Zee to release 'Bhagmati' in June

MUMBAI: Zee Telefilms is finally unveiling its 2D animation film Bhagmati mid June this year. Zee has plans to tap the international market by going for a global release.

In Bhagmati, `live' actors interact with animated characters. The Zee Institute of Creative Arts (ZICA) studio has taken care of the animation part.

Essel Group VP corporate communications and brand development group Ashish Kaul told that Bhagmati had over seven million hand-drawn frames and this process took some time to complete.

Kaul, who has also been entrusted with the responsbility of marketing and distributing Bhagmati, India's first live and animation film, said the stress would be on the novelty of the movie and the campaign would be a simple one.

Zee is planning to use a mix of outdoors and other media to create the buzz. Definitely, Zee Network will also play its role in the communication.

The network is also releasing the film in international territories, including France, Russia and the UK. Kaul says the effort is to get audiences from places where the Indian art and culture are immensely popular.

"These are huge territories as far as film business is concerned. Since we are stressing on the heritage of India in the film, we expect it to have a good run in these places. Also, the film will give an idea to the international audiences about what India can do in animation," he says.

Bhagmati is about the making of Hyderabad and as part of its marketing and communicaton strategy, Zee would use a lot of reality components in the campaign.

Bhagmati - the queen of fortunes is a legendary love story between price Mohd.Quili Qutub Shah and his ardent love, and the beauteous Bhagmati. History says, the fourth Qutb Shahi ruler built the city of Hyderabad at the behest of his lady love. Directed by national award winner Ashok Kaul, the movies has Tabu and Milind Soman playing the lead roles. Hema Malini is giving a special appearance in the movie by delivering a classical dance performance.

This film is of two hours and 40 minutes duration with about half of it in animation and six songs by renowned writers and music composers like Bashir Badr, Abbas Tyrewala, Nida Fazli, Ravindra Jain and Ashok Kaul. Asha Bhonsle, Sadna Sargam, Suresh Wadekar, Roop Kumar Rathod have lent their voices to the music of Vishal Bhardwaj. The film also has a quawalli by the popular Sabri brothers.

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