Direction for Film Advertising
Client Jagran Group
Brand Jagran Film Festival
Entrant Red Ice Films
Cultural Context The film captures a discussion that is happening within a ‘Jat’ community in a village in Haryana. ‘Jats’ are typically associated with a traditional mindset, not open to western influences of lifestyle and culture. Men and Women don’t even share the same space. The film showcases how the ‘film festival’ has opened their minds to Hollywood to get them engrossed in a passionate discussion.
Cinema in India is associated generally with mainstream Bollywood. Seldom is it that the person off the street would have the inclination to look at cinema across the world, partly due to lack of access and exposure to different world cinemas/. The idea here was to demonstrate that Jagran Film Festival comes to smaller cities and break down the barrier of accessibility