Tag: PGI

  • Producers Guild issues statement, slams attackers who are maligning film industry’s reputation

    Producers Guild issues statement, slams attackers who are maligning film industry’s reputation

    The Producers Guild of India (PGI) today issued a statement related to the countless attacks against the film industry. The guild has accepted that the Indian film industry has its own imperfections, but it also highlights that the industry is also one of the most important sources of soft power for the nation at a global level.

    Following the death of Bollywood actor Sushant Singh Rajput, celebrities like Kangana Ranaut have re-ignited the nepotism debate and highlighted the drug abuse in Bollywood. While she has been targeting influential filmmakers for favouring celebrity kids, Ranaut recently claimed that 99 per cent of Bollywood was on drugs.

    “The last few months have seen relentless attacks on the reputation of the Indian film industry across all media. The tragic death of a promising young star has been used by some as a tool to defame and slander the film industry and its members,” the statement read.

     “A picture has been painted of the industry as a terrible place for outsiders to aspire to; a place that treats those who dare to enter it with contempt and derision; a murky den of substance abuse and criminality. This narrative is salacious enough for the media to exploit to great effect in order to boost its ratings, readership and page views. But it is not the truth” the guild added.

     “Like any other sector, there is no doubt that the film industry has its imperfections, and there must always be an ongoing attempt by any industry to improve upon itself, learn and evolve while weeding out unsavoury elements or improper practices that hold it back. But to paint an entire industry with the same brush is a gross misrepresentation of reality,” the guild further said.

    On the positive aspects of the industry, the guild shared, “The film industry employs hundreds of thousands of people, boosts travel and tourism and is one of the most important sources of soft power for India across the world. It has entertained hundreds of millions of people for over a century and has brought joy, honour, and glory to the nation. It has welcomed and embraced talent from across the country – from the worlds of literature, poetry, art and music – and has drawn them in to create a unique cinematic language.”

    The statement read, “This has ensured that we are one of the few countries in the world to still have a vibrant and thriving local film industry across multiple languages, despite the decades-long onslaught of Hollywood.” It also mentioned that the industry has always contributed generously to national causes in times of need, and has offered its resources – name, recognition, time and funds – whenever needed.

    The guild also agreed that it’s not easy to enter the industry.

    “We do not negate the personal experiences of anyone from the industry, and undoubtedly many of those entering the business and seeking to establish themselves have faced numerous hardships, struggles and disappointments in the course of building a career here. But that is no different from the challenges and obstacles faced by new entrants in any field that they are not born into – be it politics, law, business, medicine or the media,” the guild further added.

    It said, “However, a concerted effort has been made to single out the film industry as one that specifically inhibits and prohibits new talent from the outside from thriving. This could not be further from the truth.”

    The letter also mentioned that there are scores of talented actors, directors, writers, musicians, cinematographers, editors, sound designers, production designers, costume designers, art directors, and numerous other film professionals across multiple disciplines who had absolutely no connection in the industry, but they have flourished and done pathbreaking work, which has redefined Indian cinema.

    The statement further read: “Being born into the industry most definitely affords you the privilege of access and a first break, but after that it is up to each individual’s talent, hard work and drive to propel them forward. This is a place that ultimately rewards your talent, work ethic and ability to connect with an audience – regardless of your religion, gender, caste or economic strata.”

    It agreed that the industry is undoubtedly more difficult for an outsider to get that first chance to display their talent. However, with perseverance, persistence and a little bit of luck – it could be achieved.

     “These are difficult times for our country and the world, so rather than venting our fears and frustrations on each other with vile and vicious trolling, it is more important than ever to come together instead of tearing each other apart. Members of the industry on both sides of this debate, especially women, have been subjected to rape threats and death threats. This is unacceptable and must stop now,” the statement said.

  • Platinum Evara’s campaign for new collection inspired by nature

    Platinum Evara’s campaign for new collection inspired by nature

    MUMBAI: Beyond her choice of couture, and wedding planning, the bride of today has come a long way in defining and knowing what she expects from her marriage. Armed with an education, a career and the empowering independence it brings, her choices and decisions are her own. She values traditions, rituals & set practices but has the ability to question and not blindly follow them. She seeks an equal partnership from her spouse-to-be and expects supportive in-laws – a true extension of her own family & support system.

    Earlier this year, Platinum Guild International (PGI) – India  in its campaign “MyFirstEvara” celebrated this new-age bride’s “rare firsts” – her new beginnings as she moves into a new phase of her life, tuning herself to a new atmosphere, fostering newer relationships, embarking on a fresh journey and adapting to multiple roles.  Her “rare” first moments & interactions charged with emotional meaning, occupy a special place in her heart. They form the founding blocks of her life’s new journey & are hence embedded in her memory forever. This season Platinum Evara celebrates another chapter in that course. The bride of today looks at her ‘first moments’ in her own way – being true to herself, her values & beliefs. She faces many societal challenges & expectations but she confidently negotiates them while expressing what truly matters to her. Without dismissing existing norms or rebelling without a cause – she stands assertive, optimistic & yet carries people along.

    One instance of a bride’s journey has been captured in a beautiful new film bringing alive this season’s #MyFirstEvara. The film opens with a scene where a mother-in-law is checking out a new house. This is the house that the daughter in law wants to move into to start her own journey. It captures the emotions that come along with a decision that has clearly not been easy on her – but one that she believes in & must follow. She stands up to her decision & is delightfully surprised when her mother-in-law reassures her that it is indeed the right one to make. The mother in law in fact backs her by telling her that “young couples need their space”. She helps her tide over her apprehensions comforting her & saying physical distance can never come in the way of a real connection! This special moment between them is marked with something rare – a piece of Platinum Evara.

    It marks the launch of a new collection from Platinum Evara inspired by Nature – a true tribute to the bride of today. Like the forms in nature, dynamically evolve, renew, transform and yet coexist with other life forms – leaving their mark, so does the bride of today. She breaks away from typical stereotypes and blossoms in her life after her wedding. This design theme hence mirrors her life stage.

    Speaking on the campaign, PGI director, consumer marketing Sujala Martis said, “The bride of today is no longer hesitant, nervous & full of self-doubt. She values her roots but always seeks newer possibilities of progressive change. She faces societally imposed norms yet, confidently negotiates them while expressing what truly matters to her. Our new collection inspired by nature is a tribute to her and this very outlook of hers”.

    “Modern women don't go by the stereotypes of a daughter-in-law and her relationship with her in-laws. It's a change that's the need of the hour and these brides of today aren't afraid to change societal norms. This campaign pays tribute to the women who have the rare qualities to go against the stream with nature-inspired platinum jewellery, marking these major milestones in her newlywed life,” said Dentsu Webchutney ECD Aalap Desai.

    The endearing new integrated digital and marketing campaign is currently live to promote the all-new range of Platinum Evara jewellery. The campaign is a 360-degree program led by a digital film and supported by a robust communication plan that includes Print, Digital, OOH and PR across markets to ensure high reach and frequency. The content across these mediums are focused to drive awareness and visibility for the new collection.