Movies

Saregama & Officer's Choice launch short film platform Salute Zindagi

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MUMBAI: Allied Blenders and Distillers Pvt. Ltd., India’s homegrown spirits company, has launched Officer’s Choice Blue Snacks, Salute Zindagi, in association with Saregama. Taking forward the brand’s core ethos of the ‘Good Samaritan’, the platform is set to host six short films inspired by the lives of real heroes, who have personified the value of righteousness in their deeds and action.

The series will bring out heart-warming stories in an entertaining format of five minutes, of real heroes who through their extraordinary acts of kindness have inspired millions. From a security guard who has written 4000 heart-warming letters to the families of martyrs to a rickshawala who gives free rides in his well-equipped rickshaw, almost running a gift economy, these stories capture the essence of righteousness. The platform in association with Saregama aims at highlighting the value of righteousness that has been long associated with Officer’s Choice Blue through a series of 6 short films that will be rolled out every three weeks.

Talking about this unique initiative, Ahmed Rahimtoola, Head of Marketing, Allied Blenders and Distillers said, “’Salute Zindagi’ is our effort at curating stories that bring to the fore heart-warming and inspiring stories of real heroes. Their extraordinary acts of kindness resonate with the timeless value of righteousness that has been long associated with Officer’s Choice Blue. Keeping the brand’s philosophy at the core and the growing relevance of short form content on digital media, this property will allow us to connect better with the youth.”

Saregama VP – films & national TV Siddharth Anand Kumar said, “We chose to focus on stories of everyday people who, by doing small acts of kindness, make a big impact and literally turn the frowns on people's faces into smiles. We have leveraged the emotive appeal of evergreen songs from the Saregama catalogue."

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