tamilians. We are very cognizant of the sentiments of the Tamil people and Tamil culture and have nothing but the utmost love and respect towards our Tamil people,” said The Family Man creators in the statement. 

    The TN government made the ban request after the recently released trailer of The Family Man 2 went viral on online spaces. On Monday, the minister for information technology, Mano Thangaraj, sent a letter to union minister for information and broadcasting, Prakash Javadekar, and urged the latter to ban the series not only in Tamil Nadu, but also across the country, stating that the series depicts Eelam (read Sri Lankan) Tamils in a highly objectionable manner.

    In the trailer, south Indian actress Samantha Akkineni is seen portraying the role of an LTTE terrorist, which the Tamil Nadu government has objected to, saying the depiction of a Tamil actress in such a manner was an affront to Tamil culture itself. 

    “The sacrifices (made and) their long drawn democratic battle has been intentionally undermined and it cannot, by any stretch of imagination, be considered merely as a (television) serial (that holds) any value for Tamil culture. Moreover, a serial loaded with insults and insinuations against the glorious Tamil culture can never be considered as having any broadcasting value,” Thangaraj stated in the letter. 

    Thangaraj also accused Amazon Prime Video of carrying out a smear campaign against Eelam Tamils who struggled for decades in order to ensure a life with equality, justice, peace, and dignity in Sri Lanka. 

    Rajya Sabha MoP Vaiko has also written to the I&B Ministry seeking a ban on Family Man 2. According to Vaiko, the recently released trailer portrays Tamilians as terrorists and ISI agents. He also added that the trailer wrongly depicts the sacrifices made by Tamil Eelam warriors as acts of terror. 

    Elara Capital vice president and research analyst Karan Taurani said that problems like these could arise in a multi-cultural society like India. 

    “As there are no regulations on OTT content, we should expect such issues (coming up). India is a multi-cultural country, and content creators always are at risk while handling sensitive subjects. Earlier, it happened with Tandav, and now with The Family Man 2. We should expect such rows and controversies in the future too,” said Taurani. 

    On 25 February, the union government had released the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, in the wake of the Tandav controversy. However, the rules were termed as ‘toothless’ by the supreme court of India which found these rules were unable to regulate OTT content or even prosecute offending OTT  platforms airing such content. The apex court has advised the union government to frame a law to regulate the OTT ecosystem.  

    The Family Man 2 is scheduled to release on 4 June. The series stars Manoj Bajpayee essaying the role of a middle-class man who secretly works as an intelligence officer with the Threat Analysis and Surveillance Cell (TASC), a fictitious branch of the National Investigation Agency (NIA) in India. 

    The series is not the first Amazon Prime Video original that has run into controversy. A few months back, post the release of Tandav, several leaders of the BJP called for a similar ban, claiming that the series hurt religious sentiments of Hindus.