The one-minute film, centred on the monsoon, is a paean to cleanliness in the face of rains.
The one-minute film, centred on the monsoon, is a paean to cleanliness in the face of rains.
MUMBAI: People of Mumbai had conceded quite a while ago that the Brihanmumbai Municipal Corporation requires divine backing to keep its word on the city’s state of rain readiness.
After the 26/7 deluge, the BMC grudgingly accepted the criticism. But being committed to saving tax-payers’ money, the body appointed a Bollywood demi-god for the purpose.
Actor Shah Rukh Khan, who has consecrated such civic drives as the Bandra clean-up with Preity Zinta for company will soon preach the civic body’s stay-calm-through-torrential-rains message through a minute-long film made for the monsoon.
The public-service communiqué featuring Khan urges people not to panic during rains and teaches them the merits of keeping their homes and the city clean.
The film will be screened at city theatres from Thursday, before the main fare. The pithy BMC production includes Khan’s advice against disposing solid garbage into sewers. On 26/7, rains washed away century-old records and sewers, choked to the brim, were unable to drain out water.
The lines of Khan’s curious BMC-vehicle are designed for impact.
“It’s high time Mumbai residents understood civic problems and their proportions,” the star said. Then comes the rhetorical masterstroke: “Making Mumbai filthy is to make our own home dirty.”
Well, maybe it is not in the same class as “Mere pass maa hai”, but sometimes the substance is more important than style.
The film has other “actors” — Chief Minister Vilasrao Deshmukh, Mayor Datta Dalvi, and Municipal Commissioner Johny Joseph. No, there is no salsa sequence featuring the principals in a drizzle. Instead, you have Joseph saying, “We need your co-operation to keep the city clean.”
This is for the first time that the BMC authorities have decided to rope in a film personality for their public message.
“We were glad that renowned advertising agency Saatchi & Saatchi agreed to make this film free of cost,” Joseph said.
Hrithik Roshan and Amisha Patel are among those who have volunteered help to the municipal corporation in the past.
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
){kind=small}
){kind=small}
)
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}