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Tag: RR Patil

  • Maharashtra govt orders multiplexes to allocate primetime slot for Marathi films

    Maharashtra govt orders multiplexes to allocate primetime slot for Marathi films

    MUMBAI: The Maharashtra government has issued a directive to all multiplexes in the state to screen at least one Marathi language movie at their properties in the prime time slot of 6 – 9 pm.

     

    Home Minister RR Patil was quoted in a DNA report saying, “Hereafter, it will be mandatory for all 27 multiplexes in Mumbai to give Marathi cinema prime time slots. The permission for new multiplexes will be sanctioned only if they dedicate a separate screen entirely to Marathi cinema.”

     

    The move comes in a bid to give a fillip to the state’s Marathi film industry. Actor Riteish Deshmukh, who made his Marathi film debut with Lai Bhaari, took to Twitter to welcome this news.

     

    It may be noted that the BJP government has also made it mandatory for theatres to play the national anthem as well as a song that honours the father of Indian cinema – Dadasaheb Phalke.

     

    The order, issued by Culture Minister Vinod Tawde on Tuesday, also mentioned that the word ‘Bombay’ will be replaced with ‘Mumbai’ in all the 199 occurrences in the laws on culture and entertainment.

     

    It may be recalled that the Maharashtra government led by Devendra Fadnavis had recently offered benefits to private players to make Marathi language films.

     

    A Delhi based advocate Ishkaran S. Bhandari tweeted, “Doubt whether Govt order of 6-9 pm time slot only for Marathi movie in multiplex is Constitutionally Valid. Should be violative of 19(1)(g).”

     

    It remains to be seen how the exhibition industry reacts to this bit of news.

     

  • Ogilvy Mumbai creates campaign for Mumbai Police

    Ogilvy Mumbai creates campaign for Mumbai Police

    MUMBAI: Ogilvy has conceptualised a campaign for Mumbai Police. The campaign marks the launch of ‘Mumbai Ke Liye 1 Minute’ drive by the police.

    The main aim of the campaign is to urge Mumbaikars to support Mumbai Police in tackling terrorism.  Launching the campaign, Maharashtra home minister RR Patil: “The government and police are doing their best to ensure security in the city. However, we also appeal to the citizens to be alert.”

    Ogilvy Mumbai has developed a three-film campaign to start this drive. On the campaign, Ogilvy India national creative director Abhijit Avasthi, said: “How the campaign is pitched is extremely crucial when it involves Mumbai Police. We try to keep it interesting, simple and honest. It worked for us in our earlier campaign for Mumbai Police. Nobody likes to take down a set of instructions but everyone is open to receive a good message at the end of a sweet story.”

    Elaborating more on it, Ogilvy Mumbai group creative director Harshad Rajadhyaksha said: “Mumbaikars are always on the run; forever racing against time. To make them pay heed, let alone act on safety measures, is a task easier said than done. Born out of that very insight was ‘Mumbai ke Liye 1 Minute’. It’s a callout to the citizens, reminding them that it doesn’t take much to make Mumbai a safer place.”

    Ogilvy Mumbai group creative director Kainaz Karmakar added: “All it takes is a minute to look around. To make this point more dramatic we chose to weave stories around characters, who despite their physical challenges, manage to take a minute to look around, leaving viewers with a question in their minds – ‘If they can, why can’t I?’  A blind man, an old lady, and a pregnant woman play the part of good Samaritans.”

    Many more activities are a part of this program across media. It promises to be a long-term initiative.

    The films are directed by Gajraj Rao of Code Red Films. ICICI Bank has stepped forward to support this initiative.