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Tag: Samir Bangara

  • “Unstoppable is our concerted effort to inspire audience towards leading healthier and more fulfilling lives”: Ravinder Varma

    “Unstoppable is our concerted effort to inspire audience towards leading healthier and more fulfilling lives”: Ravinder Varma

    Mumbai: RiteBite Max Protein has announced the launch of its podcast series, “Unstoppable” – a first-ever Initiative by an FMCG health food brand, that aims to showcase exclusive health, fitness, nutrition, and wellness insights. This series is designed to create a dynamic community of health and fitness enthusiasts. With 8 to 9 episodes each season, “Unstoppable” aims to be the premier destination for inspiration, motivation, and transformative stories in the realm of health and fitness.

    The production of this podcast is supported by Qyuki Digital Media, an artist-focused network co-founded by Shekhar Kapur, AR Rahman, and Samir Bangara.

    Actor Rohit Roy will host the podcast. His diverse experience in acting, directing, and fashion adds a unique perspective to the show. Season 1 of “Unstoppable” will feature a lineup of renowned guests like Sharman Joshi, Yash Birla, Sanjay Suri, Varun Sood, Namrata Seth, Soundous Moufakir, Parvin Dabas, Preeti Jhangiani, Bhagyashree and many more. These influential figures from Bollywood and the business world are not only leaders in their fields but also passionate about fitness.

    Indiantelevision.com reached out to Naturell India (RiteBite Max Protein) brand manager Ravinder Verma, where he shared numerous insights regarding venturing into podcast and more…

    Edited excerpts

    On the inspiration to venture into the realm of podcasting with Unstoppable

    The inspiration behind RiteBite Max Protein’s venture into podcasting with “Unstoppable” stemmed from our desire to connect with our audience on a more personal and engaging level. In the contemporary digital landscape, podcasts provide a unique and intimate platform for sharing narratives and valuable insights. Recognizing this, we identified an opportunity to merge our extensive expertise in health and fitness with compelling real-life stories of resilience and determination, featuring well-known personalities.

    “Unstoppable” is our concerted effort to inspire audience towards leading healthier and more fulfilling lives. Through the medium of these stories, we aim to showcase that overcoming obstacles is a universal journey, and everyone has the potential to surmount challenges to become the best version of themselves. It’s a platform where the worlds of health expertise and personal stories intersect, offering a source of motivation and encouragement for individuals on their paths to well-being and self-improvement.

    On elaborating on the format of each episode of this podcast

    Each episode of “Unstoppable” is meticulously crafted to offer audience a blend of entertainment, inspiration, and practical health insights. The format includes in-depth conversations with celebrities and thought leaders, sharing their personal journeys, struggles, and triumphs in health and wellness. A key highlight of each episode is the “Keep Going” segment, which also serves as the overarching branding slogan for RiteBite Max Protein. This segment dives into what drives them to overcome challenges and maintain their health and wellness routines, offering the audience unique insights and inspiration.  We aim to provide a well-rounded audio-visual experience that motivates our audience to pursue their health goals with enthusiasm and knowledge.

    On the selection of Rohit Roy as the host contribute to the overall tone of the podcast

    Rohit Roy, with his versatile background in the film and television industry, brings a unique blend of charisma, empathy, and insight to “Unstoppable.” His ability to connect with guests on a personal level, drawing out their stories and insights, sets the tone for a podcast that’s both engaging and relatable. Rohit’s genuine interest in health and wellness, combined with his interviewing skills, ensures that each episode is not only informative but also deeply moving and motivational. Having been in the industry for ages, Rohit exudes a youthful energy that appeals to both younger and mature audiences alike. His own health, fitness & wellness journey, and the motivating factor to “keep going” make him an ideal host for “Unstoppable.” Rohit Roy resonates across generations, bringing a dynamic that is both refreshing and profoundly inspiring for audience seeking motivation and guidance in their wellness journeys.

    On planning to leverage your partnership with Qyuki Digital Media for the production of this podcast

    RiteBite Max Protein is capitalizing on its partnership with Qyuki Digital Media by focusing solely on their expertise in production support to enhance the “Unstoppable” podcast series. This collaboration aims to bring forth a high-quality, engaging, and informative podcast tailored for health-conscious audiences. With Qyuki’s production prowess, the series is positioned to lead conversations in health and wellness, providing audience with essential insights into fitness and overall well-being.

    On audience expecting any additional content related to the topics discussed in Unstoppable

    Absolutely! In addition to insights shared in the podcast, we do plan to provide the audience with additional content and resources related to the topics. This will be done through articles, expert interviews, tips, and practical advice on health, fitness, resilience, and personal development. Our goal is to offer a comprehensive and valuable experience for our audience, empowering them with the knowledge and tools to make positive changes in their lives. 

  • Samir Bangara: A visionary man, a talent spotter

    Samir Bangara: A visionary man, a talent spotter

    MUMBAI: Unexpected losses feel hard on the heart. Samir Bangara, who died in a road accident, will be remembered for his visionary approach to digital reformation and how he spotted and nurtured talents. The co-founder and chief executive of Qyuki Digital Media was also a riding enthusiast.

    He initiated his journey with Qyuki in 2013 which was initially launched by director Shekhar Kapur and Grammy and Oscar-winning music composer AR Rahman in 2012. The platform was relaunched in 2014. While he earned quite a fame for his efforts to build Qyuki, he was in the midst of starting his own venture when he met Kapoor. 

    “It is with great sorrow that we inform you that our leader, mentor and trusted friend, Samir Bangara passed away in an accident this morning. We are all in a state of complete and utter despair and words will do no justice to express this loss. But it is our duty to absorb this shock for now so that we can be there for each other especially for his family, just the way Samir would have liked us to,” Qyuki COO Sagar Gokhale shared a statement. 

    Bangara was also the chief operating officer of Indigames and later led its sale to Disney. UTV bought 30.02 per cent in Indiagames and then increased its stake to 86.02 per cent from 56 per cent. Later, UTV was acquired by Disney India. Post the sale, he focused on integrating the interactive businesses of Indiagames, Disney and UTV into one team covering games, video and audio services while he was serving as managing director – digital at Disney UTV.

    “Samir Bangara was special. Someone who was a friend, not just a partner at work. I was always struck by his rare ability to traverse topics and contexts, from a room full of MBA types talking strategy to having a sense of the street. His smile and eloquence will never leave my mind. His passing is an irreparable loss to the Indian digital industry and creators. He was a visionary and their true friend. Whenever I spoke to him, I had a feeling that we can do great things together for creators. He left the world better than he found it. He helped people, shaped careers, spread wisdom and made friends. He made the years count. His legacy will live on through every single person he impacted positively in his life. May god bless his soul and give his family and everyone at Qyuki Digital Media the strength to bear this,” Facebook India entertainment partnerships head Saurav Saket Jha commented on LinkedIn.

    “Shocked and numb to hear about my friend Samir Bangara. I can’t believe he is no more. Gone too soon. My condolences to his family. Hope they find the strength to overcome this huge loss. You will be missed Samir, but you will always remain in our hearts,” House of Cheer founder and managing director Raj Nayak said on Twitter.

    “I lost my super power today. Samir Bangara, you have been a mentor/friend/business guide and the biggest cheerleader. You believed in me like no one else in this world,” producer Gunit Monga said.

    While he led Quiky to emerge at the forefront of new media, Bangara started his career in another vertical, in venture capital with IL&FS Venture corporation and moved on to being an investment banker with Ernst & Young. He was an alumnus of Mumbai University. In January, Qyuki hosted Epic Fam Jam, a festival dedicated wholly to India’s rising social media superstars. Reportedly, it also secured $3.5 million from Info Edge Venture Fund (IEVF) earlier this year.

    “I met Sam about 10 years ago and he stood out for his extremely sharp mind and politeness and had a smile always. I fondly remember the chat in his office about his passion for bikes and he had a glint in his eyes discussing it. It's a big loss for me personally and the industry at large! RIP Sam!" MX Player CMO Abhishek Joshi said.

    "We lost a true entrepreneur and one of the finest digital minds in the region. We’ve been buds for three decades when we entered uni together in 1990 and I’ve seen Sam grow into a thoroughbred professional into one of the finest businessmen right in front of me. Our careers were always in different areas but they would always converge at some key points in our lives. He used me for advice and I him, whenever we needed some unbiased advice," shared Universal Music Group India and South Asia MD and CEO Devraj Sanyal.

    He added that eight years ago, the paths between Qyuki Digital Media and Universal Music India crossed and they ended up doing a bunch of stuff together.

    "Together we founded the The Dharavi Dream Project our corporate social responsibility project which is also one of India’s largest #MusicForSocialGood projects. We did a ton of other stuff in the digital world and for us not to have him around is just something anyone in our industry can even begin to comprehend," added Sanyal.

    "It’s gonna take some very real work for his partner and COO Sagar Gokhale to now lead the businesses in his stead with his teams, though he knows he has the full industry behind him willing him to succeed. 
    Godspeed Sam," said Sanyal's heartfelt LinkedIn post.

    He was widely liked and admired by everyone in the industry for his visionary, cheerful and generous nature. Not only executives and celebrities but even people he mentored shared their grief over his sudden absence. 

  • Qyuki Digital Media co-founder and managing director Samir Bangara passes away

    Qyuki Digital Media co-founder and managing director Samir Bangara passes away

    MUMBAI: Qyuki Digital Media co-founder and managing director Samir Bangara passed away in a car accident on 14 June. 

    Amidst his colourful multi-dimensional career, he also led digital for the Disney group in India as managing director – digital with the responsibility of integrating and growing the businesses of Indiagames, Disney Interactive and UTV Interactive. He founded Qyuki Digital Media in 2013.

    Several Bollywood celebrities have mourned the loss on Twitter.

  • Data and creativity go hand-in-hand to create brand success

    Data and creativity go hand-in-hand to create brand success

    MUMBAI: Even though artificial intelligence and machine learning are driving the course of content, much still relies on quality of content despite the world’s best technologies backing it. Nothing can beat good, relatable, and entertaining content, which rides on the back of data, to reach out to the masses, creating a data-inspired environment of work.

    This was the crux of the “Understanding the audience: Data & tech in content creation (Brandfilm breakthrough)” session at the recently concluded Indiantelevision.com BrandVid 2019. The session, moderated by Qyuki Digital Media co-founder and managing director Samir Bangara, had Prime Focus Technologies vice president creative services Bhaskar Sitholey, Shemaroo head of marketing Rahul Mishra, BYJUS App marketing head Atit Mehta Logicserve Digital co-founder and CEO Prasad Shejale, JioGenNext VP group alliances and mentor Mohit Kapoor, and VDO.ai co-founder Arijit Sachdeva discussing the role of data in branded content creation and if the process is data-inspired or data-driven.

    The panelists agreed that a whole of lot of data inspection comes into play in the creation of content today, but what matters the most is the impact the final piece of craft has on the audience. The only dissenting voice was of Sachdeva who quipped that VDO.ai being a young company doesn’t have the leverage to be data-inspired and is instead data-driven.

    Sachdeva said, “We are serving approximately 5 billion ads in a month and we have achieved this scale within a time span of just approximately one and a half year. I do not have the experience of 25 years to say that we are data-inspired.”

    Sitholey shared, “Data can definitely give you a better understanding of what your audience is doing or what they want. But what you craft out, depending on the interpretation of that audience needs, is what is really going to move the needle or not.” He also added that the world is heading to two-way content driven by interactivity.

    Kapoor vouched for a combination of the both as he said, “We will take it a level ahead. We call it ‘data everything’. The magic we have been seeing at Jio is when all the ‘C’ start working together, i.e., commerce, community, content, and connect.”

    He further shared an example of Snickers, “In China, Alibaba team shared an insight with Snickers that people who are buying Snickers are also purchasing a lot of spicy stuff and bingo! Snickers went on to launch a spicy bar, which is the first one in the world and is a resounding success. That is what data delivers.”

    Shejale shared similar thoughts as he said, “I think there are types of role like creative technologist, wherein it is a combination of both (data and creativity). Imagine if a creative person is fed with the right data, it could be really doing wonders.”

    Speaking about the metrics that creators use to inspire their content, Mishra noted that currently the industry relies on broader level metrics that are not capturing emotions. Citing the example of his organisation he mentioned that it is trying and tracking tactical opportunities of content creation in terms of what is trending.

    Sachdeva added that advertisers of today are looking for two fundamental metrics. “One is the number of completed views and the other thing that matters is the view-ability of ad placements.”

    The panel focused on the need to strike a balance between the right amount of data and creativity to meet these metrics and create content that can strike an emotional chord with the consumers.

    Mehta quipped, “Content has to be entertaining. I don’t know whether creativity will lead to entertainment or whether data will lead to entertainment. You can do whatever you want as long as it is entertaining content it will work. Now whether data has given you that understanding or it is happening because of your creative mind is inconsequential.”

    Bangara culminated the session by pointing out that data is important because it is predictable and dependable while creativity is not. It thus helps in ensuring that the money is being put in the right places. He said, “You have to do a CYA to clear 100 per cent of your spends but at the same time you go to the best director, best scriptwriter to write a really amazing story. Data is dependable and creativity, unfortunately, is not. It is hard to draw the distinction between the two. They will always be hand in hand.”

  • Qyuki partners Flipkart to create VR fashion video

    Qyuki partners Flipkart to create VR fashion video

    MUMBAI: Qyuki Media has collaborated with Flipkart to bring its newest creation – a 360-degree fashion video titled ‘Mera Joota Hai Japani’ with spatial audio featuring the digital superstar Arjun Kanungo.

    In this all-round immersive experience, the new song used a refreshed rendition of the classic hit. Spatial sound allows the user to hear a different version of the soundtrack by simply turning around. This technology has never been used by a brand in a music video before. The interactive content allows the viewer to explore 360 degrees of the video to see the latest fashion trends from Flipkart in an innovative manner.

    Through this video, Qyuki and Flipkart have created a groundbreaking concept for brands and enabled Flipkart to deliver a special 360 degree video with different audio themes to its customers. Combined with the technological prowess of YouTube, the video is a showcase of cutting-edge innovation on the internet.

    This is the third in a series of projects Qyuki has been spearheading with Flipkart, after a successful gamified music video with Rapper Ishq Bector’ and a second track with musical duo Maati Baani

    Qyuki co-founder and MD Samir Bangara shared, “We have created a brand new way of consuming content for Flipkart. It is not only important to innovate on the ideas end but also on the technology front. With Flipkart, we have created a stellar experience that will transport customers to an immersive world of fashion to pique their curiosity. We are stoked to be associated with a strong brand who has its customer’s best interests at heart.”

    Flipkart CMO Shoumyan Biswas commented, “Flipkart is the market leader in fashion amongst all online businesses. Our vision is to be India’s most preferred destination for trendy and affordable fashion and our category communication task is to ‘Democratize Trendy Fashion’ for every Indian consumer.”

    “In our endeavor to showcase trendy fashion in an interesting and innovative format, we have engaged with Qyuki & Google to come up with a first of a kind 360 degree music video that combines a new technology with the evergreen music classic – “Mera joota hai japaani” – and latest fashion trends. Our fashion is for everyone and hence we wanted the right technology to enable the same being experienced by all. This video will revolutionize the way consumers across various demographics view and experience trendy fashion,” Biswas said.

  • Qyuki raises awareness about human trafficking

    MUMBAI: Qyuki Digital has always endeavored to provide a platform for creators and digital influencers to be the voice of change. This time they have collaborated with UnErase Poetry, a community producing spoken word poetry for a campaign called #Sold Bodies. The video featuring actor Kunal Kapoor raises awareness about Forced Sex Slavery & Human Trafficking in India and raise funds for the same.

    Qyuki, a cross-platform media network across digital, live, TV and film founded by AR Rahman, Samir Bangara and Shekhar Kapur, Company uses proprietary technology and analytics to discover and promote digital superstars and manages the end to end value chain for them across traditional and new media platforms.

    A novel initiative started by standup comedian and poet Simar Singh, UnErase Poetry creates and promotes spoken word poetry in Hindi and English. The digital creators seek to be harbingers of change by featuring a platform to speak and have their poems heard on issues of Marital Rape to Homosexuality and Patriarchy.

    Qyuki through UnErase Poetry intends to bring out the true essence of the issues. Through Qyuki’s association, UnErase Poetry collaborated with Kunal Kapoor, Ketto.org (Asia’s biggest crowd funding website) and My Choices Foundation (An NGO working towards the eradication of Human Trafficking in India) with #SoldBodies, a spoken word poem by the actor raising awareness about Forced Sex Slavery, Human Trafficking In India and to raise funds for the cause.

    UnErase Poetry founder Simar Singh commented saying, “It is important that we speak about issues like Sex Slavery and Human Trafficking. We have ignored these women and their rights since centuries and it is high time we treat them as equals“

    Qyuki network head Sagar Gokhale says “Qyuki is more than just a talent platform. It is a mic for our creators to raise their voices about society, and bring into light some grave issues. The arts are a great way to bring the world together and UnErase poetry is doing a fantastic job with their spoken word poems. It’s community is very active and with the collaboration and might of actor Kunal Kapoor, we hope this campaign wakes up the citizens of India. UnErase has been garnering huge media interest and Qyuki is humbled and proud to be associated with such a noble cause.”

  • #Qyukistars rank No.1 and 3 in Youtube’s Fastest Growing List

    #Qyukistars rank No.1 and 3 in Youtube’s Fastest Growing List

    MUMBAI: Digital Broadcast Network and Agency Qyuki, driven by a unique strategy of partnering with creators versus an aggregation or ‘owned and operated’ channel approach, recently surpassed over 5 billion views across YouTube and Facebook.

    With a creator DNA in the founding team of Shekhar Kapur and AR Rahman and digital entrepreneur Samir Bangara, the Company has created a clear leadership position in the market as a home for creators across the genres of Music, Pranks and Auto blogs while making headway in other popular genres.

    The strategy has been vindicated by YouTube’s recent list of top ten fastest growing channels in the country that ranked Qyuki partners Sanam Band (Music) and FunkYou (Pranks) No.1 and No.3 respectively. The genre based focus of the company has also helped bring on board celebrated Bollywood and indie artists like Salim-Sulaiman, Clinton Cerejo, Dhruv Ghanekar and most recently Rabbi Shergill.

    Its differentiated approach and successful track record in the space led to a recently announced partnership with YouTube to create one of the biggest digital properties in India called Jammin. Jammin will bring together some of the best Bollywood composers with the biggest YouTube stars of music. The show begins online and finishes offline with a massive live performance.

    Beyond music the Company is home to some of the biggest Prank channels, a genre that is very popular with the 13-34 millennial audiences, with FunkYou emerging as the largest prank channel in the country across Facebook and YouTube. The group of four 19 year old boys has grown 1000 times on Facebook with more than 5.6 million fans amassed over the last 10 months and a following across the world with Cairo, Metro Manila, Lahore and Karachi forming part of their top ten cities of viewership.

    While content is king, Qyuki believes that in the digital space technology can serve as a very successful ‘kingmaker’. Therefore it has built proprietary tools to spot and effectively market creators to their respective communities. The mix of technology, deep understanding in content, and marketing has helped win the confidence of several brands like Coca-Cola, Olx, VW, Moneycontrol and Mercedes, amongst others, to invest significantly with the company on branded content or as sponsors for Qyuki properties.

    Shekhar Kapur, Co-founder Qyuki said, “Everyone is born creative, we just forget that in our daily lives. By helping creators achieve their creative ambitions, Qyuki is fulfilling a dream I had years ago.”
    AR Rahman, Co-founder Qyuki noted “In the digital world of excessive clutter Qyuki curates and offers a platform for promising artists and improves the audience experience.”

    Speaking on the occasion Samir Bangara, Co-founder and MD, Qyuki said, “We are building a new form of a media conglomerate that can power creators with technology, production and marketing across multiple platforms and genres in order to build business models that begin on digital but spread across TV, Live and Theatrical”

  • #Qyukistars rank No.1 and 3 in Youtube’s Fastest Growing List

    #Qyukistars rank No.1 and 3 in Youtube’s Fastest Growing List

    MUMBAI: Digital Broadcast Network and Agency Qyuki, driven by a unique strategy of partnering with creators versus an aggregation or ‘owned and operated’ channel approach, recently surpassed over 5 billion views across YouTube and Facebook.

    With a creator DNA in the founding team of Shekhar Kapur and AR Rahman and digital entrepreneur Samir Bangara, the Company has created a clear leadership position in the market as a home for creators across the genres of Music, Pranks and Auto blogs while making headway in other popular genres.

    The strategy has been vindicated by YouTube’s recent list of top ten fastest growing channels in the country that ranked Qyuki partners Sanam Band (Music) and FunkYou (Pranks) No.1 and No.3 respectively. The genre based focus of the company has also helped bring on board celebrated Bollywood and indie artists like Salim-Sulaiman, Clinton Cerejo, Dhruv Ghanekar and most recently Rabbi Shergill.

    Its differentiated approach and successful track record in the space led to a recently announced partnership with YouTube to create one of the biggest digital properties in India called Jammin. Jammin will bring together some of the best Bollywood composers with the biggest YouTube stars of music. The show begins online and finishes offline with a massive live performance.

    Beyond music the Company is home to some of the biggest Prank channels, a genre that is very popular with the 13-34 millennial audiences, with FunkYou emerging as the largest prank channel in the country across Facebook and YouTube. The group of four 19 year old boys has grown 1000 times on Facebook with more than 5.6 million fans amassed over the last 10 months and a following across the world with Cairo, Metro Manila, Lahore and Karachi forming part of their top ten cities of viewership.

    While content is king, Qyuki believes that in the digital space technology can serve as a very successful ‘kingmaker’. Therefore it has built proprietary tools to spot and effectively market creators to their respective communities. The mix of technology, deep understanding in content, and marketing has helped win the confidence of several brands like Coca-Cola, Olx, VW, Moneycontrol and Mercedes, amongst others, to invest significantly with the company on branded content or as sponsors for Qyuki properties.

    Shekhar Kapur, Co-founder Qyuki said, “Everyone is born creative, we just forget that in our daily lives. By helping creators achieve their creative ambitions, Qyuki is fulfilling a dream I had years ago.”
    AR Rahman, Co-founder Qyuki noted “In the digital world of excessive clutter Qyuki curates and offers a platform for promising artists and improves the audience experience.”

    Speaking on the occasion Samir Bangara, Co-founder and MD, Qyuki said, “We are building a new form of a media conglomerate that can power creators with technology, production and marketing across multiple platforms and genres in order to build business models that begin on digital but spread across TV, Live and Theatrical”

  • Qyuki & Coca-Cola pay tribute to Indian soldiers via short film

    Qyuki & Coca-Cola pay tribute to Indian soldiers via short film

    NEW DELHI: Qyuki Digital Media and Coca-Cola India have produced a special digital short film paying tribute to the real heroes of India – the jawans on the borders.

     

    The film follows the journey of a soldier from his military base in the north down to his home in the beautiful backwaters of Kerala. With the intention of fulfilling the final wish of a fellow soldier who died in the line of duty, he makes an emotional stop en route, to his colleague’s family home where he hands over the martyr’s belongings to them.

     

    The story traverses several situations and people that cross the soldier’s path closing with a touching moment of a family reunion. Here the film cuts to a national issue that requires the protagonist to return to his base camp.

     

    The film highlights India’s incredible landscape and its multicultural beauty, juxtaposed beautifully with the personal sacrifices a soldier makes for his country, family and friends.

     

    Razy Ghai from Asylum Films directed the film and the music was scored by Dhruv Ghanekar of Wah Wah Studios

     

    Coca-Cola India and South West Asia VP – marketing & commercial Debabrata Mukherjee said, “Thums Up has always stood for strength and a spirit of inspiration. We believe that real heroes are the ones who have inner strength and compassion. This independence day, we wanted to celebrate the protectors of our independence, the ‘True Heroes’ of our nation. We wanted to salute the sons of the soil for their undying spirit and indefatigable courage.”

     

    Mukherjee added, “It gives us great joy that the effort has received such a heartwarming response. In just 48 hours, the film has been seen over a million times on social media; a clear reflection of the nation’s love, appreciation and respect for the real heroes who keep us safe, everyday.”

     

    Qyuki co-founder and MD Samir Bangara added, “Qyuki is proud to present this film along with an iconic brand like Thums Up to salute the country’s true heroes. Having grown up as an armed forces kid, the film is that much more personal and special to me.”

     

    Ghai said, “As the son of a retired army officer, I have always wanted to give back to my roots. Soldiers are the unsung heroes of our country. I think we have managed to touch an emotional chord with this short film. The idea was to do a road film in which a responsible soldier goes on this soulful journey. The film is supported by, “Saare Jahan Se Acha” tune playing in the background to remind the viewers of what the soldiers of our country do for us.”

  • Thums Up’s tribute to real heroes of nation receives 1 million views

    Thums Up’s tribute to real heroes of nation receives 1 million views

    MUMBAI: Thums Up, India’s iconic soft drink brand marked the country’s 69th Independence Day with a tribute to the nation’s Real Heroes and the country used this film as a platform to express its love a million times within 48 hours.

     

    Set against the diverse cultural and regional canvas of India, the film captures the journey of a young Indian soldier as he travels from his military base to his home in Kerala, making one stop in his journey to the martyrs’ home to deliver the news of his martyrdom, personally. The narrative navigates through a string of anecdotal situations of various people he meets during his journey on route to the heart wrenching moment when the young soldier finally reaches the martyr’s family. The film concludes with the soldier enjoying a happy moment with his family before an alert is commissioned to all soldiers cancelling all vacations and an order to report to basecamp. Through the soldier’s journey, the film captures the diverse locations and myriad of cultures in India, while reminding the audiences about the unparalleled perseverance our brave soldiers display every day.

     

    Speaking about the campaign, Debabrata Mukherjee, VP – Marketing & Commercial, Coca-Cola India and South West Asia said, “Thums Up has always stood for strength and a spirit of inspiration. We believe that real heroes are the ones who have inner strength and compassion. This independence day, we wanted to celebrate the protectors of our independence, the ‘True Heroes’ of our nation. We wanted to salute the sons of the soil for their undying spirit and indefatigable courage.

     

    He further added, “It gives us great joy that the effort has received such a heartwarming response. In just 48 hours, the film has been seen over a million times on social media; a clear reflection of the nation’s love, appreciation and respect for the real heroes who keep us safe, everyday.”

     

    Conceptualized by Qyuki Digital Media Pvt Ltd. and Asylum Films, the Digital Film and its music has been created by Dhruv Dhanekar of Wah Wah Music.

     

    Commenting on the film Samir Bangara, Co-founder and MD of Qyuki.com said, “This film is special at many levels. Both the Director, Razy Ghai and I grew up as armed forces kids and that was a big inspiration for the script and execution of the film. We are proud to be working with one of India’s most iconic brands Thums Up, to salute the true heroes of our country.”