Ahead of the world television premiere of Ayushmann Khurrana starrer Article 15 at 8 pm on October 19, 2019, &pictures kickstarted #BurnTheBhedBhaav campaign focusing on the Article 15 of the Indian Constitution that prohibits discrimination on the grounds of religion, race, caste, sex or place of birth.
Attempting to make a difference, this campaign urges Indians to imbibe the spirit of our constitution and stand against discrimination in all aspects.
As a part of the campaign, &pictures has curated short films that showcase instances of discrimination and how we can #BurnTheBhedBhaav through inclusiveness. These videos break the myth of discrimination is a rural phenomenon rather it is also quite evident in metro cities.
As an extension of the activity, &pictures created awareness through communication in trade offices that highlighted âArticle 15â from the Indian constitution. Through, this &pictures wants to put forward the point that while reading the constitution is one thing but one should also imbibe the essence of the constitution. With this, we aim to urge people to take a pledge for themselves that will help to bring about a change in todayâs society.
Video series for #BurnTheBhedBhaav:
Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster, said, âThe Constitution of India has a special provision to safeguard the interest of its citizens in the form of Article 15. Fabulously capturing the essence of this article, director Anubhav Sinha has provoked the audience to look deeper into caste discrimination with Article 15. &pictures - Naye India Ka Blockbuster Movie Channel has always believed in showcasing progressive content that creates a spark of conversations among the viewers. Similarly, with the World Television premiere of Article 15, we want the citizens to ponder over this fact and take a conscious decision this Diwali to burn the sentiment of âBhed Bhaavâ that we all carry in our subconscious minds.â
Prathyusha Agarwal, CMO, Zeel said, âAt some point in our lives we all have been victims of discrimination, which may have happened unintentionally or intentionally. To spark sensitivity and change, this Diwali, we at &pictures have devised a campaign #BurnTheBhedBhaav to eliminate the problem of casual discrimination that still exists in our nation. To deliver the hard-hitting truth about this social stigma, we have created persuasive thumb stopper videos that will make one question oneâs own conscience. We have also tied up with our trade partners for brand activations that highlight the true essence of âArticle 15â and encourage them to participate. With this special initiative, &pictures wants to gift the nation a discrimination-free Diwali.â
Director Sinha said, "When I was a kid, I realized that people were judged by their surname. I felt it wasn't fair and hence I have used the movie to elucidate a problem and get people to address it. According to me, Article 15 is one article of the Indian Constitution in particular, which is long forgotten, and I wanted everyone to find out about it and talk about it. Thatâs why I kept the shot lingering on what Article 15 says in the film, just before the interval. The initiative that &pictures has undertaken to do away with discrimination is extremely crucial and the need of the hour. I hope it causes a ripple effect."Â Â
Khurrana who plays a police officer in the movie said, "Article 15 is a very relevant and important story in today's day and age. Discrimination is a part of society, especially caste-based discrimination. It is not a topic that is spoken about openly and this is the first time a film has boldly spoken about the sensitive social issue of discrimination in mainstream Indian cinema. With it now set to premiere on television for the very first time on &pictures, I hope that films important message reaches as many people as possible across our country."