MAM
Report on Shemaroo

ebay launches Anthem for Budhia Singh: Born to run in marketing gimmic

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/07/26/Untitled-1_38.jpg?itok=0s6ps9Nx

NEW DELHI: In a one-of-a-kind initiative inspired by a scene in the film, e-bay has created an Anthem for the forthcoming feature ‘Budhia Singh: Born to Run’ based on a true story.

The film tells the story of five-year old Budhia Singh, whose talent in running was discovered by judo coach Biranchi Das who rescued him from one of Bhubaneswar's most notorious slums and helped him achieve incredible heights.

The Anthem is a motivational song with a scene showing e-bay gifting shoes to children, while encouraging them to follow their dreams.

Ebay Director Marketing Shivani Suri Dhanda told indiantelevision.com that it had generally been the policy of ebay that spent an equal amount on the promotion and marketing of an item as on acquiring it for putting it on sale on its platform.

Referring to the Anthem – which was released earlier by actor Manoj Bajpayee who enacts role of Biranchi Das – she said it was already playing on FM Radio and TV music channels and would be released on all digital platforms. It was also being promoted on all social media platforms.

She is it is expected to be used in the film either as backdrop of the initial or closing listing of cast and crew.

She said ebay had decided that for every pair of shoes bought on its site, it would give one to a poor child, and she expected to give around one thousand pairs in this manner to the poor.

Viacom Senior Vice-President Rudrarup Datta toldth website that the platform provides a different channel to reach out to the audiences since ebay has its own customer base.

In any case, the message of the film comes out very clearly through the Anthem song.

Furthermore, those who get the free shoes from ebay would also be curious about the film.

Asked about the authenticity of the story, he said this had been done by the co-producer Code Red. Though Budhia who is now fourteen and hopes to take part in the 2020 Olympics has only seen portions of the film, he seemed satisfied and also astonished that a child resembling him – Mayur Patole - had been found from a village near Pune to enact his role after audition of thousands of children.

Earliier at the press meet, Shivani claimed that ebay was the world’s largest online shopping platform with a presence in 39 countries. Out of a billion-odd items on sale internationally, the Indian wing of the platform alone had 30 million items.

She said this film had been chosen as it was all about the passion for a particular sport, just as the shopping site was all about passion.

Datta said cinema is a medium for social change and so Viacom had been making stories on true stories.

Bajpayee said that he had earlier acted in films like Gangs of Wasseypur and Special 26 by Viacom as they believed in using cinema to send out positive messages. He said this was a film of aspirations and fulfilling dreams.

Referring to the present film, he said every creative person wanted someone who could mentor him. Just as he had found the great drama director Barry John, Budhia Singh had been discovered by Biranchi Das. There was need to nurture sports.

He said that though he had himself seen around nine years earlier on news television screens that questions were raised on the methodology of Biranchi Das, no one questioned his motives.
Viacom18 Motion Pictures have earlier produced films based on true stories, like Bhaag Milkha Bhaag, Mary Kom and Manjhi – The Mountain Man.

“People have misjudged Biranchi Das. His method might be wrong. We can have debate over his methods of teaching but his intention was good. He saw the talent in Budhia Singh and he wanted to represent him India in Olympics,” Bajpayee said.

Produced by Viacom18 Motion Pictures and Code Red Film Productions and directed by Soumendra Padhi, the film will run in cinemas on 5 August 2016.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/14/photogrid_plus_1620989920016.jpg?itok=fmMlOAap
Garage Worldwide appoints Manish Arora as head of business

MUMBAI: Garage Worldwide - the digital and design arm of Famous Innovations has appointed Manish Arora as head of business. At Garage, his main mandate will be growth and technology specialisation.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/14/photogrid_plus_1620986914261.jpg?itok=nVbXPsbB
CavinKare to vaccinate all employees in India, Bangladesh and Sri Lanka

New Delhi: Fast moving consumer goods major CavinKare has announced that it will provide Covid-19 vaccination cover to all its employees and dependent family members in India, Bangladesh and Sri Lanka. The company said it will cover 1,700 employees both at factory and corporate level. In addition,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/14/photogrid_plus_1620971734012.jpg?itok=hPb1IM1E
Suzuki Motorcycle India appoints Satoshi Uchida as company Head

New Delhi: Suzuki Motorcycle India Pvt Ltd (SMIPL) appointed Satoshi Uchida as its new company head as part of a global revamp by the parent Suzuki Motor Corporation (SMC). Uchida has succeeded Koichiro Hirao with effect from 1 May. He carries three decades of experience across various global...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/14/xc.jpg?itok=s8Xes4gy
Havas partners with Wellcom Worldwide to launch Havas Studios

Leading advertising and communication group Havas has partnered with global creative production agency Wellcom Worldwide to launch Havas Studios - a new, integrated global production business.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/14/2.jpg?itok=KYoaWpDf
Big Bazaar's 'Asli Dukaan' locks horns with Amazon's 'Apni Dukaan'

Big Bazaar has crossed swords with Amazon India by taking a dig at the e-commerce giant’s flagship campaign India ki Apni Dukaan (India’s own shop). The Future Group-owned chain of hypermarkets on Thursday released full front page ads in major newspapers across cities calling itself India’s Asli...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620910728003.jpg?itok=5LRWWywo
Oracle unveils world's first ad measurement tech for 3D in-game environments

KERALA: Cloud major Oracle has unveiled the world's first ad measurement technology for 3D in-game environments that could help marketers to understand more about advertising performance in video games.  The latest updates to Oracle Advertising and Customer Experience (CX) include impressions...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620909847708.jpg?itok=oCA4ROTF
Cycle Pure Agarbathi’s #PrayForEveryone film goes viral

Mumbai : In catastrophic times such as the one our world is going through currently, everyone from the Pope to the common man is in need of a prayer. Little wonder then that a universal prayer initiative by Cycle Pure Agarbathi to #PrayForEveryone, has gone viral on social media platforms.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620904066311.jpg?itok=R1tgJjFK
Garmin India signs Mandira Bedi as brand ambassador for its smartwatches & accessories

MUMBAI: Pivoting towards strengthening the brand reach, Garmin India, a has signed television presenter and fitness coach Mandira Bedi as its brand ambassador. The popular face of many TV shows, host of cricket matches and now an icon of fitness, Bedi will promote Garmin smartwatches and...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/rapa.jpg?itok=PKefiMCF
Prashant Bhojani named chief marketing officer for Rapaport India

Mumbai: The Rapaport Group has appointed Prashant Bhojani as the new chief marketing officer for its India business. Bhojani will drive the marketing and communication activities of Rapaport India. He will lead the marketing of a powerful set of new initiatives that will add value for the brand’s...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required