Tag: Purab Kohli

  • Noor…Insipid…

    Noor is based on a book by the Pakistani journalist- writer Saba Imtiaz, ‘Karachi, You Are Killing Me!’ The book in itself does not really tell a story, it is more like a diary of a journalist of day-to-day experiences and adventures along with a bit of her personal life. 

    Karachi is a volatile and a violent place to be in, especially for a woman whose job is to venture into unlikely places in the cause of her job.

    In Karachi (as per her book) one can be mugged at a traffic signal in broad daylight even within the safety of one’s car. Moreover, the only way to get a can of beer is through a bootlegger. How such an account fit into an Indian metropolis like Mumbai is a question?  Also, our readers are not into the habit of reading by-lines in news reports or articles and recognize only a few TV anchors. So a film on one such greenhorn journalist’s life would hardly be of interest to a viewer. 

    The character of Sonakshi Sinha is a Page 3 journalist working for a content providing agency. She nurses a desire to become a real, hard core reporter covering more serious matters. She even keeps applying to the news channel CNN only to be rejected each time. The people in her life are her father played by MK Raina, maid Smita Tambe, friends Kanan Gill and Shibani Dandekar, her boss Manish Chaudhary, and a cat.

    Moving around the by lanes of Mumbai in search for stories in attempts to capture the unusual happenings in Mumbai, she is bored of her mundane assignments. Then, she finally thinks she has a story breaking which will bring her into the limelight. 

    Sonakshi’s story is about a huge human-organ racket. 

    Meanwhile, during one of her social circuit outings, Sonakshi meets an ex-CNN photographer, Purab Kohli. She finds him hot and takes the relationship further. That is when her exclusive story, her break to big time journalism, goes out of her control.

    After a good start, one expects the film to pack something interesting. But, as it moves further, it only goes downhill. The narration meanders as Sonakshi oscillates between self-pity and ambition.

    To add to the tedium, the film takes to sermonising on ethics in journalism. Things become boring and one comes out with mental fatigue.

    The book, ‘Karachi, You Are Killing Me!’ did show promise the potential to make into a film and, there is nothing the makers have been able to make work. The scripting is dull. The director shows finesse but that hardly helps salvage the film. The film required much more severe editing. Music is fair. The best thing about the film is its cinematography. As for performances, Sonakshi is okay in parts; in the absence of substance in her character, little else she could have done. Kanan Gill and Purab Kohli do well. Rest are okay. 

    Noor is an insipid fare.

    Producers: Bhushan Kumar, Krishan Kumar, Vikram Malhotra.

    Director: Sunhil Sippy.

    Cast: Sonakshi Sinha, Purab Kohli, Kanan Gill, Shibani Dandekar.

    Maatr…Routine revenge saga

    Maatr is yet another topical film. The subject is gang rape and, as an obvious choice, the locale is Delhi. To complete the setup, the culprit is influential, the spoiled son of a politician, the chief minister no less. Sounds cliché isn’t it? So what else is new?

    Having set up the basic premise of rape and police apathy, the next plot point is an effort to muzzle the victim. This is routine and can’t be very different. Then one would expect the media sensationalising the case and sitting in judgement, social media taking up the cause and so on. The location being Delhi, a candle march would be mandatory, too.  

    Maatr begins on the set formula but decides to go its own way thereafter. 

    The character of Raveen Tandon is a school teacher in a well-known Delhi school where her daughter, Alisha Khan, is a pupil. The school celebrates its annual day every Dussehra with the students presenting a programme. The chief minister is the chief guest with his son, played by Madhur Mittal, an ex-student of the school, also attending. 

    Alisha stands first in the evening performance and having won the first prize, she and her teacher mother, Raveena, proceed towards home. Stuck in the typical Delhi traffic, Raveena seeks guidance from her friend, played by Divya Jagdale, on phone. Asked to use GPS, Raveena, however, is on wrong path. Unknown to her, Mittal and his six goons, which all politicians’ sons seem to need, are following them.

    The gang of the seven pushes Raveena’s car into a ditch. Mother and daughter are carried to a farmhouse and the inevitable happens. Raveena barely survives the assault while Alisha does not.
    So far, the film is one of hundreds having been made over the years. Yet, there is no TV channels blaring out the incident, no social media and no candle marches as is the norm in such films. 

    That is because the makers wish to take this film off the beaten track hereafter. Raveena wants to settle the score herself. The first time I saw such a film was François Truffaut’s “The Bride Wore Black”, a 1968 French movie, where as a newly wedded couple is walking out of a church, the groom is killed by a random bullet fired by five gallivanting drunk men in a building opposite the church. The bride, actress Jeanne Moreau, decides to trace each of those five and kill them. This about sums up the second part of Maatr.

    After a routine first half, Maatr starts getting interesting as Raveena decides to chart her own course with the police not being cooperative. This too has been seen in various films earlier but still remains interesting and makes the film watchable because of how it is devised. 

    There is also a track about Raveena and her husband, played by Rushad Rana. This is totally irrelevant to the film and could very well have been avoided. She could just as well have been a single mother, which would have made no difference to the story. Maybe some more footage could have been devoted to mother-daughter equation. 

    The film has a usual which is saved in part by seasoned Raveena and in part by its second half about the woman getting her own. It has a couple of musical tracks which don’t matter. Dialogue is okay in places and the expletives are within limits. Editing, as usual, is the weak link. Cinematography is good and so are the locales. Background music gets too loud at times. 

    As for performances, while Raveena Tandon carries herself wellbeing the veteran that she is, Alisha excels in a fleeting role. Divya Jagdale is most natural. The villains as well as the cops are painted in their usual clichéd roles seen in many films earlier. Madhur Mittal is passable. 

    All in all, Maatr is a tolerable film but lacking face value, box office prospects don’t promise much.  

    Producers: Michael Pellico, Anjum Rizvi, Manoj Adhikari.

    Director: Michael Pellico. 

    Cast: Raveena Tandon, Divya Jagdale, Madhur Mittal, Shailender Goyal, Anurag Arora, Jayant Shroff, Alisha Khan, Rushad Rana. 

  • Star India’s Gaurav Banerjee’s take on ‘P.O.W. – Bandi Yuddh Ke’

    Star India’s Gaurav Banerjee’s take on ‘P.O.W. – Bandi Yuddh Ke’

    MUMBAI: It has been labeled as the pioneer of saas bahu sagas. But, the leadership trio — Uday Shankar-Sanjay Gupta-Gaurav Banerjee — at the Twenty First Century Corp-owned Hindi GEC Star Plus — has over the past few years been working at breaking down this myth. The mantra has been create differentiated content with the help of real, relevant Indian stories and series. And, Star Plus’ latest effort, the Nikhil Advani-directed Israeli-show Hatufim Khatufim adaptation, P.O.W.- Yudh Ke Bandhi, is once again a reflection of that philosophy.

    ‘P.O.W. – Bandi Yuddh Ke’ is very Indian though it is adapted from leading Israeli format licensing house Keshet International’s successful 2010 series; it was also made into the runaway global hit ‘Homeland’, courtesy US cable network Showtime.

    The Indian version works as a large-scale high-octane family drama with a thriller backdrop. The story takes us through the journey of the lives of the two couples Harleen–Sartaj, Nazneen-Imaan and the aftermath of the return of the war heroes after 17 years, over 126 episodes.

    Two Indian PoWs Sartaj and Imaan — declared missing in action (MIA) after the Kargil war ends in 1999 — are rescued from the Indo-Pakistan border after escaping from captivity. They work to overcome the trauma of torture and captivity while settling back into their interrupted family lives.

    An ensemble cast of discerning actors like Purab Kohli, Sandhya Mridul, Amrita Puri, Satyadeep Mishra and Manish Chaudhari have teamed up for the project with Nikkhil Advani. While Purab plays a naib subedar in the Indian army, Mishra will be seen as an air force officer. And, the editor from the channel’s side is Saugata Mukherjee.

    Banerjee and his team chose the Israeli version created by Gideon Raff, which focuses on the emotional upheaval that the two soldiers and families face on their being locked away for 17 years and on their return to their homeland. The US adaptation worked more in the space of a thriller, and questioned whether the protagonist is a terrorist or not.

    Nikkhil Advani, whose company Emmay Entertainment is producing ‘P.O.W. – Bandi Yuddh Ke’, has been quoted in the media as saying: “I realised the real prisoners of war are the soldiers’ wives and families. The wives haven’t been able to move on with their lives…they have this sense of guilt that’s holding them back. They think, ‘What if he comes back?’…The story has a lot of emotions. Homeland is a little cold for Indians. Indians inherently love emotion.”

    Indiantelevision.com had an interaction with Star India deputy chief creative officer Gaurav Banerjee yesterday and he had his own take on the show. Said he: “P.O.W is a deeply emotional story. But, we have thriller dimensions as well. I think for us the difference is that this an Asian story but it was set up in Israel. We found a very strong Indian context in it and also the story in itself is very different. It’s s an art — a challenging art — writing a fresh story and adapting a great story in the current context and in an Indian milieu. We have worked hard on the story over two years.”

    Banerjee admitted that a decision on the time slot and exact launch date for the show has yet to be taken. But, sources expect the airdate to be late October, late prime and that it will run from Monday to Saturday.

    ‘P.O.W. – Bandi Yuddh Ke’ has been under development for two years. And, both Advani and the channel consulted army experts to help maintain accuracy in the writing and while shooting. Filming started earlier this year in locales in Punjab and Mumbai. In all, 36 episodes of the show have been canned. “We have used a proper balance of real-life locations, special effects and VFX,” said Banerjee.

    The channel has roped in two brands Tiago and Patanjali Kesh Kanti as co- powered by sponsors. One can expect some amount of brand integration of the two in the show as is the practice on television these days.

    Highlighted Banerjee: “It’s a big Diwali launch for us and you can expect us to be little ambitious about this. Since, it’s a finite series, we started with the trailer. It will be followed by more glimpses of the characters as we go along. The music has played a very good role in grafting the story and that is important as we set up the marketing of the show. Also we want all kinds of media to be a part of it but moreover we believe in the story.”

    Banerjee is hopeful that Indian viewers will celebrate P.O.W with Star Plus. He stated: “Star Plus is known for great stories. One of the big things for us is to be the platform where viewers gets the best stories, concepts and content. Sixteen years ago, we started with ‘Kaun Banega Crorepati’, which was the first format we adapted from the US and, last year, we did the show ‘Sumit Sambhal Lega’ which was also an adaptation of the big Hollywood iconic show Everybody Loves Raymond. We always want to be the platform for India’s best stories. Therefore, our goal is to bring original stories and also some great stories from the world to the larger Indian audience.”

    Says a media observer: “What could work in Star Plus’ favour is the timing of ‘P.O.W –Yudh Ke Bandhe.’ Indo-Pak relations are at near boiling point following the massacre of Indian soldiers in Uri by Pakistan-backed terrorists, and the incidents and debate thereafter has captured the minds and hearts of Indians. Emotions are running high as most in India want a resolution of the decades-long conflict between the two nations. The story could well strike an emotional cord with Indians who want to see some action from India’s side.”

    Banerjee laughed off the insinuation that show was fortuitous in its timing. “You would like us to believe that,” he said.

    But, in his heart of hearts, he probably knows that the airdate for ‘P.O.W. – Bandi Yuddh Ke’ could not have been timed better, and Star Plus may well have cottoned on to a winner.

  • Star India’s Gaurav Banerjee’s take on ‘P.O.W. – Bandi Yuddh Ke’

    Star India’s Gaurav Banerjee’s take on ‘P.O.W. – Bandi Yuddh Ke’

    MUMBAI: It has been labeled as the pioneer of saas bahu sagas. But, the leadership trio — Uday Shankar-Sanjay Gupta-Gaurav Banerjee — at the Twenty First Century Corp-owned Hindi GEC Star Plus — has over the past few years been working at breaking down this myth. The mantra has been create differentiated content with the help of real, relevant Indian stories and series. And, Star Plus’ latest effort, the Nikhil Advani-directed Israeli-show Hatufim Khatufim adaptation, P.O.W.- Yudh Ke Bandhi, is once again a reflection of that philosophy.

    ‘P.O.W. – Bandi Yuddh Ke’ is very Indian though it is adapted from leading Israeli format licensing house Keshet International’s successful 2010 series; it was also made into the runaway global hit ‘Homeland’, courtesy US cable network Showtime.

    The Indian version works as a large-scale high-octane family drama with a thriller backdrop. The story takes us through the journey of the lives of the two couples Harleen–Sartaj, Nazneen-Imaan and the aftermath of the return of the war heroes after 17 years, over 126 episodes.

    Two Indian PoWs Sartaj and Imaan — declared missing in action (MIA) after the Kargil war ends in 1999 — are rescued from the Indo-Pakistan border after escaping from captivity. They work to overcome the trauma of torture and captivity while settling back into their interrupted family lives.

    An ensemble cast of discerning actors like Purab Kohli, Sandhya Mridul, Amrita Puri, Satyadeep Mishra and Manish Chaudhari have teamed up for the project with Nikkhil Advani. While Purab plays a naib subedar in the Indian army, Mishra will be seen as an air force officer. And, the editor from the channel’s side is Saugata Mukherjee.

    Banerjee and his team chose the Israeli version created by Gideon Raff, which focuses on the emotional upheaval that the two soldiers and families face on their being locked away for 17 years and on their return to their homeland. The US adaptation worked more in the space of a thriller, and questioned whether the protagonist is a terrorist or not.

    Nikkhil Advani, whose company Emmay Entertainment is producing ‘P.O.W. – Bandi Yuddh Ke’, has been quoted in the media as saying: “I realised the real prisoners of war are the soldiers’ wives and families. The wives haven’t been able to move on with their lives…they have this sense of guilt that’s holding them back. They think, ‘What if he comes back?’…The story has a lot of emotions. Homeland is a little cold for Indians. Indians inherently love emotion.”

    Indiantelevision.com had an interaction with Star India deputy chief creative officer Gaurav Banerjee yesterday and he had his own take on the show. Said he: “P.O.W is a deeply emotional story. But, we have thriller dimensions as well. I think for us the difference is that this an Asian story but it was set up in Israel. We found a very strong Indian context in it and also the story in itself is very different. It’s s an art — a challenging art — writing a fresh story and adapting a great story in the current context and in an Indian milieu. We have worked hard on the story over two years.”

    Banerjee admitted that a decision on the time slot and exact launch date for the show has yet to be taken. But, sources expect the airdate to be late October, late prime and that it will run from Monday to Saturday.

    ‘P.O.W. – Bandi Yuddh Ke’ has been under development for two years. And, both Advani and the channel consulted army experts to help maintain accuracy in the writing and while shooting. Filming started earlier this year in locales in Punjab and Mumbai. In all, 36 episodes of the show have been canned. “We have used a proper balance of real-life locations, special effects and VFX,” said Banerjee.

    The channel has roped in two brands Tiago and Patanjali Kesh Kanti as co- powered by sponsors. One can expect some amount of brand integration of the two in the show as is the practice on television these days.

    Highlighted Banerjee: “It’s a big Diwali launch for us and you can expect us to be little ambitious about this. Since, it’s a finite series, we started with the trailer. It will be followed by more glimpses of the characters as we go along. The music has played a very good role in grafting the story and that is important as we set up the marketing of the show. Also we want all kinds of media to be a part of it but moreover we believe in the story.”

    Banerjee is hopeful that Indian viewers will celebrate P.O.W with Star Plus. He stated: “Star Plus is known for great stories. One of the big things for us is to be the platform where viewers gets the best stories, concepts and content. Sixteen years ago, we started with ‘Kaun Banega Crorepati’, which was the first format we adapted from the US and, last year, we did the show ‘Sumit Sambhal Lega’ which was also an adaptation of the big Hollywood iconic show Everybody Loves Raymond. We always want to be the platform for India’s best stories. Therefore, our goal is to bring original stories and also some great stories from the world to the larger Indian audience.”

    Says a media observer: “What could work in Star Plus’ favour is the timing of ‘P.O.W –Yudh Ke Bandhe.’ Indo-Pak relations are at near boiling point following the massacre of Indian soldiers in Uri by Pakistan-backed terrorists, and the incidents and debate thereafter has captured the minds and hearts of Indians. Emotions are running high as most in India want a resolution of the decades-long conflict between the two nations. The story could well strike an emotional cord with Indians who want to see some action from India’s side.”

    Banerjee laughed off the insinuation that show was fortuitous in its timing. “You would like us to believe that,” he said.

    But, in his heart of hearts, he probably knows that the airdate for ‘P.O.W. – Bandi Yuddh Ke’ could not have been timed better, and Star Plus may well have cottoned on to a winner.

  • Eros acquires worldwide rights of ‘Rock On 2’

    Eros acquires worldwide rights of ‘Rock On 2’

    MUMBAI: Eros International Media has acquired the worldwide distribution rights of Excel Entertainment’s forthcoming release Rock On 2.

     

    Eros International Media group CEO Jyoti Deshpande said, “With Rock On 2, we continue our synergy with Excel after our previous successes like Zindagi Na Milegi Dobara and Dil Dhadakne Do. The sequel promises to be another heartwarming story high on content and entertainment.”

     

    Excel Entertainment producer Ritesh Sidhwani added, “We are happy to associate with Eros International once again and look forward to our film getting the best release platform through their unparalleled reach and network.”

     

    Written and directed by debutant film maker, Shujaat Saudagar, Rock On 2 is the sequel to the rock musical drama, Rock On. While Farhan Akhtar, Arjun Rampal, Purab Kohli and Prachi Desai will reprise their roles from the original film, Shraddha Kapoor joins the star cast to play the lead role along with Akhtar for the first time. 

     

    The film will be shot in Shillong, the rock capital of India.

  • Fox Life to go places!

    Fox Life to go places!

    MUMBAI: Fox Traveller which underwent a vibrant makeover to become Fox Life has decided to visit places. Yes, the channel has got a new philosophy and tagline-Go Places!

     

    This was recently revealed by NGC Network India and Fox International channels managing director Keertan Adyanthaya who said that “Fox Traveller’s journey has been exciting, fun, and fruitful. And as we continue on our next journey with Fox Life, it will only get bigger and better.”

     

    The makeover which took place on 15 June saw a change in the name, logo and also packaging of the channel. The channel catering to the lifestyle segment was originally launched in Italy and now reaches to 73 countries in 19 different languages. In its new form, the channel will host a mix of both US and India produced reality programmes, designed to match its modern target audience.

     

    Adyanthaya made the announcements at a launch party to welcome the new avatar. The event saw many celebrities, among these were Michelin Star Chef Vikas Khanna, designer Rocky S, India’s rock stars Uday Benegal, Indus Creed and Hipnotribe.

     

    Indus Creed lead vocalist Uday Benegal said, “It’s been a great journey with Fox Life and the show Soundtrek. The channel definitely took me on a fun journey and I am certain it will be the same for its viewers.”
     

    Vikas Khanna commented, “My association with Fox Life for the show Twist of Taste has been a great experience. The channel gave me the chance to explore exciting journeys.”

     

    NGC and Fox International Channels vice president marketing and communication Debarpita Banerjee had earlier said, “Being leaders in the category, it was necessary for us to reinvent, in order to grow. Also, this gave us the opportunity to align with the global brand Fox Life.” 

     

    Celebrities like Gul Panag, Rajeev Khandelwal, Purab Kohli, Shibani Dandekar, Kirat Bhattal, Siddhartha Basu, Keith Sequira, Diandra Sores, Sameer Kochchar, Manish Paul, Gaurav Kapoor, Raghu Ram and Rajiv Lakshman were also present at the launch party

  • The Joy of Giving week wraps up on an incredible note

    The Joy of Giving week wraps up on an incredible note

    The Joy of Giving, an initiative started by Percept Art in association with ToyBank saw its last fund raising event yesterday. ToyBank which is a non-profit organization that has been set up with the aim of providing toys to children, organized the fund raiser through the synchronization of art, music and creativity.

     

    27th September 2013 was the opening night of the joy of giving week with wine and cheese, where Shweta Chari, founder CEO of Toybank made a brief presentation to the audience. Next was the musical event where the attendees saw live performances by Luke Kenny, Vasudha Sharma, Ravi Iyer and others.

     

    The final event of the joy of giving also saw the final round of the photography event. The entries were judged by Atul Kasbekar and Purab Kohli. Attendees at the event also saw live performances by Suchitra Pillai & friends, Luke Kenny and other well renowned artists. The event on the whole was a huge success and received incredible support from the people.

     

    Atul Kasbekar in regards to the photography event said, “Picking a winner is not easy when we have so many amazing photographers in the house. It makes me really happy to see photography being taken so seriously not only as a hobby but also for a full fledged career option.”

     

    Luke Kenny, who has been a major support for the joy of giving added, “Toybank is doing such a brilliant job for the under privileged children. It feels really good to be associated with an event like joy of giving. I have made my humble contribution and shall continue to do so in the future.”

     

    Percept Art aims at raising around 10 lacs from all these events and a portion of funds raised from this event will be donated to Toybank, which intends to use these funds to open one dozen rural impact centers across rural Maharashtra by the end of this year.

     

    Shweta Chari, founder CEO of Toybank was overwhelmed with the response. She said, “It is like mixed emotions rushing in. The team of Toybank and Percept have done an amazing job to put together this brilliant show. We shall continue to do whatever we can to make a contribution to the lives of these beautiful children and make their world a better place.”

     

    Having reached out to over 65,000 kids so far, Toybank is working their way to impact the lives of 1,00,000 kids in their 10th year.

  • Percept Art in association with Toybank celebrate the Joy of Giving

    Percept Art in association with Toybank celebrate the Joy of Giving

    MUMBAI: Percept art, a unique initiative of Percept Limited along with Toybank, a non-profit organization that has been set up with the aim of providing toys to children, organized a fund raiser through the synchronization of art, music and creativity on the occasion of joy of giving.

    Attendees at this musical evening saw wonderful performances by Vasudha Sharma, Luke Kenny, Ravi Iyer & friends. Vasuda Sharma who broke out of her pop star mould and went on to become a one woman band, was loved by the audience.

    Shweta Chari, the founder CEO of Toybank said, “Music is one of the most unbiased essences of life and does not draw differences between anybody. It gives me utmost satisfaction to see so many people offer their support and love.”

    Luke Kenny, a well renowned Bollywood singer and DJ, was overwhelmed by the entire event. He said, “It has been such a lovely experience to be here. Music is my passion and it makes me really happy to offer my services for such a noble cause”

    Percept Art aims at raising around 10 lacs from all these events and a portion of funds raised from this event will be donated to Toybank, which intends to use these funds to open one dozen rural impact centers across rural Maharashtra by the end of this year.

    On the 11th October, Atul Kasbekar and Purab Kohli will grace the event to honor the photography contest which will be followed by musical performances by Suchitra Pillai and Luke Kenny.
    Having reached out to over 65,000 kids so far, Toybank is working their way to impact the lives of 1,00,000 kids in their 10th year.

  • ‘Tere Aane Se’ to be shot in Delhi in September

    ‘Tere Aane Se’ to be shot in Delhi in September

    The shooting for Tere Aane Se, a romantic love story, will soon begin in Delhi. Starring Purab Kohli, Gulshan Grover, Rati Agnihotri and Rituparna Sengupta, the movie will be directed by filmmaker Agnidev Chatterjee.

    Rahul Bose, cousin of filmmaker Anurag Basu, has penned the script and Palash Muchhal has composed music for the film. The film will go on floors in September and will be shot at locations like Jaipur, Jodhpur, Delhi, Agra, Shimla, Manali, Nasik, Canada, etc.

    Says Agnidev Chatterjee: “We will start shooting the film from 9th September. We begin at the Mehrangarh Fort in Jodhpur, and the next day at Jaipur. Then, we travel to Agra on the 11th. We shall also be shooting at various locations in Delhi on the 13th and 14th. Later, we travel to Manali for a four-day-shoot beginning on the 18th. On the 24th, we shoot at the Chail Palace and then come back to Delhi at end of the month, when we’ll be shooting at the Pataudi Palace till 6th October.”

    Speaking about the story of Tere Aane Se, Chatterjee adds, “The story is a very interesting one; its basically a love story. We have a great supporting cast and will be using real locations for the shoot. Nasik Jail will also be one of our shoot locations. Besides, we shall also be shooting in places like Mehrangarh Fort, Chail Palace and Pataudi Palace for the shoot. In Agra, we plan to shoot a rock song with the backdrop of the Taj Mahal.”

  • DDB Mudra creates star studded TVC for McDowell’s No. 1 soda

    MUMBAI: McDowell‘s No. 1, the beverage brand from the house of United Spirits, has launched a new television commercial for its soda extension.

    The TVC features Farhan Akthar, who is the brand ambassador for McDowell‘s No. 1. He is the brand‘s first celebrity endorser in its 40 year existence. It also features Purab Kohli, Cyrus Sahukar, Zoa Morani and Meiyang Chang.

    Titled ‘Dosti ka No. 1 spirit‘, the commercial has been created by DDB Mudra, Bangalore.

    Additionally, the brand is also organizing activations including multicity musicals with music composer duo Vishal and Shekhar.

    DDB Mudra South executive creative director Vipul Thakkar said, “McDowell‘s No.1 soda is all about getting together and having fun. The brief we received from the brand was to highlight the fact that McDowell‘s spreads the spirit of friendship, which is the brand proposition. So we went about creating a campaign around these friends.”

    DDB Mudra president Ranji Cherian believes that the campaign will drive a greater level of interest among the younger consumers. He said, “With this campaign the brand hopes to capture the friendship space from which memorable moments are born.”

    United Spirits president and managing director Ashok Capoor said, “McDowell‘s No. 1 represents the social aspirations of today‘s youth. Spending time with friends is paramount for them. The McDowell‘s No.1 group of friends – our new brand ambassadors from Bollywood – echo these sentiments and situations that anyone can easily identify with. McDowell‘s No. 1 has set benchmarks for the alco bev industry – be it be the unmatched sales of 17 million cases this year, innovations in packaging, large unique events, activations and promotions. McDowell‘s No.1‘s association with Farhan, Purab, Zoa, Chang and Cyrus will set a similar benchmark for friends wanting to have a good time together. The new TVC is themed on the ‘No.1 spirit of friendship‘ and showcases interesting friendship moments appropriately for McDowell‘s No. 1 given its stellar performance in the industry.”

    DDB Mudra, Bangalore also handles the creative duties for USL‘s Power Brands such as McDowell‘s No.1 Platinum, Bagpiper, McDowell‘s No.1 Celebration, McDowell‘s No.1 Cariba and Louis Vernant XO Brandy.