Spot Light | Reliance Big Cinemas
Reviewer: Prathap Suthan
With around 23 years experience in advertising, Prathap Suthan is best known for the India Shining campaign. He has also worked with brands such as Rasna, Samsung and the Incredible India campaign.
A film on the national anthem was created by Mudra Group for Reliance BIG Cinemas. It features children with hearing disabilities “singing” the national anthem through sign language.
What did you think of the film?
Undoubtedly, it’s beautiful communication. And driving it when our national aperture is at its emotional widest is wonderful. The thought, “Patriotism knows no language”, is so true, and using special children to gather India under their unified umbrella of God-given diversity is touching. Not only does the film ignite the pride barometer, it also silently pushes the more fortunate among us to appreciate ourselves, thank our completeness, and revisit our humanity and humility.
The verdict: The film makes your heart swell with pride.
I love many moments in this film. But the one I love most is the image of hands gesticulating the flutter of our flag. It makes my heart beat prouder, and suddenly, we have an expression to communicate the freedom of our Tiranga, and capture the swell of our Jana Gana Mana. However, like any film can be critiqued, you could also scour this film, discover flaws and play advertising guru. But then, when the lump in the throat gets you, and goosebumps stand and wave flags on your skin, all you’d feel is pride. Then, warts don’t matter. And that, I believe, will be the singular, everlasting verdict on this film.
What must one remember while working on such campaigns?
There’s only one premise: truth. No lie can change what your soul believes. The moment truth is retailed, blood begins to purify itself, and the heart recharges itself. As Indians, we’re underfed on patriotism. We’re starved for moments and occasions that celebrate our country and success. We have all but two days a year when we stand up and notice the flag. For a country whose biggest asset is the love that its people have for the motherland, and it’s rationed to us roughly every six months. Just enough for us to not forget ourselves, before putting patriotism in cold storage.
How do these campaigns and?videos help build national pride?
Everything that’s twined around India will rouse people. To me, all these campaigns have done well, and so will more campaigns in the same vein. The problem is that the ordinary man is (a) forgiving simpleton whose heart is in the right place. A small dose of pride, and India is once again Sara Jahan se Achcha. But look at what the nation injects into his mind. Scams, religious divide, corruption and everything that punctures his poor bosom. How long will he keep inflating his ego with pride, and then watch it deflate as his leaders brazenly indulge in less-than-leadership activities? Pride is (like) collective oxygen. It’ll run short if we abuse it.