Campaign Spotlight | India: Ambuja Cement inspires Indians with a heart-warming film and contemporary rendition of the Flag Song, created by Scarecrow M&C Saatchi.

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MUMBAI, INDIA – The 72nd Republic Day of India, marks the time when the world and the nation are slowly coming out of the aftereffects of the pandemic. Through this heart-warming film, Ambuja Cement wants to reiterate the fact that tough times may come and go, but the patriotic spirit of the nation should remain unshakeable, unbroken and strong.

The film has been conceptualised by Scarecrow M&C Saatchi. It has been directed by Savita Singh (the renowned cinematographer of Hawaizaada, Ventilator & more) and produced by Vikram Turkhud and Manoj Singh (Let’s Play Films).

The idea behind behind the nostalgic film titled ‘THE SCHOOL’

Many essential things bore the brunt of the lockdown, and education and schools were one of the key impact areas. Using a school as a metaphor for the challenging times, we have woven a story about a school peon – an aged person. He is the keeper of the traditional values of the nation, the society and the culture. He believes that tough times will pass, but the pride and spirit of patriotism should continue, uninterrupted.

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The second protagonist is a young teacher who represents the current generation. She is inspired by the indomitable spirit of the school peon and supports his passion to unfurl the flag with a tech-led solution using video calling.

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The face of patriotism

The film is accentuated by the presence of the absolutely endearing Surendra Rajan. He is also known as the Jaadu ki Jhappi wale Maqsood Bhai from Munnabhai MBBS. His age-sculpted face, graceful personality and timeless wisdom appropriate the role of a person who represents the pride of India.

THE SCHOOL - A patriotic film by Ambuja Cement

The song that flags it all – Vijayi Vishwa Tiranga Pyara

Research also showed that unlike the Indian National Anthem, the FLAG SONG didn’t have a contemporary rendition. To infuse a fresh life into the inspiring and evocative words so that the new younger generation can connect with it better, Scarecrow M&C Saatchi conceptualised and Aman Pant composed a goose-bump raising version featuring an ensemble of talents.

It is voiced by renowned classical vocalists, Madhubanti Bagchi and Krishna Bongane, and is composed by Aman Pant. It features guitars by Rhythm Shaw and Veljon Noronha, a soulful signature Clarinet rendition by I D Rao, Cello by the renowned Ramachandran and percussion by Jayant Patnaik.

VIJAYI VISHWA TIRANGA PYARA ( विजयी विश्व तिरंगा प्यारा, झंडा ऊँचा रहे हमारा )

Ashish Prasad, CMO, Ambuja Cement & ACC, said “As a brand philosophy, we always endeavour to strengthen the foundation and infrastructure of the nation. Aligned with the same spirit, we want to remind the citizens of India about the unshakeable, unbroken and strong spirit of the resurgent nation, through this film.

Manish Bhatt, Founder Director, Scarecrow M&C Saatchi added “This iconic brand has always celebrated the triumph of the human spirit over adverse situations. Be it with the ‘I Can’ philosophy or the Salaam Bombay campaign during the riots. We are glad that we got the opportunity to continue to spread positivity and uplift the spirit of the nation through this film.

CREDITS

TITLE: THE SCHOOL
BRAND: AMBUJA CEMENT
CREATIVE AGENCY: SCARECROW M&C SAATCHI
Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Mustafa Kapasi, Lalit Sakurkar, Shristi Lahiri
Account Management: Mangesh Mulajkar, Wayne Oliver

CLIENT TEAM
Ashish Prasad
Sanjay Sharma
Vilesh Parab
Naman Dhasmana
Pratik Mody

CAST
Surendra Rajan (Maqsood bhai – Munna bhai fame)
Swati Rajput
All the children who enthusiastically participated to salute the flag

PRODUCTION
Production House: Let’s Play Films LLP
Director: Savita Singh
Producer: Vikram Turkhud, Manoj Singh
Director of Photography: Savita Singh
Line Producer: Alok Singh
1st AD: Jacob Mathew
DA: Aditi Sarda
Costume Stylist: Imtiyaz Shaikh
Makeup: Deepak Surve
Hair: Kadambari Vaity
Casting: Malhar Goenka, Mayuri Goenka
Production Controller: Kamlesh Kushvaha, Gautam Ahire
Operative Cinematographer: Susheel Gautam
1st Assistant Cinematographer: Karan Daz Paul
Second Unit DoP: Susheel Gautam, Karan Daz Paul
Focus Puller: Simap Shekhnag
Gaffer: Md. Mijanur Rehman
Production Designer: Deep Bhimajiyani
Aerial Cinematography: Mihir Bhatt
Editor: Rachit Mehta
Online Editor: Prem Pehekar
Grading Studio: Nube Cirrus
Colorist: Naveen Shetty
Edit & Online Studio: After

MUSIC & SOUND
Music Composer: Aman Pant
Singers: Madhubanti Bagchi and Krishna Bongane
Narration: S. M. Zaheer
Guitars: Rhythm Shaw and Veljon Noronha
Clarinet: I D Rao
Cello: Ramachandran
Percussions: Jayant Patnaik
Mix & Sound Design: Lijin Jolly Alex
Recorded by: Vishal Shinde
Studio: Chirping Birds Studios

Special thanks to the Late Shyamlal Gupta (Parshad) for penning these patriotic words in 1924.
Special thanks also to Zilla Parishad School of Ganeshpuri, Maharashtra for the nostalgic location.

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