BIG Pictures executes grand release of Punjabi film - 'Mera Pind-My Home'
Posted on: September 4, 2008
- Widest-ever release for a Punjabi film
- Worldwide, the film releases across 100 screens (78prints and 22 digital screens)
- Release being complimented through a 360 degree focused strategic marketing plan with a combined outlay of direct marketing spends and branding associations
- Premiere of the Film was held at PVR Cinemas on Thursday, September 4th , 2008, which witnessed huge turnout and excellent audience response to the film
BIG Pictures, a Reliance Group company, is releasing one of the most eagerly awaited Punjabi films of the year, 'Mera Pind-My Home', worldwide today. The film releases across 100 screens worldwide. In India, the film will release in 44 screens (22 prints and 22 digital). In the Overseas market, the film is releasing with 56 prints across UK, USA, Canada, Australia, New Zealand, Malaysia and Germany.
Directed by noted film director and cinematographer of Punjabi and Hindi cinema, Manmohan Singh, 'Mera Pind-My Home' is yet another masterpiece in Punjabi cinema and is a complete entertainer with the perfect mix of emotions, drama and comedy. 'Mera Pind-My Home' follows closely on the success of Manmohan Singh and BIG Pictures' last Punjabi release, 'Mitti Wajaan Mardi'. Manmohan Singh, also has to his credit superhit films - 'Asa Nu Maan Watna Da', 'Dil Apna Punjabi' J'ee Aaayaan Nu', and 'Yaaran Naal Baharaan'.
'Mera Pind-My Home' also sees, for the first time in the history of Punjabi cinema, the coming together of the two Punjabi powerhouses of talent; Navjot Singh Sidhu, former cricketer and Member of Parliament, and popular Punjabi singer and actor Harbhajan Mann. “Sidhu and Harbhajan are two talented individuals who have put Punjab on the world map. Since my film deals with the theme of self-empowerment and Punjabi culture, there couldn't be a more perfect combination of talent than Sidhu and Harbhajan Mann” says director Manmohan Singh. The film also stars Kimmi Verma, Rana Ranbir, Gurpreet Ghuggi, Guggu Gill, Deep Dhillon, Navnit Nishan, Sheeba Bhakri, Sarabjit Mangat, Prabhsharan Kaur, Sukhbir Singh, Darshan Aulakh and Rupinder Kaur. The music has been composed by Babloo Kumar and lyrics penned by Babu Singh Maan. The vocals have been rendered by Harbhajan Mann, Labh Janua, Rani Randeep and Rana Ranbir. The music of the film was released on August 8th and has been topping the charts on various radio and television countdowns. It is also currently number one across large format retail outlets.
The Premiere of 'Mera Pind-My Home' was held at PVR Cinemas, Ludhiana on 4th September, 2008. The gathering was attended by Guest of Honour- Sukhbir Singh Badal (President, Shiromani Akali Dal), Navjot Singh Sidhu, Harbhajan Mann, Guggu Gill, Rana Ranbir, Director Manmohan Singh and members of the Big Pictures team.
Commenting on the release, Rajesh Sawhney, President, Reliance Big Entertainment said, “ 'Mera Pind-My Home', is a landmark film for Punjabi cinema. We are proud to associate, yet again, with Manmohan Singh, who is a legend in the Punjabi film industry. The BIG Pictures team has aggressively supported this film with branding and marketing initiatives and ensured the widest release ever, for a Punjabi film. I am sure that 'Mera Pind-My Home', with its strong message of self-empowerment will appeal to audiences across generations. Punja-aab Movies International's association with Big Pictures is growing and we are collaborating to make more films together in the future.”
Speaking on the occasion of release, Director, Manmohan Singh, says, “It is an emotional day for me. This film is close to my heart since it carries a message for Punjabi youth. We always talk of Punjabis going abroad and achieving great success there. We Punjabis have made it, because we are hardworking people. But, it is a pity that back home, in our own land the work culture is missing today. Why can't we work here like we work abroad? This question has inspired me to make this film. I believe if we bring that Western work culture back home, we can change the face of Punjab I am glad that we partnered with BIG Pictures who have been instrumental in giving the film widest possible release globally.
There has been a stupendous build up of 'Mera Pind-My Home' towards release through a 360 degrees led cross-media marketing & promotional campaign. Branding associations for co-promotion with the film include Castrol and Reliance Communications. Media tie ups around the film include ETC Punjabi, Zee Punjabi, MH 1, PTC. Online partner for the film is BIGFlix.com, part of the Reliance Big Entertainment group. A microsite of the film - www.merapind.bigflix.com has also been launched. Radio tie-ups include BIG 92.7 FM and Radio Mirchi. Pioneering initiatives have been executed for on ground activation with extensive postering and complimentary music CDs distribution across 520 dhabas in Punjab and music cassettes being distributed to 650 Punjab Roadways buses on prominent routes to create pre release buzz on the film. Theatre activations have been implemented with 'Lucky seat 'contests across Punjab. The film premiere was brought in with a grand road show with the cast and crew aboard a specially created 'Mera Pind' tractor. 'Mera Pind-My Home' road shows are being executed in Chandigarh, Jalandhar, Amritsar, Patiala, with the cast and crew of the film visiting cinemas to interact with audience.
'Mera Pind-My Home' is woven around the backdrop of a Punjabi village & the challenges that the villagers face in their day-to-day lives. Navjot Singh Sidhu, a rich fun loving NRI moves back and settles down in a small village of Punjab & brings in the spirit of self-empowerment among the villagers. The lives of the youth, led by Harbhajan Mann, are transformed by Sidhu's simple but extremely enterprising initiatives. As time goes by, the village is transformed into a sparkling hamlet and this becomes a model for surrounding villages that start aping the message of self empowerment.
About Reliance Big Entertainment
Reliance Big Entertainment is the flagship Media and Entertainment Company of Reliance - Group, with significant presence in film entertainment, broadcasting and new media ventures.
RBEL is investing over USD 1 billion in its Filmed Entertainment business and will commence roll-out of its first set of Indian movies later this year.
The company has already signed a slew of top-end directors/producers, including Farhan Akhtar and Ritesh Sidhwani's Excel Entertainment, Vidhu Vinod Chopra, Madhur Bhandarkar, Shyam Benegal, Sudhir Mishra, Vipul Shah, etc. Reliance Big Entertainment also acquired majority stake in ND Studio in Karjat earlier this year. Company has also built a state of the art animation studio in Pune: Big Animation, which will release its first movie later this year.
Reliance Big Entertainment recently announced development silos with Nicolas Cage's Saturn Productions, Jim Carrey's JC 23 Entertainment, George Clooney's Smokehouse Productions, Chris Columbus' 1492 Pictures, Tom Hank's Playstone Productions, Brad Pitt's Plan B Entertainment and Jay Roache's Everyman Pictures.
Adlabs, a Reliance Group Company, operates largest number of multiplex screens in India. Adlabs recently acquired 251 screens in the US and 51 screens in Malaysia.
Reliance Big Entertainment recently acquired iconic Lowry Digital Images, a leading image enhancement and restoration services company in the US.
The company has the largest FM radio network spanning 44 stations, offline and online movie rental business – Bigflix.com, and owns other leading new media initiatives like Zapak.com [No. 1 online games portal in India], Bigadda.com [No. 1 Indian social network] and Jump Mobile [leading mobile gaming company that recently tie-up with Manchester United].
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Preeti Puri Sharma
Vice President, PR