MUMBAI: A dimly lit living room, a steaming cup of chai in hand, and Prime Video on your screen. You click ‘play’, thinking you’re ready for Shoojit Sircar’s latest masterpiece, I Want To Talk.
Spoiler alert—you’re not ready.
Known for crafting stories that hit you like a runaway truck full of feels (Piku, anyone?), Shoojit Sircar has once again proven he’s the maestro of raw emotions. And this time, he’s teamed up with Abhishek Bachchan—yes, the guy we all once (perhaps unfairly) dismissed as the not-so-Amitabh. But let’s hold that thought because this movie flips the script entirely.
In I Want To Talk, Abhishek delivers a career-defining performance that says, “Remember me? Well, you will now.” Shoojit Sircar, with his midas touch, peels back layers of humanity so deeply you’ll find yourself questioning your life choices, texting old friends, and yes, sobbing into that aforementioned chai.
So, clear your weekend plans, charge your emotions, and prepare to be wrecked—in the best possible way.
In I Want to Talk, Abhishek Bachchan steps into the shoes of Arjun Sen, a sharp, chatty Bengali man chasing the “American Dream.” But here’s the kicker: Arjun has just 100 days to live. Yep, you read that right—100 days to untangle a lifetime of complications. From reuniting with his estranged seven-year-old daughter to redefining what truly matters, this father-daughter saga is all about finding connection in the chaos.
With a stellar cast including Ahilya Bamroo, Johnny Lever, Jayant Kriplani, Pearle Dey, and Kristin Goddard, and backed by the visionary team at Rising Sun Films, I Want To Talk promises to be as moving as it is inspiring.
Speaking about the film, Sircar said, “I Want To Talk is a poignant reminder of the indomitable power of human connection and resilience. I’ve always been fascinated by the complexities of human relationships and how these can help one heal and transform.”
Honestly, Sircar’s track record—from Piku to October—has been impeccable. So, are we surprised that this film is already being dubbed a masterpiece? Not really.
Still on the fence? Here are three reasons to hit play on Prime Video tonight:
1. The Plot: A 100-day ticking clock? Stakes don’t get higher—or more emotional—than that.
2. The Cast: Abhishek Bachchan in one of his career-best performances, alongside a powerhouse supporting cast.
3. The Director: Shoojit Sircar’s genius at weaving intricate human emotions is unmatched.
Add to that the stunning cinematography and a soul-stirring soundtrack, and you’ve got a movie that’s not just watched—it’s felt.
Prime members in 240+ countries and territories can stream the movie starting today. If you’ve ever needed a reason to renew that subscription, this is it.
What would you do if you had just 100 days left? Would you chase old dreams, mend broken relationships, or binge-watch every Shoojit Sircar film on Prime? Maybe all three?
Mumbai: Redefining its brand value of ‘Questing for more’, iQOO, the premium performance smartphone brand of the vivo group, has launched The Film #MyQuestStory, directed by renowned filmmaker Shoojit Sircar. Known for cinematic gems like Pink, Sardar Udham, and Piku, Sircar brings his storytelling magic to this short yet powerful 3-minute film, which features an inspiring message by content creator and actor, Bhuvan Bam.
Your Quest is what sets you apart. We’re proud to support creators who dare to follow their dreams and quest on and on. Join us in celebrating the many creators’ journey and tell your story with #MyQuestStory. #iQOO#iQuestOnAndOnpic.twitter.com/DXX8V8DhPl
Inspired by the insights from the recently launched iQOO’s Quest Report, which highlights that 1 in 4 youngsters in India are seeking new-age careers, while 2 in 3 face societal and family pressures, The Film brings this shift to the forefront. Conceptualized by Ogilvy India, tells the inspiring journey of a young man who defies family expectations to follow his quest for content creation. Set against the backdrop of societal pressure and traditional career paths, The Film celebrates the bold choices made by today’s youth. It highlights how they chase their dreams in an ever-evolving digital world.
The film features Babla Kochar (as the father), Anubha Fatehpuria (as the mother), Yogendra Singh (as Rohan, the elder brother), Aditya (as the younger brother), and Ebong Ipsita (as the house help). It promises to be both entertaining and inspiring, bringing to life a story of passion, resilience, and unwavering determination. The film embodies iQOO’s core brand value of ‘I Quest On and On’ encouraging viewers to embrace their quest for greatness despite the obstacles they face.
Bhuvan Bam, reflecting on his involvement in the film, said, “When the iQOO team invited me to join their campaign celebrating the pursuit of youth dreams, I felt an immediate connection. The spirit of ‘i Quest On and On’ embodies the ambition and determination that drive so many young people today. Being part of a story that resonates so closely with my own journey was a truly rewarding experience. I hope this film inspires others to persevere and continue chasing their dreams.”
Shoojit Sircar added, “Making this film was a truly inspiring journey,” shared Shoojit Sircar, his voice filled with emotion. “The moment I heard the concept, I felt a deep connection to the characters and their stories. It reminded me of the incredible spirit of Indian youth and their unwavering perseverance in the face of challenges. They chase their dreams with a fire in their hearts, a determination to carve their own paths and make their mark on the world. This film is a testament to that spirit, a celebration of their unwavering quest for something more. I hope it not only entertains but also ignites a spark in the hearts of viewers, encouraging them to embrace their own journeys and pursue their passions with courage and unwavering belief.
On the creative process, Ogilvy CCO (North) Ritu Sharda said, “iQOO celebrates the spirit of a generation that believes in continuously exploring and questing. Bringing this narrative to life was a thrilling endeavour for us. The vision was to craft a story that not only reflects the boldness and ambitious nature of youngsters today but also to inspire viewers to push boundaries and chase their dreams with unwavering determination. Collaborating with visionary talents like Shoojit Sircar and Bhuvan Bam gave our concept a huge boost. We believe this film will resonate with audiences and ignite a spark of relentless questing within them.”
The film is now streaming on iQOO’s official YouTube, Instagram, X (Twitter), and community platforms.
Mumbai: Tata Tea Gold, the leading packaged tea brand in West Bengal, launches a new campaign celebrating the nuances of Bengali culture. The campaign emphasises the Bengali “khutkhute-ness”—their meticulous attention to detail, especially regarding food and tea choices. Tata Tea Gold continues to honour this cultural trait, highlighting how Bengalis leave no room for compromise when it comes to flavour and perfection.
The TVC, conceptualized by Mullen Lintas and directed by renowned Bengali filmmaker Shoojit Sircar, is set in a typical Bengali setting. It humorously portrays how Bengalis demand perfection, from choosing ingredients to preparing meals. The film opens in a train compartment, where a young man offers kachoris with cholar dal to his fellow passengers, only for them to reject it due to the absence of shredded coconut. This attention to detail is further reflected in scenes of selecting the perfect Gandhoraaj Lebu, preparing aloo tarkari with luchis, and waiting for mustard sauce before enjoying fish fry. The film closes with a woman seeking the ideal tea blend, and the shopkeeper hands her Tata Tea Gold, assuring her of a perfectly aromatic and flavorful tea. The characters then savour the perfect cup of Tata Tea Gold, underscoring the brand’s promise of quality that satisfies even the most discerning tastes.
Tata Consumer Products’s president of packaged beverages (India and South Asia), Puneet Das said, “Tata Tea Gold is the leading branded tea in West Bengal and we wanted to continue celebrating the West Bengal way of life by refreshing this core idea of ‘a perfectionist mindset’ of Bengali’s especially when it comes to their everyday food & beverage choices. This is very well expressed through this colloquial term of Khutt-khuteness and we have tried to capture this through situations that will be relatable to most Bengalis.”
Mullen Lintas’s president and chief strategy officer Kishore Subramanian added, “In this latest campaign, Tata Tea Gold celebrates the deep cultural insight and pays homage to this ‘perfectionist’ nature of every Bengali. Sharply crafted with quintessential Bengali wit and sarcasm, and beautifully brought alive by the inimitable Shoojit Sircar, this film is a true testament to the brand’s stance of always being culture-first.”
Mumbai: Amazon Prime Video has announced its new original film “Sardar Udham,” which will begin streaming in October.
“With every story that we present on Amazon Prime Video, we ensure that the narrative is replete with emotions and depth that finds a place in the heart of every viewer,” said Amazon Prime Video India director and head of content Vijay Subramaniam. “Continuing a great partnership with Rising Sun Films, we are proud to present Sardar Udham, a stirring story of courage, fortitude and fearlessness, from the buried treasures of our history and culture.”
A heart-wrenching story of retribution, “Sardar Udham” showcases the journey of a gallant man who made sure the world never forgets the lives of his beloved brethren who were brutally killed in the Jallianwala Bagh Massacre of 1919.
“It has been exhilarating to create this film that showcases and acknowledges Udham Singh’s patriotism and deep-rooted, selfless love for his motherland,” said producer Ronnie Lahiri. “Two decades worth of research and understanding has been put by the team to present this untold story. We are glad to continue our prolific collaboration with Amazon Prime Video and are thrilled to share this historical epic story with a global audience.”
MUMBAI: P&G laundry and fabric care brand, Tide has launched its latest digital campaign #TideforTime which aims to contextualise the importance of time for the families dealing with work-life balance, especially under the pressures of pandemic-induced lockdown.
The brand shines the spotlight on the story of many households, where work and everyday tasks take up most of the time, leaving little time for anything else, by raising an important question – ‘Are we spending our time on what’s really important?’. The ad draws inferences, from a recent survey conducted in partnership with Tide which showed that 82 per cent people agree that balancing housework and office work has led to spending less time with your family during the pandemic.
The #TideforTime film, conceptualised by Leo Burnett India and directed by Shoojit Sircar, depicts the heart-warming story of a young family, as seen through the eyes of the grandmother who is visiting them. Throughout her stay, she notices her granddaughter spending time by herself, trying to seek her parents’ time and attention while they are caught up in office or housework. After she returns from her visit, the grandmother makes the family realise that the child misses spending time with her parents. She also reiterates that time is most valuable and ought to be spent on what’s really important, urging them to make more time for their child. The grandmother’s dialogue – ‘You don’t ‘find’ time, you have to make time’ has been resonating with many.
Tide is also showing the way by highlighting simple ways in which families can make time. Households across India spend up to 300 hours doing laundry, indicates data. The ad concludes with the message that with its superior cleaning in the soak or machine itself, using Tide can result in lesser laundry time. This time that is saved, can be leveraged for what’s important to people – be it spending time with family, friends, pursuing their passion, honing a hobby, or anything they haven’t been able to ‘find’ time for!
“During Covid, we have been limited to the confines of our homes. But this physical proximity has not necessarily led to stronger emotional connection,” P & G India-fabric care chief marketing officer and vice president Sharat Verma said. “Research shows nine out of 10 people agree that Covid has made them realize the importance of togetherness. With #TideForTime, our endeavor is to bring to light a pertinent question, rendered even more important in the current context – ‘Are we spending our time on what’s really important?’. Because there’s only one thing more precious than our time, and that’s how we spend it.”
Leo Burnett – South Asia CEO & chief creative officer Rajdeepak Das said, “My late aunt was one of those people who always had time for everyone, and I used to often ask her how she managed to have time. Her standard reply to me was ‘Beta time milta nahi hai, time banana padhta hai’. When we started creating this movement, we realized we spend up to 300 hours on doing laundry. With the #TideForTime movement, we want to encourage everyone to make time for all things that are really important by just saving on laundry time. This movement is a true Humankind insight, a story which goes beyond words and we hope will inspire everyone to make more time for their loved ones.”
MUMBAI: P&G laundry and fabric care brand, Tide has launched its latest digital campaign #TideforTime which aims to contextualise the importance of time for the families dealing with work-life balance, especially under the pressures of pandemic-induced lockdown. The brand shines the spotlight on the story of many households, where work and everyday tasks take up most of the time, leaving little time for anything else, by raising an important question – ‘Are we spending our time on what’s really important?’. The ad draws inferences, from a recent survey conducted in partnership with Tide which showed that 82 per cent people agree that balancing housework and office work has led to spending less time with your family during the pandemic. The #TideforTime film, conceptualised by Leo Burnett India and directed by Shoojit Sircar, depicts the heart-warming story of a young family, as seen through the eyes of the grandmother who is visiting them. Throughout her stay, she notices her granddaughter spending time by herself, trying to seek her parents’ time and attention while they are caught up in office or housework. After she returns from her visit, the grandmother makes the family realise that the child misses spending time with her parents. She also reiterates that time is most valuable and ought to be spent on what’s really important, urging them to make more time for their child. The grandmother’s dialogue – ‘You don’t ‘find’ time, you have to make time’ has been resonating with many. Tide is also showing the way by highlighting simple ways in which families can make time. Households across India spend up to 300 hours doing laundry, indicates data. The ad concludes with the message that with its superior cleaning in the soak or machine itself, using Tide can result in lesser laundry time. This time that is saved, can be leveraged for what’s important to people – be it spending time with family, friends, pursuing their passion, honing a hobby, or anything they haven’t been able to ‘find’ time for! “During Covid, we have been limited to the confines of our homes. But this physical proximity has not necessarily led to stronger emotional connection,” P & G India-fabric care chief marketing officer and vice president Sharat Verma said. “Research shows nine out of 10 people agree that Covid has made them realize the importance of togetherness. With #TideForTime, our endeavor is to bring to light a pertinent question, rendered even more important in the current context – ‘Are we spending our time on what’s really important?’. Because there’s only one thing more precious than our time, and that’s how we spend it.” Leo Burnett – South Asia CEO & chief creative officer Rajdeepak Das said, “My late aunt was one of those people who always had time for everyone, and I used to often ask her how she managed to have time. Her standard reply to me was ‘Beta time milta nahi hai, time banana padhta hai’. When we started creating this movement, we realized we spend up to 300 hours on doing laundry. With the #TideForTime movement, we want to encourage everyone to make time for all things that are really important by just saving on laundry time. This movement is a true Humankind insight, a story which goes beyond words and we hope will inspire everyone to make more time for their loved ones.”
NEW DELHI: Furniture manufacturer Greenply Industries has launched a new set of TV campaigns Khud bane Ho Toh, Greenply Banta Hain, which celebrates the resilience of human spirit and highlights the journey of every self-made individual, from humble beginnings, sobering failures to their path of greatness. The TVCs have been created by Ogilvy India and are directed by Shoojit Sircar.
The tagline Khud Bane Ho Toh, Greenply Banta Hain is the underlying thought in the campaign featuring two TVCs highlighting the success path of every self-made individual. For every achievement recorded on evergreen pages of memories, there are stories of disappointment, difficulties and defeat that go unremembered. The first TVC showcases the journey of a writer from humble beginnings, failures to its path of success. The second TVC has been conceptualised as a continuation of #StopSayingWomenCant campaign highlighting the pursuit of greatness of a women carpenter whereby every no turns into yes, every cannot becomes a can. The second TVC has been launched to celebrate the spirit of womanhood on the occasion of International Women’s Day.
Self-made individuals are forged in fire. Their achievements bear testament to perseverance in the face of frustrating hardships. They are the objects of our admiration, the subjects of our praise. The stories are an invigorating narrative of hope against hope, against all odds and naysayers. Through the TVCs, Greenply celebrates the untiring pursuit of success of every self-made people.
Greenply Industries joint managing director Sanidhya Mittal said “As our brands philosophy we always appreciate the length to which individuals go to fulfil their dreams. This campaign is a salute to those self-made people and their indomitable spirit.”
Khud Bane Ho Toh, Greenply Banta Hain is all about encouraging everyone to express themselves and keep pursuing their dream, said Greenply Industries country head – sales & marketing Subir Palit. “The campaign narrative embodies the principles of what Greenply stands as a brand. It celebrates every self-made individuals’ zeal to stop at nothing in achieving greatness. Through this campaign we are looking to establish a deeper connect with our audience.”
“The campaign is a tribute to the undefeated resilience of humanity. The characters are people we can easily relate to. We feel their frustrations because we have all been in their shoes. That’s why their hope is our hope. The mood of the campaign gets succinctly translated into the familiar Tagore song we hear at the end. The message is clear: walk the solitary path even if no one comes to walk with you,” said Ogilvy executive creative director India Sujoy Roy.
MUMBAI: Edelweiss Tokio Life Insurance today announced the launch of its two TV commercials, directed by the well-known Indian film director Shoojit Sircar and produced by his production house Rising Sun Films. Apart from TV, the campaign will be complemented by a robust digital, and OOH activation across the country.
The films bring the company’s motto of ‘exceeding customer expectations’ to life, through the concept of ‘Thoda aur khayaal.’
Commenting on the launch, Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance said, “Edelweiss Tokio Life’s Zindagi Plus is truly a unique product and has fast become of one of the most sought-after term plans in the market. This product effectively captures our unrelenting belief in relevant innovation to, not only meet customer’s dynamic expectations, but also exceed them at every turn. We, as a brand, believe that our journey with our customers does not end with paying a claim; it extends much further to protecting those who are enduring the loss of a loved one.”
Zindagi Plus is a term insurance plan that offers an optional Better Half Benefit, which enables the policyholder to not just cover her own life, but also provide a cover for her spouse in the event of her death. Simply put, the company will pay a claim to the dependents of the policyholder and additionally provide a life cover to the spouse. This product forms the central element of these films.
With a touch of simplicity, both the ad films showcase how most of us are oblivious of unforeseen circumstances and how they affect the family’s stability. The films delve into a family dynamic to bring out the importance of not just securing yourself, but also your spouse to ensure your dependents have a strong back-up.
Commenting on the scripting process, Sagar Mahabaleshwarkar, Chief Creative Officer, Contract India said, “We were working towards a dual objective – bringing out the core benefit of Zindagi Plus and also demystifying the complexity associated with life insurance in general. It was executed with a light-hearted tonality to deviate from the usual heavy aura that life insurance category uses. We believe this will create a higher acceptance among the audience.”
Discussing the concept of the film, Director Shoojit Sircar said, “The script was interesting, yet simple and gave me ample room to work with music and infuse a comical tonality into picturisation. The idea was to succinctly bring out the insight that prompted Edelweiss Tokio Life Insurance to design a product like Zindagi Plus.”
“Both the scripts capture every day, relatable stories and we needed somebody to handle them with a fresh perspective. Shoojit Sircar has added his own uniqueness to these films and helped us tell our brand story,” Gupta added.
MUMBAI: Tata Sky’s latest high decibel ATL campaign this season highlights its multiple entertainment offerings with two versions — one featuring Bollywood actor Amitabh Bachchan and the other featuring Southern superstar Nayanthara. The new campaign emphasises on the depth of entertainment that Tata Sky offers in a manner that’s loveable and memorable.
The campaign, ‘#HarSceneKaMazaaLo’ showcases Bachchan as he adorns the role of a Bengali critic mimicking Bollywood superstars in a series of nine ad films. Bachchan is seen to be completely engrossed in watching famous movies brought to him by Tata Sky where he reanimates the evergreen dialogues in his own Bengali avataar. The objective of the ad campaign is to showcase how an individual enjoys the offerings of Tata Sky to the fullest, highlighting the abundance of entertainment across platforms.
Shot as a series of five ad films, the campaign primarily draws attention to the benefits that Tata Sky offers in the form of pay for what you watch, highest regional HD channels, on the screen of your choice along with a 24X7 customer helpline facility in dedicated southern languages
Tata Sky’s chief communications officer Malay Dikshit says, “In a country which is obsessed with movies, it’s not a surprise that feature films aired on TV contribute to over 28 per cent of the total viewership. Bachchan’s legacy and Nayanthara’s versatile personality along with Ogilvy and Mather’s creativity has helped us create the magic for Tata Sky. It beautifully depicts our objective to strive and offer maximum and some of the best entertaining content to our consumers at any budget, on any screen, anytime, anywhere.”
Ogilvy India chief creative officer Sukesh Nayak adds, “When you truly enjoy watching a film you begin to respond to an actor’s performance. You are awed or disappointed by their performance and you are always vocal about it. We used this insight as an entry point to talk about the huge bouquet of movie channels Tata Sky has to offer. It was a blast working with Bachchan and Shoojit on this campaign. We had lots and lots of fun. The core idea of ‘Har scene ka mazza lo’ will be amplified across different mediums. On digital, just like our tough film critic, we will encourage people to share with us their favourite scenes.
With an aim to connect with the viewers, Tata Sky’s maximum entertainment campaign is a 360-degree campaign which includes outdoors in the form of bill boards, wall paintings and bus backs, digital and TVCs. Bachchan’s TVC has been envisioned and executed by Ogilvy and directed by national award-winning director Sircar. Nayanthara features in the campaign created for the southern states directed by R Krishnakumar.
MUMBAI: In 2017, Mirinda, the orange flavoured sparkling drink from PepsiCo gave the country’s youth a voice and told the story of exam pressure they go through because of parents. This year, with the second edition of its ‘Release The Pressure’ campaign, the brand is making this voice louder and bringing to the forefront the issue of constant comparison by parents.
Mirinda ignites conversations around the issue through a moving short film, created by award-winning director Shoojit Sircar. Inspired by focused group discussions conducted across the country with students, the film hopes to be a mirror for society and aims to bring attention to students’ distress. It features real teenagers and focuses on the issues of parental pressure, and what happens when parents constantly compare their kids to peers, neighbours and siblings. Shoojit Sircar also directed the digital film for the first edition of the brand’s international award-winning campaign.
PepsiCo India senior vice president, beverage category Vipul Prakash believes that the latest campaign stems from an insight that homes turn into pressure zones as exam season approaches. Parents have good intentions at heart but sometimes their motivation methods end up being stressful for their kids. “Continuing the momentum of the first edition of the campaign, our goal this year is to help people understand and acknowledge that constant comparison is detrimental to a student’s performance,” he says.
The powerful film, conceptualised by creative agency BBDO, aims to make parents realise how situations of constant comparison can lead to lower self-esteem amongst teenagers.
As a popular national brand, Mirinda stands committed to its teenage audience and their interests. In the latest campaign, the agency has built on last year’s brand idea ‘Release The Pressure’ by decoding the actions that add pressure in the teenager’s life. BBDO India chairman and chief creative officer Josy Paul mentions that one big action or pressure point is the constant comparison that parents use to push their children. The campaign focuses on this unhealthy behaviour of constant comparison — that is known to lead to depression in children. The campaign encourages parents to discuss constructive ways to support their children, especially during exam time.
Director of the film, Shoojit Sircar says, “Stress, pressure, tension are unfortunately words which have become a part of the daily vocabulary of teenagers across India. There is undue pressure on students and as a society, we need to wake up and take responsibility. The next generation of world leaders will emerge only when we are able to give them space to grow, learn well and flourish without putting any undue pressure on them.”
Mirinda will also roll out a 360-degree plan starting with the ‘Release the Pressure’ digital film, followed by on-ground activations and a robust radio and print campaign. Over the next few months, the brand will invite people to pledge to ‘Release the Pressure’ through a series of online and offline partnerships.
MUMBAI: Not long ago, iRealities Entertainment made history with the blockbuster 3D animated movie “Chaar Sahibzaade” with heart-touching story-telling. They are now set to recreate the same magic with cutting edge animation in partnership with Apson Entertainment to bring you ‘Sheikh Chilli and Friendz’ to be aired on Discovery Kids.
iRealities has been successful in bringing two powerful forces of rich multimedia content and technology together to deliver several successful projects.
The new series is loosely based on ‘Sheikh Chilli’s the comic legend from Lotpot, the comic magazine from Mayapuri Group. Sheikh ‘Chilli and Friendz’ is about a kind-hearted simpleton Sheikh Chilli and his adventures with his friends. It all begins one day when Sheikh Chilli stumbles upon a Genie. It is that day when life changes and becomes full of adventures for him and his friends.
There are several primary characters in the film like Sheikh Chilli, the talking donkey, genie, witch and her talking broom and many more. The characters are based in the modern world and are well equipped with technology so that kids of this generation can connect to it. The script has been worked and reworked by some eminent writers and filmmakers of the film industry.
iRealities CEO Prasad Ajgaonkar says, “Today’s kids are very different from the way you and I grew up. They are far more inquisitive and challenge the norms. They are independent young individuals that demand to be entertained and enjoy newness all the time. We have worked very cautiously and precisely, to shape up and create each character and make it likeable and relatable to this new generation. There is absolutely no compromise in terms of quality. We have used hair, fur and minute texturing to bring out the feel of each character in a strong way so that the whole look is quite distinct then the usual content being broadcast on TV.”
Earlier, iRealities had created an animation movie of the same name that had been released in Hindi and Tamil. The company had executed the entire project right from scripting, character design, animation production to post production and final creation of the film.
iRealities is currently working on three animated feature films to be released in 2017. One of the projects is the animated film Durga – The Epic. The company is also collaborating to produce another animation film with reputed director Shoojit Sircar at the directorial helm.
iRealities must be one of the few companies that has technology strength, creative strength, animation and content strength under one roof.
