Tag: Varun Dhawan

  • Star Gold to air Dishoom on 25 Sept

    Star Gold to air Dishoom on 25 Sept

    MUMBAI: Star Gold announces the World Television Premiere of one of the biggest hits of the year – Dishoom starring Varun Dhawan, John Abraham, and Jacqueline Fernandes, directed by Rohit Dhawan.

    Filled with humour, action and swag, Rohit Dhawan delivers the most stylized family entertainers of recent times. Varun Dhawan (Junaid) plays the funny sunny guy to perfection and John Abraham (Kabir) delivers one of his finest action packed performances till date; it’s their chemistry that makes the film electric. All the witty moments in the film will keep one stayed glued to their television sets. The phenomenal cameos from Akshay Kumar and Nagris Fakri, make Dishoom a benchmark for new-age entertainers.

    Saqib Saleem plays India’s leading cricketer who goes missing 36 hours before a crucial India-Pakistan final and who Kabir and Junaid (John & Varun) are trying to trace. Akshaye Khanna has returned as a baddie in this film and his role only adds another thrilling layer to the film.

    If you missed Dishoom on the big screen, you definitely can’t miss its World Television Premiere. If you did watch it in the theatres, you have many reasons to watch it again!

  • ‘Dishoom’… Weekend fun:   ‘Murder Madhuri’…Cinema murdered!

    ‘Dishoom’… Weekend fun: ‘Murder Madhuri’…Cinema murdered!

    MUMBAI:  Sajid Nadiadwala believes in presenting entertaining fare, having experimented with serious stuff only once with Highway. With the best of stars available to him thanks to his track record, his entertainers generally pass muster, usually meaning profits to him and his distributors.

    Dishoom  as the title suggest, in an action film though the title is only suggestive as the action is of the fast-paced gun-and-chase kind. One-day matches are being played in the Middle East where, thanks to their star batsman, Saqib Salim’s (named Viraj in the film to read as Virat) last over heroics scoring the required runs. The next and final match is with the traditional rivals, Pakistan.

    All bets are being laid on to India win, again, thanks to Saqib. But someone somewhere has other plans. Rahul Dev kidnaps Saqib 36 hours before the finals. Soon the phone lines are burning between the host country officials and cricket bosses in India. The matter is beyond both and soon gets the Indian government involved.

    When solving tough cases overseas, Indian cops are the best and, thus, the ministry dispatches their very best, John Abraham, to do the needful. He is supposed to work with the best the host country police has to offer but, instead, John opts for a bungling cop, Varun Dhawan, whose CV so far credits him with tracking a lost dog, fetching provisions for the superior cop’s family and escorting his children to and from school.

    It seems, in the process of tracking the lost dog, Varun has become a sort of Google Map for the county. That is what John needs, a guide, since, like all super cops, he believes in working alone otherwise. As the two set out to find Saqib, they remind you of pairings in films like 48 Hours (remade in Hindi as Andar Baahar), the Terence Hill-Bud Spencer films, Abhishek Bachchan-Uday Chopra capers and many more.

    It is fun as the duo get tracking the culprits, what with Varun’s gimmicks and the one-liners between the two till the interval. That is when Varun decides to turn into a serious cop thanks to the influence of John and the villains are brought into open at this stage. The fun is over and so is the suspense. Rahul, it seems, was only the face in the kidnap drama while the real villain is Akshaye Khanna.

    The second half is serious chases with modern cars, bikes, speedboats and choppers joining the action. In the process, the makers also take you on a brief trip into a medieval Arab town right out of Arabian nights, but with goons wielding guns rather than swords!  The fun is over. In the process of investigations, the John-Varun duo is also introduced to Jacqueline Fernandez. That is some pastime till she decides on which of the two will be her man. As a consolation, Varun does get to meet his match in the end title song in Parineeti Chopra to complete the foursome.

    The script by Tushar HIranandani and Rohit Dhawan treads familiar ground and borders on routine through its second half. Dialogue is fun at times, drying out as the film progresses. Rohit has handled the film well considering its canvas and extensive action scenes. Music in the film is foot tapping, fast to blend with the proceedings. Action sequences are ably executed and keep the viewers’ interest going in the later parts. Cinematography is very good. Editing is okay considering the film’s duration is a mere 124 minutes with nothing much to delete.

    While John playing the no-nonsense cop serious only about his mission does well, Varun gets a better deal playing a light role catering to the mass. Jacqueline looks charming and does better than in her earlier films. In the absence of an established evil man, establishing Akshaye as the villain is a task the writers-director accomplish only partly. Rahul as junior villain is okay. Akshay Kumar regales in a cameo.

    Dishoom is a fair entertainer with appeal for both, mass (mainly) as well as class where it is expected to pick up. The solo release status is a plus. The collections in the Hindi belt will be affected till early next week due to (Kavadia) religious processions causing road blocks leading to traffic restrictions in many parts of UP and Delhi.

    Producer: Sajid Nadiadwala.

    Director: Rohit Dhawan.

    Cast: John Abraham, Varun Dhawan, Jacqueline Fernandez, Akshaye Khanna, Saqib Salim, Rahul Dev, Vijay Raaz and, in cameos, Akshay Kumar, Mohinder Amarnath, Rameez Raja, Atul Wassan, Parineeti Chopra.

    Murder Madhuri:

    Murder Madhuri  seems to be the outcome of somebody’s lifelong dream to make a film. Previous experience: Having watched numerous films, Hollywood as well as Indian. Qualification: Money to waste. The catch to draw audience: name Madhuri in the title.

    A girl, Shanaya Kureel, has finished some sort of her exam at some odd hour of the day when it is dark all over, the streets are deserted and no public transport is available or no private vehicle willing to give her a lift. However, the girl need not worry because her father, Sharat Saxena, is with her for safety.

    Finally, after trying to hail down a lot of vehicles, they succeed in getting a ride with a private luxury coach. They are welcomed by four, a driver and three others, with ‘goons’ written all over them. If the producers are inspired from the real life incident of Nirbhaya, it seems, so are the goons.

    Though tough as he may be, Saxena is overpowered by the goons. The guys take turns to rape Shanaya as the other two keep Saxena under control. After the rapes, the father-daughter duo are thrown out on the streets. They are spotted lying unconscious by a mentally disturbed woman who herself is a rape victim; she was raped by one of the luxury bus men’s father, Kiran Kumar. Raping, it seems, runs in the family.

    Kiran Kumar is the home minister of wherever this incident has taken place which, according to convenience, keeps shifting between Mumbai and other places.

    Shanaya succumbs to her injuries sustained because of the brutal assault on her by the rapists. The police is divided. While the commissioner is at service of Kiran and seems to be running his force from Kiran’s bungalow, there is one honest office in Sonali Joshi who takes on the home minister as well as her commissioner to bring the rapists to book. Nothing works though arrests and acquittals take place on regular basis.

    That is when, suddenly, Saxena remembers he is senior ex-army man who specialized in hand-to-hand combat no matter the number of enemies he had to contend with. Good too that he did not remember this in the bus for had he done so, this film would not have reached so far!

    Saxena arms himself with guns of various shapes and sizes and decides to play Charles Bronson (Death Wish and sequels) to pick the culprits and seek revenge for his daughter.

    The film has one 1960s song playing in the background meant to rouse the viewers’ emotions. The script, direction, make up, props, just about everything ranges between amateur and juvenile.

    Producer: Ali Mohamed Oosman.

    Director: Ali Mohamed Oosman.

    Cast: Sharat Saxena, Kiran Kumar, Deepshikha, Sonali Joshi, Vinay Verma, Suneeta Rana, Raza Murad, Amit Kumar, Shanaya Kureel.

  • ‘Dishoom’… Weekend fun:   ‘Murder Madhuri’…Cinema murdered!

    ‘Dishoom’… Weekend fun: ‘Murder Madhuri’…Cinema murdered!

    MUMBAI:  Sajid Nadiadwala believes in presenting entertaining fare, having experimented with serious stuff only once with Highway. With the best of stars available to him thanks to his track record, his entertainers generally pass muster, usually meaning profits to him and his distributors.

    Dishoom  as the title suggest, in an action film though the title is only suggestive as the action is of the fast-paced gun-and-chase kind. One-day matches are being played in the Middle East where, thanks to their star batsman, Saqib Salim’s (named Viraj in the film to read as Virat) last over heroics scoring the required runs. The next and final match is with the traditional rivals, Pakistan.

    All bets are being laid on to India win, again, thanks to Saqib. But someone somewhere has other plans. Rahul Dev kidnaps Saqib 36 hours before the finals. Soon the phone lines are burning between the host country officials and cricket bosses in India. The matter is beyond both and soon gets the Indian government involved.

    When solving tough cases overseas, Indian cops are the best and, thus, the ministry dispatches their very best, John Abraham, to do the needful. He is supposed to work with the best the host country police has to offer but, instead, John opts for a bungling cop, Varun Dhawan, whose CV so far credits him with tracking a lost dog, fetching provisions for the superior cop’s family and escorting his children to and from school.

    It seems, in the process of tracking the lost dog, Varun has become a sort of Google Map for the county. That is what John needs, a guide, since, like all super cops, he believes in working alone otherwise. As the two set out to find Saqib, they remind you of pairings in films like 48 Hours (remade in Hindi as Andar Baahar), the Terence Hill-Bud Spencer films, Abhishek Bachchan-Uday Chopra capers and many more.

    It is fun as the duo get tracking the culprits, what with Varun’s gimmicks and the one-liners between the two till the interval. That is when Varun decides to turn into a serious cop thanks to the influence of John and the villains are brought into open at this stage. The fun is over and so is the suspense. Rahul, it seems, was only the face in the kidnap drama while the real villain is Akshaye Khanna.

    The second half is serious chases with modern cars, bikes, speedboats and choppers joining the action. In the process, the makers also take you on a brief trip into a medieval Arab town right out of Arabian nights, but with goons wielding guns rather than swords!  The fun is over. In the process of investigations, the John-Varun duo is also introduced to Jacqueline Fernandez. That is some pastime till she decides on which of the two will be her man. As a consolation, Varun does get to meet his match in the end title song in Parineeti Chopra to complete the foursome.

    The script by Tushar HIranandani and Rohit Dhawan treads familiar ground and borders on routine through its second half. Dialogue is fun at times, drying out as the film progresses. Rohit has handled the film well considering its canvas and extensive action scenes. Music in the film is foot tapping, fast to blend with the proceedings. Action sequences are ably executed and keep the viewers’ interest going in the later parts. Cinematography is very good. Editing is okay considering the film’s duration is a mere 124 minutes with nothing much to delete.

    While John playing the no-nonsense cop serious only about his mission does well, Varun gets a better deal playing a light role catering to the mass. Jacqueline looks charming and does better than in her earlier films. In the absence of an established evil man, establishing Akshaye as the villain is a task the writers-director accomplish only partly. Rahul as junior villain is okay. Akshay Kumar regales in a cameo.

    Dishoom is a fair entertainer with appeal for both, mass (mainly) as well as class where it is expected to pick up. The solo release status is a plus. The collections in the Hindi belt will be affected till early next week due to (Kavadia) religious processions causing road blocks leading to traffic restrictions in many parts of UP and Delhi.

    Producer: Sajid Nadiadwala.

    Director: Rohit Dhawan.

    Cast: John Abraham, Varun Dhawan, Jacqueline Fernandez, Akshaye Khanna, Saqib Salim, Rahul Dev, Vijay Raaz and, in cameos, Akshay Kumar, Mohinder Amarnath, Rameez Raja, Atul Wassan, Parineeti Chopra.

    Murder Madhuri:

    Murder Madhuri  seems to be the outcome of somebody’s lifelong dream to make a film. Previous experience: Having watched numerous films, Hollywood as well as Indian. Qualification: Money to waste. The catch to draw audience: name Madhuri in the title.

    A girl, Shanaya Kureel, has finished some sort of her exam at some odd hour of the day when it is dark all over, the streets are deserted and no public transport is available or no private vehicle willing to give her a lift. However, the girl need not worry because her father, Sharat Saxena, is with her for safety.

    Finally, after trying to hail down a lot of vehicles, they succeed in getting a ride with a private luxury coach. They are welcomed by four, a driver and three others, with ‘goons’ written all over them. If the producers are inspired from the real life incident of Nirbhaya, it seems, so are the goons.

    Though tough as he may be, Saxena is overpowered by the goons. The guys take turns to rape Shanaya as the other two keep Saxena under control. After the rapes, the father-daughter duo are thrown out on the streets. They are spotted lying unconscious by a mentally disturbed woman who herself is a rape victim; she was raped by one of the luxury bus men’s father, Kiran Kumar. Raping, it seems, runs in the family.

    Kiran Kumar is the home minister of wherever this incident has taken place which, according to convenience, keeps shifting between Mumbai and other places.

    Shanaya succumbs to her injuries sustained because of the brutal assault on her by the rapists. The police is divided. While the commissioner is at service of Kiran and seems to be running his force from Kiran’s bungalow, there is one honest office in Sonali Joshi who takes on the home minister as well as her commissioner to bring the rapists to book. Nothing works though arrests and acquittals take place on regular basis.

    That is when, suddenly, Saxena remembers he is senior ex-army man who specialized in hand-to-hand combat no matter the number of enemies he had to contend with. Good too that he did not remember this in the bus for had he done so, this film would not have reached so far!

    Saxena arms himself with guns of various shapes and sizes and decides to play Charles Bronson (Death Wish and sequels) to pick the culprits and seek revenge for his daughter.

    The film has one 1960s song playing in the background meant to rouse the viewers’ emotions. The script, direction, make up, props, just about everything ranges between amateur and juvenile.

    Producer: Ali Mohamed Oosman.

    Director: Ali Mohamed Oosman.

    Cast: Sharat Saxena, Kiran Kumar, Deepshikha, Sonali Joshi, Vinay Verma, Suneeta Rana, Raza Murad, Amit Kumar, Shanaya Kureel.

  • Disney India’s Broadway Style Musical Beauty and The Beast Red Carpet

    Disney India’s Broadway Style Musical Beauty and The Beast Red Carpet

    MUMBAI: Disney India brought back the magical experience of Beauty and the Beast live on stage at NSCI dome Worli with its second weekend of shows. The locally produced musical theatre extravaganza attracted a huge crowd of celebrities and once again left everyone mesmerized with their breath-taking performances.

    The show spotted Varun Dhawan, Boman Irani, Terrence Lewis, Vishal Dadlani, Karishma Tanna and others attending the grand musical.

    The highly anticipated show boasts of world class production values, extravagant sets, stunning costumes and over 100 of the finest musical theatre performers bringing alive the magical love story live on stage. Some of the prominent people who worked with Indian production include – Vikranth Pawar (Show Director and Creative Head, Live Entertainment at Disney India), Lesle Lewis (Music Direction), Terence Lewis (Choreography), Varsha Jain (Set Design), Gavin Miguel (Costume Design), Pallavi Devika (Hair & Make-up) and Suzanne D’Mello (Vocal Training). Most outstanding is the fact that this production of the Beauty and the Beast musical has been entirely developed locally but retains the original script and memorable music of the Broadway show.

    The show (in English) runs for 130 minutes in duration and has only select shows in Mumbai.

     

  • Disney India’s Broadway Style Musical Beauty and The Beast Red Carpet

    Disney India’s Broadway Style Musical Beauty and The Beast Red Carpet

    MUMBAI: Disney India brought back the magical experience of Beauty and the Beast live on stage at NSCI dome Worli with its second weekend of shows. The locally produced musical theatre extravaganza attracted a huge crowd of celebrities and once again left everyone mesmerized with their breath-taking performances.

    The show spotted Varun Dhawan, Boman Irani, Terrence Lewis, Vishal Dadlani, Karishma Tanna and others attending the grand musical.

    The highly anticipated show boasts of world class production values, extravagant sets, stunning costumes and over 100 of the finest musical theatre performers bringing alive the magical love story live on stage. Some of the prominent people who worked with Indian production include – Vikranth Pawar (Show Director and Creative Head, Live Entertainment at Disney India), Lesle Lewis (Music Direction), Terence Lewis (Choreography), Varsha Jain (Set Design), Gavin Miguel (Costume Design), Pallavi Devika (Hair & Make-up) and Suzanne D’Mello (Vocal Training). Most outstanding is the fact that this production of the Beauty and the Beast musical has been entirely developed locally but retains the original script and memorable music of the Broadway show.

    The show (in English) runs for 130 minutes in duration and has only select shows in Mumbai.

     

  • Zee Hindi movie cluster bags seven awards at The Asian Customer Engagement Forum (ACEF) awards

    Zee Hindi movie cluster bags seven awards at The Asian Customer Engagement Forum (ACEF) awards

    MUMBAI: The Asian Customer Engagement Forum (ACEF) awarded Zee Hindi Movies Cluster including Zee Cinema, &pictures and Zee Classic amongst others with seven awards recently in Mumbai. Zee Cinema bagged two gold awards, &pictures won one gold and two bronze awards, and Zee Classic is awarded with one gold and one bronze award. 

    Zee Hindi Movies Cluster Business Head Ruchir Tiwari commented, “We are extremely happy to have won seven awards at ACEF awards which is a global platform for recognition in the industry. It keeps us motivated to entertain our viewers in the best way we can.”

    Zee Cinema  won the prestigious gold award in the Innovation category for LUX Zee Cine Awards 2016. The mobile campaign reached out to a whopping 1.3 million users where people were creatively engaged in interactive activities. The channel won another gold award for efficient effectiveness of Digital Marketing for the promotion of World Television Premiere of Singh is Bliing. The campaign encompassed all social media platforms with the objective of reaching out to the maximum number of people.  

    &pictures won the gold award for Best Use of Celebrity Endorsement in the online media category for the World Television Premiere of Badlapur. A trade mailer idea was conceptualized in which the mail appears to be a letter written by Varun Dhawan, the lead actor of the movie. A bronze award was given for innovation in the Newspaper category for the promotion of Badlapur. The print advertorial conveyed the high points of the story of the movie Badlapur, in the form of news articles. Lastly, the channel also won a Bronze award for showcasing creativity in the Newspaper category for promoting the &pictures premiere of Tanu Weds Manu Returns. The print ad was made in the format of a wedding invitation card, inviting readers to attend the crazy wedding and figure out who finally gets married.

    Zee Classic won the esteemed gold ACEF award for innovation in the Publication category for its very successful movie festival – Classic Debut. To endorse the festival, channel along with IMPACT magazine contacted fourteen well known media personalities of current times and published a 4 page advertorial highlighting the debut of these personalities in the industry. The channel also won a bronze award for innovation in the Out of Home Media category for the Zee Classic Train Activity done for “The Golden Years with Javed Akhtar”. Local trains in Mumbai were selected and were exclusively branded as Zee Classic Radio trains along with playing classic melodies and untold stories narrated by the veteran lyricist and poet, Javed Akhtar. 

    ACEF Awards recognizes excellence in the field of customer engagement campaigns and activities across Asia. It provides a platform for recognition and learning in perhaps the most critical, emerging area of content creation

  • Zee Hindi movie cluster bags seven awards at The Asian Customer Engagement Forum (ACEF) awards

    Zee Hindi movie cluster bags seven awards at The Asian Customer Engagement Forum (ACEF) awards

    MUMBAI: The Asian Customer Engagement Forum (ACEF) awarded Zee Hindi Movies Cluster including Zee Cinema, &pictures and Zee Classic amongst others with seven awards recently in Mumbai. Zee Cinema bagged two gold awards, &pictures won one gold and two bronze awards, and Zee Classic is awarded with one gold and one bronze award. 

    Zee Hindi Movies Cluster Business Head Ruchir Tiwari commented, “We are extremely happy to have won seven awards at ACEF awards which is a global platform for recognition in the industry. It keeps us motivated to entertain our viewers in the best way we can.”

    Zee Cinema  won the prestigious gold award in the Innovation category for LUX Zee Cine Awards 2016. The mobile campaign reached out to a whopping 1.3 million users where people were creatively engaged in interactive activities. The channel won another gold award for efficient effectiveness of Digital Marketing for the promotion of World Television Premiere of Singh is Bliing. The campaign encompassed all social media platforms with the objective of reaching out to the maximum number of people.  

    &pictures won the gold award for Best Use of Celebrity Endorsement in the online media category for the World Television Premiere of Badlapur. A trade mailer idea was conceptualized in which the mail appears to be a letter written by Varun Dhawan, the lead actor of the movie. A bronze award was given for innovation in the Newspaper category for the promotion of Badlapur. The print advertorial conveyed the high points of the story of the movie Badlapur, in the form of news articles. Lastly, the channel also won a Bronze award for showcasing creativity in the Newspaper category for promoting the &pictures premiere of Tanu Weds Manu Returns. The print ad was made in the format of a wedding invitation card, inviting readers to attend the crazy wedding and figure out who finally gets married.

    Zee Classic won the esteemed gold ACEF award for innovation in the Publication category for its very successful movie festival – Classic Debut. To endorse the festival, channel along with IMPACT magazine contacted fourteen well known media personalities of current times and published a 4 page advertorial highlighting the debut of these personalities in the industry. The channel also won a bronze award for innovation in the Out of Home Media category for the Zee Classic Train Activity done for “The Golden Years with Javed Akhtar”. Local trains in Mumbai were selected and were exclusively branded as Zee Classic Radio trains along with playing classic melodies and untold stories narrated by the veteran lyricist and poet, Javed Akhtar. 

    ACEF Awards recognizes excellence in the field of customer engagement campaigns and activities across Asia. It provides a platform for recognition and learning in perhaps the most critical, emerging area of content creation

  • Varun Dhawan invites entries for The Skybags Canvas project Season 2

    Varun Dhawan invites entries for The Skybags Canvas project Season 2

    MUMBAI After a successful first season, Skybags from the house of  V.I.P Industries is back with Season 2 of ‘The Skybags Canvas Project.’ The campaign is a one-of-a-kind outreach, which offers creative minds a chance to create exciting designs exclusively for a new collection of bags from Skybags.

    Starting 29 April, the campaign will allow contestants to upload their fresh and appealing designs and generate maximum ‘likes’ from their friends and followers on social media until 31 March. The entries will be personally reviewed by brand ambassador and actor Varun Dhawan and VIP Industries design and development VP Vasant Dewaji.

    The winner’s design will feature on Skybags’ next bag collection and also be awarded a high-performance laptop and the runner-up will win a sensational hover board. Contestants are also in for a great ride as Skybags will give away a new backpack daily to the finest design entry of the day.

    Announcing the launch of this campaign Dhawan said, “Skybags is all about moving in style, and nothing screams out ‘style’ louder than designing something of your own. The Canvas Project is something to keep an eye out for; especially for those who want to make a personal statement and like to showcase their creativity. It would be really exciting to see what designs contestants come up with week after week and finally what will be selected as the best design for the new collection.”

    Commenting on the marketing campaign VIP Industries VP Sudip Ghose said , “The first season of this campaign was extremely well received by the young, enthusiastic Skybags fans helping us source thousands of design submissions and in season 2 we are hoping to double the figures. As a brand we are always looking at ways to innovate and to offer something unique which truly resonates with our audience. The Canvas Project offers a great proposition not just for the audience to engage with the brand but also for the brand to understand the mindset of the consumers and to offer a quality product.”

     

  • Varun Dhawan invites entries for The Skybags Canvas project Season 2

    Varun Dhawan invites entries for The Skybags Canvas project Season 2

    MUMBAI After a successful first season, Skybags from the house of  V.I.P Industries is back with Season 2 of ‘The Skybags Canvas Project.’ The campaign is a one-of-a-kind outreach, which offers creative minds a chance to create exciting designs exclusively for a new collection of bags from Skybags.

    Starting 29 April, the campaign will allow contestants to upload their fresh and appealing designs and generate maximum ‘likes’ from their friends and followers on social media until 31 March. The entries will be personally reviewed by brand ambassador and actor Varun Dhawan and VIP Industries design and development VP Vasant Dewaji.

    The winner’s design will feature on Skybags’ next bag collection and also be awarded a high-performance laptop and the runner-up will win a sensational hover board. Contestants are also in for a great ride as Skybags will give away a new backpack daily to the finest design entry of the day.

    Announcing the launch of this campaign Dhawan said, “Skybags is all about moving in style, and nothing screams out ‘style’ louder than designing something of your own. The Canvas Project is something to keep an eye out for; especially for those who want to make a personal statement and like to showcase their creativity. It would be really exciting to see what designs contestants come up with week after week and finally what will be selected as the best design for the new collection.”

    Commenting on the marketing campaign VIP Industries VP Sudip Ghose said , “The first season of this campaign was extremely well received by the young, enthusiastic Skybags fans helping us source thousands of design submissions and in season 2 we are hoping to double the figures. As a brand we are always looking at ways to innovate and to offer something unique which truly resonates with our audience. The Canvas Project offers a great proposition not just for the audience to engage with the brand but also for the brand to understand the mindset of the consumers and to offer a quality product.”

     

  • Parle MTV Junkyard cries out a new slogan ‘Dunk That Junk’

    Parle MTV Junkyard cries out a new slogan ‘Dunk That Junk’

    MUMBAI: Swachch Bharat is a dream that can only be fulfilled through consistent messaging that runs through several touch points. Hence, Parle MTV Junkyard Project is using the very symbol of dumping ground to communicate the message of do not litter. Soon, the dump trucks across Mumbai and Delhi will be sporting a colourful graffiti look with a strong messaging of Dunk That Junk. How does this help? Littering is a bad habit that needs to be stopped through constant reminders. The colourful dump trucks will be a persistent reminder of the plethora of undesignated dumping grounds across cities. Besides strong communication on air and interactive push on social media, the graffiti dump trucks will be a bold and unexpected messaging to the city to stop littering and Dunk That Junk where it belongs viz. garbage bin.

     

    MTV is on a mission to turn the dirty streets into art spaces, and it has partnered with Parle Products to drive this initiative across cities. Supporting the Swachh Bharat Abhiyaan, Parle MTV Junkyard Project recently launched a war cry across social media with a slogan of Dunk That Junk. A series of viral videos have flooded the social media featuring ace bollywood and TV celebrities dunking the junk through interesting challenges like dizzy dunk, trampoline jump dunk, blindfold dunk etc. Shahruhk Khan, Farhan Aktar, Varun Dhawan, Sonam Kapoor and many others have extended their support to this campaign – which has also received massive participation from digital natives through user generated videos and has garnered overwhelming 1 mn interactions. Giving the dump trucks a makeover is an extension of Dunk That Junk initiative. The regular dumper trucks will be sporting colourful graffiti that shouts out to Dunk That Junk in the dustbin. These colourfully branded Ghanta Gaadis were unveiled today in the capital with much fanfare by the esteemed member of Parliament, Meenakshi Lekhi who was joined by bollywood star Randeep Hooda.           

     

    Speaking about the colourful dump trucks, Member of Parliament Meenakshi Lekhi said, “India?s biggest strength are its young people and I truly believe they have the power to make change happen. Our honourable Prime Minister has also called upon our youth to contribute in the development of the country and I am glad to be a part of such events which are the right efforts in this direction. However, they need to be spoken to in a language they understand and I am delighted that youth brands like MTV are coming forward to deliver a serious message in a fun and interesting manner to mobilize young people to do something for their country.  The Junkyard Project is a great way to get them involved in the process and help make a Swachh CP and a Swachh Bharat.”

    Expressing his support for the initiative, Chairman New Delhi Municipal Corporation Naresh Kumar said, “There’s a lot being done today to raise awareness about the need to make our country clean and beautiful. Seeing our honourable Prime Minister Modiji’s vision of Swachcha Bharat coming alive in such a fun, interesting and clutter-breaking manner is definitely going to motivate a lot of young people across the country to do their bit towards making India a clean and healthy nation. And I’m delighted that we have made a beginning right here in our beautiful city of Delhi.”

     

    Speaking about the initiative, Viacom18 EVP business head English and youth cluster Ferzad Palia said, “At MTV, we have always supported causes and issues that matter. As the ultimate word on the youth, we know how to reach out to, speak to and communicate with the young people to get them motivated about the issues that affect India. And, state of cleanliness is an issue that comes right on the top of that list. Our mission is to transform the dirty junkyards into beautiful art-spaces – the exact opposite of filth. The 300+ college outreach is going to widen the footprint of action on ground. Built on the cusp of Music and Art and supported by the ace Bollywood celebrities, Parle MTV The Junkyard Project is our attempt to drive higher conversations around do-not-litter; that are backed by solid action on-ground.  So, don’t be a punk and Dunk That Junk right now.”

     

    Parle Products GM Pravin Kulkarnii commented, “Being a brand consumed by all sections of the society, we at Parle have continuously strived to spread awareness among the citizens to contribute to the society’s wellbeing. Our Litter Free campaign stands testimony to our endeavour in extending our support towards creating a clean and healthy society. Associating with this project, we aim at taking forward our efforts and reaching out to and helping our young consumers practice the art of cleanliness.”

     

    Joining in to support to initiative, bollywood star Randeep Hooda said, “Who knew cleaning up could be so much fun? MTV really knows how to make the most mundane of things seem exciting. Littering is bad, but anything that requires people to change their habits is not easy to communicate, especially when the people in question are young. Parle MTV The Junkyard Project is a fantastic project that’s interactive and fun, and not preachy. MTV is engaging its fan base in a unique manner and mobilizing them for a good social cause. Let’s take #DunkThatJunk challenges – they are simple, interactive and fun. No wonder the videos are trending on social media. I urge everyone, all you young people out there, to come and support MTV and Parle in its efforts to make India a shining example of how to keep our country clean. And, don’t be a punk, Dunk That Junk. ”

     

    Parle MTV The Junkyard Project is an attempt to get the youth to take a stand on ‘cleanliness’ and also aims to action change on-ground through clean-up drives that are built on music and art. Taking their Litter Free campaign forward, Parle Products has partnered with MTV to create the largest youth clean up movement that will seamlessly integrate across screens including TV, web, mobile and on-ground to mobilize the youth of the country. This unique clean-up movement by MTV has also won critical acclaim and been awarded the Gold at the recently held Appies Asia Conference, as one of the most effective pro-social activity across Asia.

     

    Making the cleaning-up fun and driving conversations, MTV has launched a war cry Dunk That Junk. Bollywood and television celebrities have joined the movement by gamifying the slogan and challenging each other to ‘Dunk That Junk’ through interesting challenges and nominating others to participate in order to drop garbage where it belongs – in the bin! The core of this initiative is to turn the dirty into beauty. Parle and MTV have tied up with 300 colleges across India and multiple graffiti and street art experts to convert chosen undesignated dumping grounds to beautiful graffiti art projects and utility areas.

     

    As with everything, MTV has its own twist on making even the activity of cleaning up the city a lot of fun. MTV has launched Parle MTV The Junkyard Project under the umbrella of MTV Act, which is MTV’s pro-social platform that lives 365 days and strives to create awareness on various social causes.