The film showcases the warmth, oneness and love that other parts of the country share with Kashmir and its people and also serves up the “magical slice of Kashmir” that is celebrated.
"Vaadi-e-Kashmir", a short film on Kashmir, a CSR initiative of KENT RO, was dedicated to Kashmir on behalf of the nation by Union Home Minister Rajnath Singh and Rajya Sabha MP Hema Malini along with Kent RO Chairman Mahesh Gupta.
The short film has been created by Law & Kenneth Saatchi & Saatchi.
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”.
The film endeavours to knit the people of Kashmir with the rest of the country in an open hearted, warm and compassionate message of togetherness. It 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.
Commenting on the film, Mahesh Gupta, Chairman, KENT RO, said, “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 6 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 & togetherness. India is a one big diverse family and Kashmir is an integral part of our lives. And we need to celebrate it."
Hema Malini is the curator of this film, working closely with Gupta, Kenneth and the team to ensure this message is captured and shared with the nation. Sharing her thoughts on this initiative she adds “Ye film mere ek bhartiye hone ke naate… hamare pyare Kashmir se judne… aur hamare Kashmiri bhaiyo behonon ke dil ko chhoone ka ek prayas hai…”
“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.”
The six-minute short film, directed by the legendary film maker 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 2 weeks in Kashmir, Pradeep Sarkar has brought alive this "Paradise on Earth."
Narrating his experience of shooting this film, Pradeep Sarkar says: “Falling in love at the age of 62 years is possible... it happened to me when I went and met Kashmir! Though it was my first trip to Kashmir, it seemed like I knew the place... the warm and friendly people just make you feel at home instantly. In this film I tried to capture her beauty... but I want to go back to capture her beauty unawares - and also to know her a little better... Believe it, we all need to know her a little better!
The film starts with an introduction by Bollywood superstar Amitabh Bachchan. His powerful presence and message is enough to keep you hooked to the film. Shot in the backdrop of beautiful valley of Kashmir with its stunning mountains, greenery and shikara, the video is uniquely fascinating while the youth of the country proudly showcase the love and bond. Furthermore, the outstandingly captivating song sung by Shankar Mahadevan and composed by Shankar, Ehsaan and Loy with lyrics written by Gulzaar, lifts the film and the message to a whole new level.
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 "Hema Malini - Rajnath Singh")
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