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All scribes who write about films would agree that they are at the receiving end of press releases that range from bizarre to inane to desperate. Communication that is informative, interesting and even inspiring is few and far between. Ever since Poonam Pandey who offered to strip if the Indian cricket team won the ICC Cricket World Cup in 2011, things have not quite been the same what with my mailbox for one, (and I am sure these would be marked to several colleagues across publications), flooded with mails from publicists of lesser models threatening to strip down for some random cause or another. Well, I am not quite sure if that qualifies for taking on social responsibility but there it is.
However, publicity stunts apart, the entertainment industry and the major stakeholders therein, answer to the call of conscience rather frequently almost every time the need arises. Performing for the soldiers who lay down their lives for the country has been an age-old practice, but fortunately there’s a lot more. Sometimes it is a personal gesture while on others, it is a professional one, aimed at improving the creative standards within the industry. And the turn of events in recent times is heartening. For starters, a whole lot of new-age directors have begun to open up to the idea of mentoring emerging talent. Scriptwriting workshops like the Screenwriters Lab conducted by NFDC and now, there is an initiative named Shuruaat, a festival of short films with directors like Imtiaz Ali collaborating on it, is indeed a good sign.
It is encouraging that popular entertainment, particularly shows on televisions are incorporating the idea of increasing awareness and sensitising viewers about various issues in their entertainment ka daily dose. The success of Balika Vadhu, that touched upon the practice of child marriage prevalent in certain parts of India, fuelled a trend that continues unabated in fiction shows on television. Satyamev Jayate was a first of its kind reality check on television and it left an indelible mark.
Kaun Banega Crorepati, an iconic adaptation of Who Wants to be a Millionaire is another such. The show, already in its eighth season with Amitabh Bachchan, who has been in the host seat for all seasons except the third, over the last few seasons has sharpened its pitch and evolved. The first promos for the forthcoming season were particularly interesting for the fact that like earlier years, they brought into focus a pertinent subject that has been swept under the carpet for the longest while— inclusion of North East into the mainstream Indian narrative. Big B asks the contestant as to which country Kohima is a part of. She opts for the audience poll and when the host points out that “100 pratishat ka jawab hai India, yeh baat toh sabhi jaante hain.” she replies, “Haan sir jaante sab hain par maante kitne hain?”
It’s pertinent that a widely followed popular show has tapped into this sentiment. Earlier seasons too had sent out strong messages “Koi insaan chota nahin hota,” and then some more. The fact that this line of communication has continued over time suggests that even television, ever ridiculed for being the idiot-box is trying to do its bit for the good cause.
On the starry front, the fire that broke out at Lotus Business Park in Mumbai suburbs and claimed fireman Nitin Yevlekar’s life, while injuring 21 others (firemen) has brought the industry’s generous side to the fore. Hrithik Roshan and Rakesh Roshan donated Rs.15 lakh to Yevlekar’s family for the education of his child. “It’s important we help one another, it is important to know that others will help us in times when we need support, for that, we must take initiative especially in case where a family is bereaved of a father, who died in the line of duty. There is so much we can do as a society, but it needs to start with the individual…” his statement read.
And then again, a whole lot of stars and glamzons took time out from endorsements, promotions and film shoots among others to show up for a charity football match organised by Aamir Khan’s daughter. Quite evidently, the entertainment industry has its heart in the right place.
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