Ostensibly cleared by the UP Chief Minister this time,the long-awaited four-minute ad film on the “overall development of Uttar Pradesh” under the Mayawati Government was telecast on various TV channels on Wednesday.
The film is one of the 13 that the state Government has got made in view of the next elections,by Grey Worldwide,an advertising agency. The films were to be released on January 15,Mayawati’s birthday. But during a special screening on January 14,she had raised many objections on the content,and the project was shelved.
“Her basic objection was that the film was focusing more on heritage and culture of the state,whereas she wanted the film to revolve around her,” said a government official.
She had reportedly asked the filmmakers to go through the films the Information Department had made in the past,including documentaries made by professionals. A committee was also formed to screen the content of the films.
So,the haste to make up for the delay was palpable as the four-minute ad film was distributed to prominent television channels on Wednesday,and the airing began immediately.
The visuals Mayawati in the backdrop of her project blueprints and layout said it all. Although these are termed the UP Government’s advertisement films,the budget of Rs 5 crore,according to sources,and the cast are good enough for a feature film.
There is Kailash Kher who has lent his voice to spread Mayawati’s message. “Kyunki mere pas aawaz hai,mere pas unka saath hai (I’ve got the voice and her company),” he says.
Names like Kiran Deohans,director of photography for Hrithik-Aishwarya starrer Jodhaa Akbar,and his filmmaker wife Abaan Deohans are associated with the film. The lyrics are composed by Sandesh Shandilya of the “mauja hi mauja” fame.
Of the films,the longest is of 11 minutes,say government officials,which showcases the overall development of the state. Four films of four minute each show projects in different sectors. Eight others,varying from 45 seconds to one minute,are on topics ranging from education,health and infrastructure.
The film on infrastructure,to be aired on business news channels,is yet to be released.
Later,the films will be released in cinema halls and sent to other states,for which the party will soon formulate a strategy.