|
MUMBAI:Recognizing
the power that cinema has in India in bringing about social change,
PPC is proud to launch 'PPC Cause Cinema' in partnership with India's
wellness guide and mentor Ms. Sunita Menon. PPC Cause Cinema will
be a division of PPC which will seek to create and market cinema
with a specific social intent and message.
This
is the first organized initiative by any film company in the country
to go beyond the profit motive and use the persuasive powers of
Bollywood to address real social issues that touch the lives of
millions in India.
Apart
from its own projects, 'PPC Cause Cinema' will also provide a platform
that brings together Bollywood's film-making talent on the one hand
and the Indian corporate world on the other, to enable corporations
to fulfill their aspirations of helping bring about a social change.
Percept
Picture Company had created 'Phir Milenge' (2004) which supported
AIDS as a cause, starring Salman Khan, Shilpa Shetty and Abhishek
Bachchan in lead roles.
Speaking
on the occasion, said Mr. Shailendra Singh, Jt. Managing Director,
Percept Holdings, "Cinema is entertainment, but if at the end
of an enjoyable two-hour experience, a film can leave behind a strong
social message, that's magic; and it will be our intent to create
that magic in all our Cause projects.
We
are delighted to have Sunita Menon on the Board of 'PPC Cause Cinema'
and as an equal partner in the initiative. Sunita has been a friend
and well wisher of the group, but more than that she has a passion
to do things which can help us and our social environment. It's
this mutual interest that led to the creation of the PPC Cause Cinema
initiative."
Said
Ms. Sunita Menon, "PPC came up with this idea of Cause Cinema
which interested me immensely. I believe that there is a gap in
the Bollywood offering today, and our endeavor will be to fill this
void by providing thought-provoking Cause Cinema for the audiences.
Cause
films will tell a story in a seemingly objective manner on subjects
like AIDS, poverty, illiteracy, women empowerment, rape, children
issues, sex-education, drugs, prostitution, crime, juvenile delinquency,
smoking etc. They may also carry an overt ideological message or
create subversive images as intended by the filmmaker that can encourage
a range of attitudes from the audience"
Mr.
Preet Bedi, CEO, Percept Picture Company said, "There's no
better media tool to communicate social change than cinema. You
just have to go back into the past to see how cinema has played
a crucial role in ushering in change time and time again. We are
proud to be the first motion picture corporation to ensure a professional
and focused approach in social cause cinema through PPC's Cause
Cinema"
PPC
has a strong line-up of talented directors for the cause films division.
The first film with a backdrop of AIDS as a cause will be directed
by Saket Chaudhary followed by a film with Nagesh Kukunoor, who
has also directed the award winning film IQBALwhich is a good case
in an example in the cause cinema category.
Percept
Picture Company's 'Cause Cinema' will identify various causes in
co-relation with the film scripts keeping the changing social scenario
in mind. A percentage of the profits generated from these films
will be contributed towards these pre-identified social causes.
About
Percept Picture Company (PPC)
Established in 2002, Percept Picture Company (PPC) is India's fastest
growing and fully integrated Content Creation, Aggregation and Distribution
Company. PPC expertises in producing Motion Pictures, Television
Software, Film Distribution and Marketing, Ad Film Production, Corporate
Films, Live Events and Special Projects. PPC produces innovative
and quality films through an efficient film making process, by integrating
content production, distribution, tie-ups for exhibitions, broadcasting
and music rights. Through innovative marketing, content quality
and distribution techniques, PPC has succeeded in securing long
term relationships with its clients.
Percept Picture Company is a part of Percept Holdings, a strategic
holding company that promotes, owns and manages a spectrum of marketing
communication companies. Percept Holdings has a capitalized billing
of INR 16.5 billion and employs over 1,000 employees in 64 offices
across 22 locations.
PPC's
Firsts
PPC produced Pyaar Mein Kabhi Kabhi (1998) with 300 debutantes,
an industry first. Also a first for an Advertising Agency to produce
a full length film
Makdee
(2002) a children's film released won the Jury Award at the Chicago
International Film Festival for Children….a first for India
Hanuman"
(2005) is India's first animation film with over 100,000 images
to win a mention in the Limca Book of Records
PPC
released Spider-man 3 - The biggest Hollywood film release in India
with a record breaking opening collections at the box office.
|
