The colours of triumph
RANA SIDDIQUI
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Ronnie Screwwala on how "Rang De Basanti" is to be promoted in the run-up to the Oscar night.
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VICTORY TIME? A scene from "Rang De Basanti"
Ronnie Screwwala is grinning from ear to ear these days. His "Rang De Basanti" has been selected for the Oscar awards in the best foreign language film category. The film revolves around five youths who while portraying the lives of freedom fighters for a play, get inspired by them and end up emulating them for the war against corrupt socio-political system and sacrifice their lives.
Says a beaming Ronnie, "It definitely is a nice feeling but more than that it feels great because it's a nice development for the Hindi film industry. The success of the film shows that it has a great effect on today's youth. My research says that the idea of candle light protest march in the film has well connected with the youth. So much so that at places people have even followed them. For instance, the recent candle light procession to advocate the cause of Jessica Lal. I feel that it has registered among the populace across the subcontinent. The highlight of the film that you don't need to be at the position of power to make a difference has touched people."
With the mention at Oscar's, Ronnie is now busy promoting the film in the U.S, where the Oscar Award function commences in March 2006. He informs about the plans, "I am trying my best to get the film to the top of the list to win the award. For that I am putting to use all my all resources there. For instance Aamir Khan's (most significant character in the film) `Lagaan' won Golden Globe Award, so we are trying to capitalise on it as a marketing strategy. We are also doing a lot of direct publicity for the film by press interaction and chatting with people. This way we would send positive vibes for the film and encourage people to watch the film during the screening."
Ronnie Screwwala of UTV.
This kind of promotion is allowed there and it doesn't amount to influencing the panel of judges. "It is a kind of trailer before the final screening," he adds.
It matters
One is reminded of Amitabh Bachchan getting annoyed over Indian audiences' practice of going gaga over Oscar awards, soon after "Black" was rejected from the Oscar's. "Why should we need a foreigner to recognise us in the film industry? Indian films are watched by greater number of people across the globe than the Hollywood films," he said in an IIFA press conference in Delhi. Ronnie differs, "Of course it is a recognition and quite big at that. It matters to me for it brings with it, some more credibility and fame," he asserts.
Ronnie has one more reason to feel great. "The Namesake" based on Jhumpa Lahiri's book of the same title that he has produced under the UTV banner has "got excellent response" at the recent Toronto film festival. The film directed by Meera Nair will soon go to Rome film festival followed by London film festival. "It will be released in India in March," informs Ronnie.
The film, he says remains "true to the book" in its content with added humour. For the moment though he is all keyed up to promote "Rang De Basanti".
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