MUMBAI: As an audience, whenever we watch a film or a TV show we only know and remember the faces of our heroes and heroines. Even the national anthem videos which play in the multiplexes before a film starts feature the stars – film or TV or musicians or singers.
We promptly forget and hardly acknowledge the professionals who work behind the camera. These are the names that appear in the end of the film or the show in the credits. We simply switch the channel or walk out the theatre, without paying heed to any of them as they roll down.
Breaking the stereotype formula of only highlighting the stars on screen, TV production house Beyond Dreams Entertainment’s Yash Patnaik has featured those behind the scenes in a video of the national anthem, that was released on social media websites such as Facebook, YouTube and Twitter on Independence Day.
TV crew such as make up artists and hair designers, writers, set designers, spot boys, lighting boys, helpers – pop up in the video singing a word or a line of the national anthem.
Says Yash: “Whenever events like Independence Day, Diwali or Holi come, we always zoom in on the on-screen talent or directors or producers, and they are given greater respect. But behind the recognition and success we get are the large crews that work with us and support all our productions. Whenever I visit my set, the affection and love I received from my unit is tremendous. Therefore, we thought of doing the video featuring them and let them feel special on the special day. “
The national anthem video cost Patnaik – who has three shows (Jaana Na Dil Se Door, Naagarjuna and Kuch Rang Pyar Ke Aise Bhi) under his belt currently - Rs 3 to 4 lakh to produce. Thanks to the three units that are working on the three shows, Patnaik had access to the 150 crew to participate in the video. Despite that however he states that it was not that easy to make the film.
“They were not ready to face the camera,” he reveals. “as they are very uncomfortable in front of it. But they came forward after some persuasion and we shot it over four to five days.”
Even good names from Bollywood stepped forward to lend their support to his effort. Bollywood actor Ali Faisal came forward and gave the voice over at the beginning of the video, with lyricist Abhishek Kumar writing the lines and Udbhav Ojha composing the music for the national anthem.
The video was released on Facebook and YouTube and simultaneously a social media push was given. The hashtag #GoBeyond was used to promote it on social networking sites. On Twitter, the hashtag #GoBeyond was at the No 1 spot in India and in the world it was on number 20. The reach was 1.5 million and the video generated 165,000 views. More than that it got a lot of plaudits from fellow and rival producers, industry stalwarts. The video trended at the number three position in Australia
Patnaik says another video has been produced with TV stars paying tribute to the behind the scenes technicians.
Yash says he is quite enthused by digital and short productions and hopes to launch a digital platform by the end of 2016.
“Digital gives you an opportunity to say what you feel and we should all say something which make sense,” says Yash. “You should speak in a voice and that voice should make some difference in the society and we will not shy away from telling the world what we believe in. And this video is first step in that initiative.”