Scarecrow designs a touching brand film called 'Sapnon ki udaan', directed by Nagesh Kukunoor, which is touted as the world's shortest film and the longest brand campaign
Sohini Sen | Mumbai | June 10, 2014
The interactive movie channel from the ZEE family - &pictures - has come out with a touching brand building film. Conceptualised by Scarecrow Communications, 'Sapnon ki udaan' – six and a half minutes long – is being touted at the world's shortest film and the longest brand campaign.
The philosophy of &pictures has always been 'Hum Indians jo aasman mein ude, zameen se jude reh kar', implying that the channel is for those self-assured Indians who are not afraid of dreaming big and working towards it. Taking this thought forward, Scarecrow has come out with a short film which shows the ambition of a young India.
Bharat Ranga, Chief Content and Creative Officer, ZEEL, said, “We have a very exciting yet grounded brand film – Sapnon Ki Udaan – that reflects the very philosophy of &pictures – providing differentiated content to the viewers. We wanted to come up with a fresh offering that targets the changing consumption trends of our viewers, which is still rooted to their customs. We intend that through a wider showcase of television and internet mediums this inspirational message touches the lives of our viewers as often as possible.”
The film starts with a village scene. The villagers are visibly parched and looking forward to some relief. However, the rain gods seem to have forgotten them. Among them is a young villager who wants to study further. However, he belongs to a poor family and cannot afford an education. He decides to fund his own education by working in the city. The boy manages to win a scholarship to study abroad where he researches on artificial ways to bring rain to parched lands. As the film comes to a close, the villagers are brought back into focus, where they continue to wait for the rain and for the boy's return. However, soon enough they are surprised by rain clouds and a shower! It is later revealed that the rain has happened because of the boy's research which ultimately made it possible to quench the thirst of the village.
The film ends with the voiceover saying "& Pictures. For Indians jo asmaan mein ude, zameen se jude rehkar” (for Indians who fly in the sky, without being away from their roots).
Manish Bhatt, Founder Director, Scarecrow Communications, explained, “A good movie channel is all about telling any large screen story using a small screen without losing its cinematic values and the essence of the film. What could have been a better way to communicate this than demonstrating the same by telling a three-hour story in a couple of minutes without losing drama, emotions, grandeur and the essence of celluloid entertainment. And with the able guidance of Bharat Ranga and the dual experience of the brand team comprising Akash Chawla and his team in the area of what works on TV and cinema both, and additionally under the direction of a new-age film maker like Nagesh Kukunoor, Scarecrow as a creative agency behind the film has been able to accomplish the communication task successfully.”
The film has been directed by Nagesh Kukunoor and produced by &pictures. It has been shot in Rajasthan's Dabri village.
Bhatt added, “This is not a hard push for brand building. We and &pictures believe that it is better to be involved with a larger message. What intrigues people will always be watched. &pictures is a new age interactive channel for a new India. And we had to show the way new India behaves and strives and takes up challenges. Which is what has come across in the film.”
Agency: Scarecrow Mumbai
Creative Team: Manish Bhatt, Raghu Bhat, Arunava Sengupta, Kapil Tammal, KN Rajesh, Mangesh Mulajkar, Sourabh Dubey, Lalit Sakurkar, Kunal Parkar, Pooja Thacker
Client Team: Bharat Ranga, Akash Chawla, Ruchir Tiwari, Budhaditya Roy, Joy Mukherjee, Poonam Shroff, Rinku Biswas, Atrayee Chandra, Kaushik Misra
Director: Nagesh Kukunoor
Singer: Divya Kumar
Music Composer: Ronit Chaterji
Sound Engineer: Gajju Bhama
Studio: Songbirds Studio, Ragawav, Pulzz Studio, Shankh Studio,
Lyrics: Team Scarecrow
Visual Effects: Digital brains
VFX Supervisor: Subroto Jalui
Editor: Hemant Devadiga
Art Director: Haris Umar Khan
Costumes: Aparna Shah
Assistant Director: Ranjeet Jha, Sujin Sukumar, Anuj Vyas
Rain Effects: Shivananda Mohili
Sound effects: Girish Talpade
Colourist: Pramod G Patil
Online Editor: Omkar Ashok Sakpal, Rajiv Rajagopal, Ilyas Magrabi
DCP Executive Producer: Mangesh K. Bhalerao,
DCP Mastering: Prasad Film Labs, Mumbai
Post Production: After Studio, Prime Focus
Producers: Elhaé Hiptoola & Jhelum Ratna