L-R Mr. Ravi Rao, Leader -South Asia, Mindshare, Mr. Hemant Bakshi, Executive Director, Home & Personal Care, HUL, Director Rohan Sippy, Director Anurag Basu, Director Abhinay Deo and Mr. Aditya Swamy, EVP and Business Head of MTV 6 directors...6 movies...1 platform - MTV FilmsMTV India and Hindustan Unilever Ltd. bring to you abouquet of originalfilms starting March 23, 2014The Directors -- MTV Films Anurag Basu "When I was approached by MTV and HUL to make a film with the brand Sunsilk for MTV Films, I was really thrilled and did not want to miss out on the opportunity. In the past few years I have started believing that one can get their messaging across through branded films. I strongly think that films made for the television is the future of Indian film industry and I personally have a great lot of expectations with this short film." Abhinay Deo"MTV has always been edgy, done things differently and MTV Films is yet another unique concept. I've always been up for experimenting and I heard the idea and immediately said yes. Furthering the brand's connection through such an exciting combination of television and film is definitely a big step. The combined power of MTV's reach and the youth's liking for feature films is surely going to do wonders."National, March 7, 2014: Giving the youth a new dose of entertainment in a never seen before avatar, MTV India, the leading youth entertainment brand and Hindustan Unilever Ltd, India's largest Fast Moving Consumer Goods Company came together for the launch of MTV Films. For the first time ever, six young and well known directors known for their cutting edge film making styles have been roped in by MTV India to make original movies just for television. The launch was held with much fanfare on 7th March, 2014. MTV Films is a mixed bag of six movies based on brand philosophies of different HUL products that will be showcased every month. It marks the coming together of six of the most talented and eminent movie directors of this generation -Anurag Basu, AbhinayDeo, ShoojitSircar, Rohan Sippy, Nikhil Advani and Anurag Kashyap,five of whom were also present at the launch.Shoojit Sircar "This is a great concept and highly beneficial for HUL as a brand as I feel feature films have a greater impact compared to advertisements because the story and the characters stay in the minds of viewers. MTV's association and the selected directors will definitely add credibility to their image. It was interesting for us directors to work in the television format and try and use our creativity to portray brand philosophies of such a well-known name."Rohan Sippy"This is a new way for a brands like MTV and HUL to reach out to its audience. It's an exciting opportunity for us film-makers as it's almost the start of an evolution of a new genre. We were given absolute creative freedom to portray the aspirations of the brand which made this a very enriching experience. I hope this raises the bar for content creation across media --one of the reasons why we agreed to be a part of this project."Nikhil Advani"This is first time on Indian television that a concept like this will be showcased. I am thrilled to be part of this project. After making feature films, it was interesting to work on a short film where you have to tell the entire story and tell your message to the audience in just one hour. MTV Films was a fun but unique learning experience for me."Anurag Kashyap "After Traffic, MTV Films is the second project of MTV I am working on. While traffic deals with a serious issue, MTV Films gave me an opportunity to work on something young and fun -- which is very different from my brand of cinema. I had an amazing time working on this project and hope the audience finds it equally entertaining." An initiative to provide film buffs a unique movie viewing experience in the comfort of their homes, MTV Films is the right mix of all the ingredients that connect with the youth instantly. These 60 minute movies are inspired by HUL's brands like Sunsilk, Ponds, Tresemme, Close Up, Lakme and depict today's generation's perspective on love, friendship, family, responsibilities in a light hearted fashion. Speaking about this initiative, Aditya Swamy, EVP and Business Head of MTV said,"It's been a treat to watch 6 very special people look at youth through such different lenses. This project has redefined the rules of television and branded content in so many ways. Everyone around the table today has dared to take risks and it's that spirit that has made this an exciting journey for all of us. With a new film being

• published: 09 Mar 2014
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