Republic Day Of India, Ambuja Cement inspires every Indian to keep the flag flying high

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).

IDEA BEHIND THE ENDEARING AND 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.

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.

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 SONG THAT FLAGS IT ALL – VIJAYI VISHWA TIRANGA PYARA

Research also showed that unlike our 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. 

WATCH THE SONG HERE:

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.

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CREDITS

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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. 

Source: Scarecrow M&C Saatchi.

  Ambuja Cement, Ashish Prasad, Manish Bhatt, Republic Day Of India, Savita Singh, Scarecrow M&C Saatchi