MAM
ebay launches Anthem for Budhia Singh: Born to run in marketing gimmic
NEW DELHI: In a one-of-a-kind initiative inspired by a scene in the film, e-bay has created an Anthem for the forthcoming feature ‘Budhia Singh: Born to Run’ based on a true story.
The film tells the story of five-year old Budhia Singh, whose talent in running was discovered by judo coach Biranchi Das who rescued him from one of Bhubaneswar’s most notorious slums and helped him achieve incredible heights.
The Anthem is a motivational song with a scene showing e-bay gifting shoes to children, while encouraging them to follow their dreams.
Ebay Director Marketing Shivani Suri Dhanda told indiantelevision.com that it had generally been the policy of ebay that spent an equal amount on the promotion and marketing of an item as on acquiring it for putting it on sale on its platform.
Referring to the Anthem – which was released earlier by actor Manoj Bajpayee who enacts role of Biranchi Das – she said it was already playing on FM Radio and TV music channels and would be released on all digital platforms. It was also being promoted on all social media platforms.
She is it is expected to be used in the film either as backdrop of the initial or closing listing of cast and crew.
She said ebay had decided that for every pair of shoes bought on its site, it would give one to a poor child, and she expected to give around one thousand pairs in this manner to the poor.
Viacom Senior Vice-President Rudrarup Datta toldth website that the platform provides a different channel to reach out to the audiences since ebay has its own customer base.
In any case, the message of the film comes out very clearly through the Anthem song.
Furthermore, those who get the free shoes from ebay would also be curious about the film.
Asked about the authenticity of the story, he said this had been done by the co-producer Code Red. Though Budhia who is now fourteen and hopes to take part in the 2020 Olympics has only seen portions of the film, he seemed satisfied and also astonished that a child resembling him – Mayur Patole – had been found from a village near Pune to enact his role after audition of thousands of children.
Earliier at the press meet, Shivani claimed that ebay was the world’s largest online shopping platform with a presence in 39 countries. Out of a billion-odd items on sale internationally, the Indian wing of the platform alone had 30 million items.
She said this film had been chosen as it was all about the passion for a particular sport, just as the shopping site was all about passion.
Datta said cinema is a medium for social change and so Viacom had been making stories on true stories.
Bajpayee said that he had earlier acted in films like Gangs of Wasseypur and Special 26 by Viacom as they believed in using cinema to send out positive messages. He said this was a film of aspirations and fulfilling dreams.
Referring to the present film, he said every creative person wanted someone who could mentor him. Just as he had found the great drama director Barry John, Budhia Singh had been discovered by Biranchi Das. There was need to nurture sports.
He said that though he had himself seen around nine years earlier on news television screens that questions were raised on the methodology of Biranchi Das, no one questioned his motives.
Viacom18 Motion Pictures have earlier produced films based on true stories, like Bhaag Milkha Bhaag, Mary Kom and Manjhi – The Mountain Man.
“People have misjudged Biranchi Das. His method might be wrong. We can have debate over his methods of teaching but his intention was good. He saw the talent in Budhia Singh and he wanted to represent him India in Olympics,” Bajpayee said.
Produced by Viacom18 Motion Pictures and Code Red Film Productions and directed by Soumendra Padhi, the film will run in cinemas on 5 August 2016.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
