MAM

SonyLIV's new short film 'LUTF' teaches to live life to the fullest

To commemorate World Mental Health Day, SonyLIV streams this short film.

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/10/09/LUTF.jpg?itok=PHEBgfcK

MUMBAI: There’s a saying that goes, "You can't buy happiness, but you can buy ice cream and that is pretty much the same thing.” Meghna (Mona Singh), lived by this thought since childhood. Ice creams weren’t just her favourite dessert but rather a way of life until it all changed one fine day. How? On 10th October - World Mental Health Day, the entire world talks about raising awareness and mobilising efforts in support of mental health. And, keeping this as the key driver, Mona Singh’s character Meghna beautifully captures the issue and creates awareness through a short film titled ‘Lutf’, a unique tale all set to premiere on SonyLIV.

Directed and written by Pratish R Nair, Lutf stars a powerful ensemble of actors like Mona Singh, Vinay Pathak, Luke Kenny, Usha Nadkarni and Sucharita Tyagi in prominent roles. Keeping ice cream as a metaphor, this 30-minute short film celebrates life in all its nuances and oddities. The film revolves around Meghna Joshi (Mona Singh), a woman and a fear that shadows her life. As she struggles to balance it out with her husband Ravi Joshi and her family, her therapist Dr Vipul Agarwal (Vinay Pathak) enters and adds another twist. Is it a happy ending? To know more watch the short film streaming on SonyLIV on 10 October 2019 to find out.

SonyLIV head content, partnership and new initiatives Amogh Dusad said, “At SonyLIV, our aim is to always push the envelope and bring unique and unheard stories for our viewers, ‘LUTF’ is one such story. The short film addresses the nuances of mental health and we are happy to showcase a story which captures life’s hardships with ease. The movie also gives out a message to viewers on the content they can expect on SonyLIV. We hope the audience enjoys ‘LUTF’ like all the other content on our platform.”

Actor Mona Singh said, “‘LUTF’ conveys a very simple truth about life that intrigued me enough to come on board for this film. There is a lot more scope of experimenting with content nowadays and I am happy to be a part of it. As a person, I do believe in living life to the fullest despite what comes my way, so I could connect to the character of Meghna better.”

Actor Vinay Pathak said, “It’s always refreshing for an actor to try out new roles and ‘LUTF’ gave me one such opportunity. Within the limitations of time, the film gives out a very subtle message on life and its situations. I hope the audience has as much fun in watching it as we had while filming it.”

Actor Luke Kenny said, “As an actor, I have always wanted to explore different roles that can inspire the audience in some way. I am glad our message will reach out to a larger audience through the platform on World Mental Health Day.”

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/yes-bank.jpg?itok=uP97nnPN
YES BANK wins Digital Payments Award at MEITY Startup Summit 2019

MUMBAI: Commenting on the recognition, Ritesh Pai, Chief Digital Officer, YES BANK said “The prestigious recognition from the Ministry of Electronics and Information Technology (MeitY), is a testament to the Bank’s leadership in the Digital Payments space, backed by robust innovation and technology...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/oyo.jpg?itok=1T571es0
OYOs Weddingz.in launches its first digital and OOH campaign “Venue Sahi Toh Stress Nahi”

MUMBAI: OYO acquired Weddingz.in, India’s largest wedding company has rolled out its first digital and OOH campaign. Driven by the real-life hassles that families and young couples face during a wedding, the three-week-long campaign, “Venue Sahi Toh Stress Nahi”, aims to highlight the upside of...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/fabindia.jpg?itok=CauK48Sm
Fabindia’s association with IPL helped the brand record 40-50% growth

MUMBAI: While retailers across the country have been facing a decreased footfall in the stores, Fabindia’s partnership with the Indian Premier League this year helped it record a growth of up to 50 per cent. For a brand, that had never advertised on television before, this association with the big-...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/fulcro.jpg?itok=GXIAyjmu
Fulcro to handle Whisper’s digital creative mandate

MUMBAI: Fulcro, an integrated digital marketing and communication agency, recently bagged the digital mandate for Whisper. The mandate is to channelise the entire Whisper range of products on digital, including social media along with an incumbent agency.

MAM Media and Advertising Account
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/un.jpg?itok=5BTKiiyV
Initiative India to handle media duties of Unacademy

MUMBAI: Initiative India, the media agency of IPG Mediabrands India has bagged the media duties of Bengaluru-based ed-tech startup Unacademy. The agency won the business following a competitive pitch process and the business will be handled by the agency’s Bangalore office.

MAM Media and Advertising Account
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/gupta.jpg?itok=PLImo3PI
Supari Studios creates launch campaign for CRED

Supari Studios, the award-winning content studio invites you to watch the quirkiest explainer video to hit our screens yet - the launch campaign of the members-only platform CRED that allows users to manage their credit card payments from one place.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/ajit.jpg?itok=Fz1V43Fm
Socxo releases an e-book on Holiday season marketing - Time for buzz marketing with the Mango Man!

Socxo, the Bangalore based brand advocacy solutions start-up, has today launched an e-book for marketers to gear up this coming holiday and festive season. And this season in most parts of the world is a full quarter - October to December.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/tam.jpg?itok=v7buFaV-
E-com, Media, and Retail saw hike in ad volumes across media during Ganesh Chaturthi: TAM AdEx

MUMBAI: A total of 450+ categories, 6400+ advertisers, and 8500+ brands advertised across mediums (TV, print, and radio) during the festive period of Ganesh Chaturthi (22 August to 12 September), as revealed by a latest TAM AdEx data report. As compared to the last year, the top category of Food...

MAM Marketing Brands
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/21/korean.jpg?itok=COaziccv
Korean Dramas now in Hindi from One Take Media Co.

MUMBAI: Recent times have seen growing popularity of Korean Content.This surge has been known as "Hallyu--Korean wave” and refers to the way Korean entertainment is spreading around the world .

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories