Tag: Piyush Pandey

  • Fortune Oils breaks stereotype; gets male brand ambassador in Akshay Kumar

    Fortune Oils breaks stereotype; gets male brand ambassador in Akshay Kumar

    MUMBAI: Fortune Oils has rolled out its latest campaign, but this time with a male brand ambassador. As quirky it may sound for an oil brand to have a male endorsing the brand, Fortune Oils’ latest campaign unveils its brand ambassador Akshay Kumar. Taking forward the brand’s message, Fortune Oils’ latest TVC shows Akshay spending time with army jawans at a camp – drawing on his association and support for the Indian Army.

    On interacting with the jawans, Akshay realises that one of the things they miss is home-cooked food. Overwhelmed and humbled by the soldiers’ sacrifice and commitment to keeping the nation safe, Akshay expresses his wish to cook for them. A different side of Akshay comes alive, something not seen before – his pre Bollywood avatar, Rajiv Bhatia. Akshay then proceeds to cook a delicious, just-like-home meal, including the army men’s favourites.

    Conceived and executed by Ogilvy South, this film celebrates the idea of home cooked food and the emotional attachment we all have with it in a fresh and interesting story.

    Ogilvy South Asia executive chairman and creative director Piyush Pandey said, “The film continues on the theme of ‘ghar ka khana’ but this time we use jawans as they are the ones who miss ghar ka khana for long extended periods away from home.”

    Adani Wilmar COO Angshu Mallick added, “Fortune Oils’ communications have always been about connecting with our consumers on an emotional level. So when we were considering a brand ambassador, who better than Akshay Kumar. He is popular, likeable and relatable with people across different ages. Known to be a hardworking and conscientious person, Akshay epitomises all the values that Fortune stands for and is the perfect representative for our brand.

    Ogilvy South CCO Azazul Haque points out, “The idea of choosing Akshay Kumar as a brand ambassador came from the client and we loved it. A cooking oil brand choosing a male brand ambassador was a bold and progressive decision. Also Akshay has good credibility as a food expert because of his affiliation with world famous cookery shows and his own past with the food industry.”

  • JSW portable slag cement TVC launched

    MUMBAI: ITW Playworx, the entertainment, media & communication arm of ITW Consulting, conceptualised and managed the launch of JSW Portable Slag Cement and celebration of Salboni Plant at Kolkata recently.

    JSW Cement MD Parth Jindal and his mother JSW Foundation chairman Sangeeta Jindal addressed the audience. Piyush Pandey and Shoojit Sircar were the guests of honour. The launch witnessed presence of the company chairman, senior management personnel and approximately 700 dealers from across West Bengal.

    Anupam Roy, an Indian lyricist, music composer and singer from Kolkata, unveiled the brand’s TVC campaign.

    JSW Cement VP – brand & strategy Rakul Akkara said, “JSW Cement’s entry will play a vital role in changing the profile of Bengal to the rest of India in a very positive way.”

    ITW Playworx CEO Sidharth Ghosh said, “We are looking forward to help the brand increase their network and reach out to new customers.”

  • Zoozoo man moves on from Ogilvy – a note from Piyush Pandey

    MUMBAI: Ogilvy South Asia executive chairman and creative director Piyush Pandey writes:

    It is not at all easy for me, as I inform you that Rajiv Rao moves on from Ogilvy India to become a film maker. It has been Rajiv’s dream to make films for the last four years. I have nothing but a deep sense of gratitude to Rajiv, that he respected my request to stay on to help make a better and stronger Ogilvy. There are not too many in this business who make a sacrifice of this magnitude.

    Rajiv joined Ogilvy in 1999 with his partner V. Mahesh. And shortly thereafter, they started blazing new trails.

    In 2002, I had the joy of partnering him as a copywriter to create the legendary ‘Second hand smoke kills’ campaign for Cancer Patients Aid Association. This campaign won India’s first double Gold at Cannes.

    Whenever the Orange/Hutch/Vodafone history is written, Rajiv Rao’s name will feature in golden letters. Every piece of work on these brands has Rajiv’s personal stamp on it.

    The ‘silent killer’, Rajiv has always displayed phenomenal leadership skills without saying very much. Along with Mahesh, he led Ogilvy Bangalore from 2003 to 2006 and gave the office a renewed energy. In 2009 Rajiv and Abhijit Avasthi took on the role of National Creative Directors and raised the bar up many notches of creativity at Ogilvy India. And since 2015, Rajiv has played the role alone and compensated for his partner.

    Loved and admired by one and all in the industry, nationally and internationally, Rajiv is one of the finest creative people and the gentlest giant I have met in my life.

    I am sure Rajiv will be no less a film maker than the creative leader he has been. We will stay connected in more ways than one.

    Meanwhile, Rajiv will continue as Ogilvy India’s National Creative Leader till Sonal takes over and a smooth transition is complete.

    I will refrain from being personal and just say, “Thank you Rajiv. You are a true son of Ogilvy India. Keep the flag flying.”

  • Sonal Dabral starts second innings at Ogilvy India

    MUMBAI: Ogilvy India has announced apointment of Sonal Dabral as the group chief creative officer and vice-chairman.

    Ogilvy south Asia executive chairman and creative director Piyush Pandey said, “This is a first-time designation at Ogilvy & Mather in keeping with Sonal’s stature. Sonal was my first partner in building the creative reputation of Ogilvy India as it stands today. I am sure we will have a great partnership again to take Ogilvy to even greater heights.”

    Dabral worked at Ogilvy India from 1991 to 1999. He then took over as the Creative Head of Ogilvy Malaysia and within three years made it the No. 1 Creative Agency in that country. Thereafter he took on the reins of creativity in Ogilvy Singapore as its leader and raised the flag even higher, after which Ogilvy India wooed him back to India as the chairman India and regional creative director for Bates Asia-Pacific. He then took on the responsibility at DDB Mudra as Chairman and Chief Creative Officer.

    Pandey added, “As my partner in the 90s, he hired more creative talent than I have done in my life. He not only hired them, but inspired them and gave them wings to fly on their own. Sonal is a popular speaker around the world and a favourite jury member on every international award show. There is so much to Sonal’s achievements, that if I write them all, his joining us will get delayed.”

    This appointment is welcomed and celebrated by John Seifert, Chairman & CEO of Ogilvy Worldwide, ThamKhai Meng, Worldwide Chief Creative Officer and Co-Chairman of Ogilvy Worldwide, Kent Wertime, Co-Chief Executive Officer of Ogilvy Asia-Pacific and Eugene Cheong, Chief Creative Officer of Ogilvy Asia-Pacific. The Ogilvy leadership looks forward to Sonal injecting additional energy to the creative powerhouse for which Ogilvy India is well known around the world.

  • Ogilvy’s ‘BachchaJi’ and ‘BachchanJi’ promote ‘Swachh Bharat’

    Ogilvy’s ‘BachchaJi’ and ‘BachchanJi’ promote ‘Swachh Bharat’

    MUMBAI: Ogilvy Delhi launched a campaign to curb open defecation. Under the Swachh Bharat Mission, one of the key behaviours to curb, is open defecation. The Ministry of Drinking Water and Sanitation, Government of India, wanted to develop communication that would help bring about this change.

    In India, open defecation is a well-established traditional practice deeply ingrained from early childhood. A significant gap also exists between knowledge and practice. Even when people are aware of the health risks related to poor sanitation, they continue with unhealthy practices.

    For any communication to be noticed, it needs to be relevant and tell a compelling story. Amitabh Bachchan, known to his fans as Bachchanji, has shown his commitment to the Swachh Bharat Mission and was a natural choice for a campaign on behaviour change. It was also clear that we needed to stay away from messaging and protagonists that came across as preachy. So who could partner Bachchanji in this campaign to make it memorable and interesting?

    A young boy was selected as his companion to highlight how even a child is aware of this issue and the simple solution that is available to everyone.

    Ogilvy South Asia executive chairman and creative director Piyush Pandey said, “Open Defecation is not a new or modern problem. It is so deeply entrenched that it is considered normal. To raise a doubt in people’s mind about it was a challenge in itself. The communication would have to break habits and would need to be endearing and assertive without being preachy. We have worked with Bachchan on many communication campaigns and he himself is associated with the government of India across various issues. Thus the task for us on this campaign to curb open defecation was to use our celebrity’s strengths and yet create communication that is differentiated.

    So “Bachchanji” became the influencer and “Bachchaji” the young agent of change.

    This helped disseminate information through a lively, cheeky conversation between our Celebrity and his unlikely, intelligent and quick witted companion, the little boy. In the three-part TVC campaign, we thus tackled each of the barriers – to promote the need for a toilet, usage by all and trigger behaviour change by instilling pride.

    Ogilvy Group Companies North ECD Ajay Gahlaut said, “Any campaign that is designed to change behaviour at a mass level needs to be easily understood by all sections of society. We had Bachchan for our TV ads, so that ensured that the campaign would not be missed and would appeal to everybody. The challenge was to make the campaign a little different and refreshing. Which is where the idea of ‘BachchaJi’ and ‘BachchanJi” came about. After that it was just a matter of making sure that their light -hearted banter addressed all relevant barriers

    Ogilvy, Delhi managing partner Chandana Agarwal added, “For any behaviour change campaign, information needs to be easily understood by all sections of society, further there are so many cultural barriers associated with the eradication of OD that really we were looking for a creative idea that was simple, that would connect with people across and one that would be able tackle all the barriers.”

  • Ogilvy’s ‘BachchaJi’ and ‘BachchanJi’ promote ‘Swachh Bharat’

    Ogilvy’s ‘BachchaJi’ and ‘BachchanJi’ promote ‘Swachh Bharat’

    MUMBAI: Ogilvy Delhi launched a campaign to curb open defecation. Under the Swachh Bharat Mission, one of the key behaviours to curb, is open defecation. The Ministry of Drinking Water and Sanitation, Government of India, wanted to develop communication that would help bring about this change.

    In India, open defecation is a well-established traditional practice deeply ingrained from early childhood. A significant gap also exists between knowledge and practice. Even when people are aware of the health risks related to poor sanitation, they continue with unhealthy practices.

    For any communication to be noticed, it needs to be relevant and tell a compelling story. Amitabh Bachchan, known to his fans as Bachchanji, has shown his commitment to the Swachh Bharat Mission and was a natural choice for a campaign on behaviour change. It was also clear that we needed to stay away from messaging and protagonists that came across as preachy. So who could partner Bachchanji in this campaign to make it memorable and interesting?

    A young boy was selected as his companion to highlight how even a child is aware of this issue and the simple solution that is available to everyone.

    Ogilvy South Asia executive chairman and creative director Piyush Pandey said, “Open Defecation is not a new or modern problem. It is so deeply entrenched that it is considered normal. To raise a doubt in people’s mind about it was a challenge in itself. The communication would have to break habits and would need to be endearing and assertive without being preachy. We have worked with Bachchan on many communication campaigns and he himself is associated with the government of India across various issues. Thus the task for us on this campaign to curb open defecation was to use our celebrity’s strengths and yet create communication that is differentiated.

    So “Bachchanji” became the influencer and “Bachchaji” the young agent of change.

    This helped disseminate information through a lively, cheeky conversation between our Celebrity and his unlikely, intelligent and quick witted companion, the little boy. In the three-part TVC campaign, we thus tackled each of the barriers – to promote the need for a toilet, usage by all and trigger behaviour change by instilling pride.

    Ogilvy Group Companies North ECD Ajay Gahlaut said, “Any campaign that is designed to change behaviour at a mass level needs to be easily understood by all sections of society. We had Bachchan for our TV ads, so that ensured that the campaign would not be missed and would appeal to everybody. The challenge was to make the campaign a little different and refreshing. Which is where the idea of ‘BachchaJi’ and ‘BachchanJi” came about. After that it was just a matter of making sure that their light -hearted banter addressed all relevant barriers

    Ogilvy, Delhi managing partner Chandana Agarwal added, “For any behaviour change campaign, information needs to be easily understood by all sections of society, further there are so many cultural barriers associated with the eradication of OD that really we were looking for a creative idea that was simple, that would connect with people across and one that would be able tackle all the barriers.”

  • Salman endorses ‘fully fantastic’ Dixcy

    Salman endorses ‘fully fantastic’ Dixcy

    MUMBAI: Dixcy Textiles has rolled out its new advertising campaign. The TVC features the biggest entertainer in Bollywood Salman Khan.

    The humorous ad highlights Dixcy Scott’s fit and quality. The film has been conceptualised by Ogilvy Advertising. This is the first campaign for Dixcy Scott after Ogilvy won the account without a pitch process early this year. Salman is seen in a new light in this campaign, as Dixcy Scott moves away from action-oriented campaigns.

    Dixcy Scott founder Premji Sikka said, “The brief to the agency was to highlight the fit and quality of the product. While the brand would love to talk about entire range of innerwear, talking about underwear when a celebrity is involved would be a challenge. So, in the ad while Salman is wearing a vest, the agency has managed to include underwear and extend the proposition of ‘Fully elastic, fully fantastic’ to the entire men’s innerwear range.”

    Dixcy Scott director Raghul Sikka added, “The campaign is now consumer-focused whereas the earlier campaigns were trade-led.”

    Ogilvy South Asia executive chairman and creative chairman Piyush Pandey said, “This campaign marks the return of a lethal combination — Dixcy Scott and Salman Khan. In this campaign, we decided to leverage Salman for his great ability to pull off humour in way that connects with the masses.”

    Ogilvy India CEO Kunal Jeswani inserted, “So much advertising today hesitates to deliver a great functional benefit. And the ones that try to do it end up being so boring that consumers show zero interest. This one gets it right.”

    Being one of the youngest, big players in the category, Dixcy Scott faces stiff competition from established players.

    Madison Media Sigma CEO Vanita Keswani added, “To reach out to consumers effectively and in a holistic way, the campaign will run across TV, print, digital, OOH and theatres countrywide.”

  • Salman endorses ‘fully fantastic’ Dixcy

    Salman endorses ‘fully fantastic’ Dixcy

    MUMBAI: Dixcy Textiles has rolled out its new advertising campaign. The TVC features the biggest entertainer in Bollywood Salman Khan.

    The humorous ad highlights Dixcy Scott’s fit and quality. The film has been conceptualised by Ogilvy Advertising. This is the first campaign for Dixcy Scott after Ogilvy won the account without a pitch process early this year. Salman is seen in a new light in this campaign, as Dixcy Scott moves away from action-oriented campaigns.

    Dixcy Scott founder Premji Sikka said, “The brief to the agency was to highlight the fit and quality of the product. While the brand would love to talk about entire range of innerwear, talking about underwear when a celebrity is involved would be a challenge. So, in the ad while Salman is wearing a vest, the agency has managed to include underwear and extend the proposition of ‘Fully elastic, fully fantastic’ to the entire men’s innerwear range.”

    Dixcy Scott director Raghul Sikka added, “The campaign is now consumer-focused whereas the earlier campaigns were trade-led.”

    Ogilvy South Asia executive chairman and creative chairman Piyush Pandey said, “This campaign marks the return of a lethal combination — Dixcy Scott and Salman Khan. In this campaign, we decided to leverage Salman for his great ability to pull off humour in way that connects with the masses.”

    Ogilvy India CEO Kunal Jeswani inserted, “So much advertising today hesitates to deliver a great functional benefit. And the ones that try to do it end up being so boring that consumers show zero interest. This one gets it right.”

    Being one of the youngest, big players in the category, Dixcy Scott faces stiff competition from established players.

    Madison Media Sigma CEO Vanita Keswani added, “To reach out to consumers effectively and in a holistic way, the campaign will run across TV, print, digital, OOH and theatres countrywide.”

  • Shyam Benegal Committee: CBFC can only certify films, not recommend cuts

    Shyam Benegal Committee: CBFC can only certify films, not recommend cuts

    NEW DELHI: In recommendations that are bound to stir a major debate among moralists and others, a government-appointed committee has said that no alterations or changes in any film can be made by the Central Board of Film Certification (CBFC) only with the consent of the rights holder.

    The members of the Shyam Benegal Committee were of the ‘unanimous view that the rights owner has complete rights over his/her film.’

    In its report submitted to the Information and Broadcasting ministry on 26 April 2016 but placed on the ministry’s website now, the Committee has said that there should be no system of imposing excisions (as is practiced at present) and the CBFC must transition into solely becoming a film certification body, as indeed the name of the institution suggests.

    The Committee is of the view that it is not for the CBFC to act as a moral compass by deciding what constitutes glorification or promotion of an issue or otherwise. The scope of the CBFC should largely only be to decide who and what category of audiences can watch the depiction of a particular theme, story, scene etc., unless the film in question violates the provisions of Section 5B(1) of the Cinematograph Act 1952 or exceeds the limitations defined in the highest category of certification recommended by this committee.

    In both such cases, the CBFC would be within its rights to reject certification to a film, but not authorized to dictate excisions, modifications and amendments. The CBFC categorization should be a sort of statutory warning to audiences of what to expect if they were to watch a particular film once the CBFC has issued this statutory warning. ‘Film viewing is a consensual act and up to the viewers of that category,’ the Committee felt.

    The Committee had been constituted by the government on New Year’s Day this year to suggest a paradigm that ensures that artistic creativity and freedom do not get stifled /curtailed even as films are certified. Noting that “in most countries of the world there is a mechanism/process of certifying feature films and documentaries”, an official release had said that the attempt should also be that “the people tasked with the work of certification understand these nuances”.

    The Committee had been asked to recommend broad guidelines / procedures under the provisions of the Cinematograph Act 1952 / Rules for the benefit of the chairperson and other members of the Screening Committee. The staffing pattern of CBFC was also to be looked into in an effort to recommend a framework which would provide efficient / transparent user friendly services.

    The other members of the Committee include filmmakers Goutam Ghose, Kamal Haasan and Rakeysh Omprakash Mehra, creative director Piyush Pandey, media veteran Bhawana Somayya, Nina Lath Gupta who is managing director of the National Film Development Corporation, and Joint Secretary (Films) Sanjay Murthy as Member Convenor.

    This is not the first time that such a committee has been set up. After earlier attempts, the last committee that examined similar issues was headed by the eminent Mukul Mudgal. However, no action has been taken on that report submitted in 2013.

    The present Guidelines issued in 1991 are general in categorization and therefore prone to ambiguity in interpretation. The committee recommended that Guidelines need to be drafted for each category of certification. While doing so, the Committee has taken into consideration all the issues of concern listed in the 1991 Guidelines and included them in the recommended Guidelines as well.

    The committee said the principle objectives of guidelines should be to ensure that the content viewed by potentially vulnerable audiences (including children) is suitable for their viewing, and by making such categorizations, empower consumers to make informed viewing choices.

    Simultaneously, the guidelines are also aimed at ensuring that the artistic expression and creative freedom of filmmakers are protected through objectively laid down parameters for certification that do not attempt to act as a moral compass on what should or should not be shown to audiences, but endeavour to specify the category of audiences that are deemed fit to watch a film, given its content.

    The Committee therefore said that at least two of the objectives of censorship listed in the Guidelines – ‘clean and healthy entertainment’ and ‘of aesthetic value’ – are not within the ambit of the CBFC – as a film certification body, it is not responsible for ensuring the aesthetic composition of a film or for “clean and healthy entertainment”.

    The Committee believes that the objective that a film should be responsible and sensitive to the realms of society is a subjective clause and should be avoided, as there is no definition of what constitutes the values and standards of society at a given point of time. The insertion of clauses that are open to varying interpretations would only render the process of certification more difficult and open to controversy. As an alternative to this clause, an attempt has therefore been made by the committee to lay down a ceiling for the highest category of certification, beyond which the CBFC can refuse certification.

    The Committee examined the need for a separate rating for films with explicit scenes of sex, violence etc. While internationally there is no separate rating for such films, and they invariably get an R or 17+ rating, such films carry a line to the effect that the film has extreme nudity or violence, as the case may be.

    But since a similar approach would not be effective in India, the Committee was of the view that the categories need to be extended. This would release the current ‘pressure cooker situation’ of filmmakers needing to cater to the demands of a certain section of the audience for financial gain through insertion of such sequences but having no avenues to showcase the same except through suggestive sequences in films.

    The committee also agreed that in the present context, unlike in the past, there are no specific timings during which a certain kind of cinema would enjoy playtime. Thus, in contrast to previous times when adult-rated films with explicit scenes were normally showcased as late night shows, in the digital era nothing stops anyone from viewing any content at any time

    In this scenario, having an A-c rating (A with Caution) would help audiences to make distinct choices, prevent the insertion of suggestive sequences in films that would otherwise be classified as Universal viewing and also facilitate the business of film by being available for viewing at all times but restricted strictly to adult audiences.

    Under new guidelines framed by the Committee, a filmmaker would have to specify the category in which he feels the film would go.

    The objective of the guidelines framed by the Committee would be to ensure that:
    a. Children and adults are protected from potentially harmful or otherwise unsuitable content:
    b. Audiences, particularly parents and those with responsibility for children are empowered to make informed viewing decisions;
    c. Artistic expression and creative freedom are not unduly curbed in the process of classification of films;
    d. The process of certification by CBFC is responsive, at all times, to social change.

    In view of this, the Committee felt that the categories UA and A need to further sub-divided.

    The UA category should be divided into sub-categories of UA 12+ and UA 15+ under the CBFC Rules. The Committee recommended this in light of the sociological changes that have occurred since the introduction of the Cinematograph Act in 1952. While UA l2+ caters to young teenagers who are yet to be exposed to the adult world and can therefore be exposed to adult issues in only a minimal manner, UA 15+ seeks to keep in mind that young adolescents are at an age when they are being introduced to the adult world, and are ready to be exposed to various concerns and issues of the adult world, albeit in a moderate manner.

    It has also been recommended that the Adult category be further divided into A and A-C (Adult with Caution) sub-categories. The objective of this sub-categorization is to enable adults to make informed choices about the kind of film they would like to watch. Not all adults prefer to watch films that have explicit portrayals of various issues such as violence, sex, discrimination, use of language etc. The purpose of the A-C category is to warn audiences of the explicit depiction of various issues, thus enabling them to make a considered choice.

    Films that violate the provisions of Section 5B(1) of the Cinematograph Act, 1952 will not be considered for certification.

    Films submitted for telecast on television or for any other purpose should be re-certified.

    The committee has made it clear that any complaints received by the central government should be referred to the CBFC whose chairperson may, if he considers it necessary to do so, refer the film to a revising committee for examination once again in view of alleged violation of Section 5B(1) of the Cinematograph Act, 1952.

    In order to preserve Indian Cinema, the committee recommends that every applicant should deposit the Director’s Cut in the National Film Archives of India for preservation. At present, only the certified version is submitted but the committee felt that the original will ‘truly reflect the cinematic history of Indian cinema.

  • Shyam Benegal Committee: CBFC can only certify films, not recommend cuts

    Shyam Benegal Committee: CBFC can only certify films, not recommend cuts

    NEW DELHI: In recommendations that are bound to stir a major debate among moralists and others, a government-appointed committee has said that no alterations or changes in any film can be made by the Central Board of Film Certification (CBFC) only with the consent of the rights holder.

    The members of the Shyam Benegal Committee were of the ‘unanimous view that the rights owner has complete rights over his/her film.’

    In its report submitted to the Information and Broadcasting ministry on 26 April 2016 but placed on the ministry’s website now, the Committee has said that there should be no system of imposing excisions (as is practiced at present) and the CBFC must transition into solely becoming a film certification body, as indeed the name of the institution suggests.

    The Committee is of the view that it is not for the CBFC to act as a moral compass by deciding what constitutes glorification or promotion of an issue or otherwise. The scope of the CBFC should largely only be to decide who and what category of audiences can watch the depiction of a particular theme, story, scene etc., unless the film in question violates the provisions of Section 5B(1) of the Cinematograph Act 1952 or exceeds the limitations defined in the highest category of certification recommended by this committee.

    In both such cases, the CBFC would be within its rights to reject certification to a film, but not authorized to dictate excisions, modifications and amendments. The CBFC categorization should be a sort of statutory warning to audiences of what to expect if they were to watch a particular film once the CBFC has issued this statutory warning. ‘Film viewing is a consensual act and up to the viewers of that category,’ the Committee felt.

    The Committee had been constituted by the government on New Year’s Day this year to suggest a paradigm that ensures that artistic creativity and freedom do not get stifled /curtailed even as films are certified. Noting that “in most countries of the world there is a mechanism/process of certifying feature films and documentaries”, an official release had said that the attempt should also be that “the people tasked with the work of certification understand these nuances”.

    The Committee had been asked to recommend broad guidelines / procedures under the provisions of the Cinematograph Act 1952 / Rules for the benefit of the chairperson and other members of the Screening Committee. The staffing pattern of CBFC was also to be looked into in an effort to recommend a framework which would provide efficient / transparent user friendly services.

    The other members of the Committee include filmmakers Goutam Ghose, Kamal Haasan and Rakeysh Omprakash Mehra, creative director Piyush Pandey, media veteran Bhawana Somayya, Nina Lath Gupta who is managing director of the National Film Development Corporation, and Joint Secretary (Films) Sanjay Murthy as Member Convenor.

    This is not the first time that such a committee has been set up. After earlier attempts, the last committee that examined similar issues was headed by the eminent Mukul Mudgal. However, no action has been taken on that report submitted in 2013.

    The present Guidelines issued in 1991 are general in categorization and therefore prone to ambiguity in interpretation. The committee recommended that Guidelines need to be drafted for each category of certification. While doing so, the Committee has taken into consideration all the issues of concern listed in the 1991 Guidelines and included them in the recommended Guidelines as well.

    The committee said the principle objectives of guidelines should be to ensure that the content viewed by potentially vulnerable audiences (including children) is suitable for their viewing, and by making such categorizations, empower consumers to make informed viewing choices.

    Simultaneously, the guidelines are also aimed at ensuring that the artistic expression and creative freedom of filmmakers are protected through objectively laid down parameters for certification that do not attempt to act as a moral compass on what should or should not be shown to audiences, but endeavour to specify the category of audiences that are deemed fit to watch a film, given its content.

    The Committee therefore said that at least two of the objectives of censorship listed in the Guidelines – ‘clean and healthy entertainment’ and ‘of aesthetic value’ – are not within the ambit of the CBFC – as a film certification body, it is not responsible for ensuring the aesthetic composition of a film or for “clean and healthy entertainment”.

    The Committee believes that the objective that a film should be responsible and sensitive to the realms of society is a subjective clause and should be avoided, as there is no definition of what constitutes the values and standards of society at a given point of time. The insertion of clauses that are open to varying interpretations would only render the process of certification more difficult and open to controversy. As an alternative to this clause, an attempt has therefore been made by the committee to lay down a ceiling for the highest category of certification, beyond which the CBFC can refuse certification.

    The Committee examined the need for a separate rating for films with explicit scenes of sex, violence etc. While internationally there is no separate rating for such films, and they invariably get an R or 17+ rating, such films carry a line to the effect that the film has extreme nudity or violence, as the case may be.

    But since a similar approach would not be effective in India, the Committee was of the view that the categories need to be extended. This would release the current ‘pressure cooker situation’ of filmmakers needing to cater to the demands of a certain section of the audience for financial gain through insertion of such sequences but having no avenues to showcase the same except through suggestive sequences in films.

    The committee also agreed that in the present context, unlike in the past, there are no specific timings during which a certain kind of cinema would enjoy playtime. Thus, in contrast to previous times when adult-rated films with explicit scenes were normally showcased as late night shows, in the digital era nothing stops anyone from viewing any content at any time

    In this scenario, having an A-c rating (A with Caution) would help audiences to make distinct choices, prevent the insertion of suggestive sequences in films that would otherwise be classified as Universal viewing and also facilitate the business of film by being available for viewing at all times but restricted strictly to adult audiences.

    Under new guidelines framed by the Committee, a filmmaker would have to specify the category in which he feels the film would go.

    The objective of the guidelines framed by the Committee would be to ensure that:
    a. Children and adults are protected from potentially harmful or otherwise unsuitable content:
    b. Audiences, particularly parents and those with responsibility for children are empowered to make informed viewing decisions;
    c. Artistic expression and creative freedom are not unduly curbed in the process of classification of films;
    d. The process of certification by CBFC is responsive, at all times, to social change.

    In view of this, the Committee felt that the categories UA and A need to further sub-divided.

    The UA category should be divided into sub-categories of UA 12+ and UA 15+ under the CBFC Rules. The Committee recommended this in light of the sociological changes that have occurred since the introduction of the Cinematograph Act in 1952. While UA l2+ caters to young teenagers who are yet to be exposed to the adult world and can therefore be exposed to adult issues in only a minimal manner, UA 15+ seeks to keep in mind that young adolescents are at an age when they are being introduced to the adult world, and are ready to be exposed to various concerns and issues of the adult world, albeit in a moderate manner.

    It has also been recommended that the Adult category be further divided into A and A-C (Adult with Caution) sub-categories. The objective of this sub-categorization is to enable adults to make informed choices about the kind of film they would like to watch. Not all adults prefer to watch films that have explicit portrayals of various issues such as violence, sex, discrimination, use of language etc. The purpose of the A-C category is to warn audiences of the explicit depiction of various issues, thus enabling them to make a considered choice.

    Films that violate the provisions of Section 5B(1) of the Cinematograph Act, 1952 will not be considered for certification.

    Films submitted for telecast on television or for any other purpose should be re-certified.

    The committee has made it clear that any complaints received by the central government should be referred to the CBFC whose chairperson may, if he considers it necessary to do so, refer the film to a revising committee for examination once again in view of alleged violation of Section 5B(1) of the Cinematograph Act, 1952.

    In order to preserve Indian Cinema, the committee recommends that every applicant should deposit the Director’s Cut in the National Film Archives of India for preservation. At present, only the certified version is submitted but the committee felt that the original will ‘truly reflect the cinematic history of Indian cinema.