Kent RO Systems, as part of its corporate social responsibility (CSR) initiative, has released a short film on Kashmir that attempts to knit the people from the valley with the rest of the country in an open-hearted, warm and compassionate message of togetherness.
Titled 'Vaadi-e-Kashmir', the film, according to the company, is dedicated to Kashmir on behalf of the nation by home minister Rajnath Singh and Member of Parliament Hema Malini, along with Mahesh Gupta, chairman, Kent RO Systems. The short film has been created by Law & Kenneth Saatchi & Saatchi.
According to Gupta, the film celebrates the beauty of Kashmir and its people and celebrates the love and togetherness that we share as a nation.
“The vision of this short six-minutes film is to ‘make our brothers and sisters in Kashmir feel that the rest of the country stands with them’ and also open many more doors to bring us closer to each other. It's a simple film which carries a message of oneness, with purity of heart and intent. Just like what Kent RO stands for, Purity. It is simple. It is not driven by any political or religious agenda. Instead, it is driven by humanity and the sense of family and togetherness. India is one big diverse family and Kashmir is an integral part of our lives. And we need to celebrate it,” said Gupta.
The film is a joyful celebration of a diverse country that we inhabit, Kashmir included. The film splendidly appreciates the mesmerising beauty of the valley of Kashmir and its people. While dedicating this film to the nation, home minister Rajnath Singh said, “Kashmiris are an important part of the development of this nation. We wish to ensure a promising future for the people of Jammu & Kashmir.”
Hema Malini has been the curator of this film, working closely with Gupta, Praveen Kenneth, chairman - Law & Kenneth Saatchi & Saatchi and the team to ensure this message is captured and shared with the nation. “As an Indian, this film is my attempt to reach out to Kashmir and touch the hearts of our brothers and sisters in the valley,” she said.
This film, directed by the legendary filmmaker Pradeep Sarkar, is a scintillating way to build a bridge of hearts, between Kashmir and the rest of the country. Shot over a period of two weeks in Kashmir, Sarkar has brought alive this 'Paradise on Earth'.
The film conceptualised by Kenneth showcases the unadulterated beauty of Kashmir and its people. “The task at hand, keeping in mind the current situation of Kashmir, was challenging. We met a myriad of people, both in Kashmir and outside, to find a starting point. We had to keep it simple. Gupta and I believe anything can be answered and any solution is possible if there is a genuine connection between people. It's the first step to establish any possibilities. And we as a nation, when called upon, reach out very easily across the spectrum of caste/creed/differences. That's the beauty of this nation. And this attempt is our small contribution to create the platform to connect people,” said Kenneth.
The film starts with an introduction by Amitabh Bachchan and has been shot in the backdrop of the beautiful valley of Kashmir with its stunning mountains, greenery and shikara. Furthermore, the captivating song sung by Shankar Mahadevan and composed by Shankar, Ehsaan, Loy with lyrics written by Gulzaar, lifts the film and the message to a whole new level.
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