MAM

ADK Fortune produces short film ‘Raabta’

Because nothing is more infectious than friendship

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Coronavirus is here to stay and has changed and impacted the world in ways in more ways than one.  All communication for most part of this year has been focused on this virus. From saluting corona warriors, to public service messages urging people to wear masks and maintaining social distance.

ADK Fortune, a WPP company and part of Wunderman Thompson South Asia Group, felt it was now time to spread a message of hope and how corona patients had actually found friends who stood by them.

With cases increasing by the day, it was their belief that they needed to create not just an advertisement - but a short film that actually took on this gloomy picture and turned it around.

And thus, was born a completely pro-bono effort between ADK Fortune and director Gautam Vaze at Full Circle Productions.

Speaking about the core idea, Nakul Sharma, VP and ECD, ADK Fortune, said, “The creative script took off when we realised that a simple game of tambola went beyond love for the game and took on a deeper meaning of care, love and support. We are overwhelmed by the response the film has received. The messages across age groups and from different parts of the country ( not to mention NRIs who have sent it back to their friends and family in India) just proves that what started out as just a simple idea to bring cheer and positivity has already touched hundred thousands of people.”

The production house and the director managed to coordinate a remote shoot between two locations and three actors namely national award-winning actor Arundhati Nag and theatre stalwart Neena Kulkarni along with Aayushi Lahir whose acting prowess made this film even more powerful.  

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