In an era where entertainment brands are increasingly aligning with social impacts and societal changes, films and shows are not far behind. Many such titles are trying to not just entertain but also instigate a positive change by addressing crucial social issues. These titles try to erase boundaries between screens and create a positive impact on society. After all, why can’t they both go hand-in-hand?
Let’s explore the impactful campaigns that have successfully bridged the gap from the screen to society, leaving a lasting imprint on real-world challenges:
‘Lakadbaggha’ – Collars For Compassion
The ‘Lakadbaggha’ campaign shines as a symbol of compassion toward our canine companions, mirroring the film’s storyline. The Zee5 team designed protective collars for stray dogs, prioritizing their safety and overall welfare. Subsequently, these collars were donated to an NGO committed to animal well-being, instilling a sense of duty and care for our furry friends. This campaign was initiated to address the central theme of the movie, which revolves around an animal-loving vigilante. The campaign aimed to extend the movie’s message of empathy towards animals to real-life situations.
‘Jaanbaaz Hindustan Ke’ – Bridging The Gap Between Police And Community
Zee5 made a groundbreaking move through ‘Jaanbaaz Hindustan Ke’ by bringing onboard Kiran Bedi – India’s first and highest woman-ranking officer for a fireside chat with the show’s leading lady and reel-life IPS officer, Regina Cassandra. The objective was to provide insights into the duties, responsibilities, challenges and bravery of women officers in uniform and strengthen the bond between law enforcement and the community. This campaign was driven by the plot of the series where IPS officer Kavya Iyer investigates a nationwide bomb attack. The fireside chat with Kiran Bedi was a strategic move to provide insights into the real-life challenges faced by women officers, fostering a connection between the police and the community.
‘Chhatriwali’ – Empowering The Slums Through Education
Rakul Preet Singh, in ‘Chhatriwali’ undertook a mission to empower the underprivileged by educating them on sex education. This campaign involved distributing books on sex education, placing a crucial emphasis on the importance of sex education for all age groups and strata of society. This initiative aimed to empower the underprivileged, aligning with the movie’s mission of educating the underprivileged on sex education. Rakul Preet Singh’s involvement in distributing books on sex education reflects the film’s focus on breaking societal taboos and providing valuable resources to marginalized communities.
‘Prema Vimanam’ – Movie Magic For Orphaned Hearts
Zee5’s ‘Prema Vimanam’ initiative took flight with an exclusive trailer launch for the children of an orphanage. Infusing the magic of cinema into their lives, Zee5 crafted a memorable experience, aiming to spread joy and foster a meaningful connection with those who may often feel marginalised. The film’s narrative follows two ambitious kids hailing from a remote village. Despite their humble surroundings, these two youngsters dream of boarding a flight, symbolising aspirations beyond boundaries – a valuable message for all to dream big and to chase one’s dreams no matter what.
‘Tarla’ – Celebrating Unsung Heroes
Seeking to achieve something significant in life, Tarla Dalal rebels against societal expectations to empower herself and other women through the art of cooking. She proves that food is the biggest love language in the world. So, to celebrate the release of the film ‘Tarla’, lead actors Huma Qureshi and Sharib Hashmi decided to embody the spirit of Tarla Dalal in real life and paid tribute to the often-unsung heroes of Mumbai’s lunchbox delivery system – the dabbawalas by treating them to a surprise lunch. Huma and Sharib reversed roles and hand-delivered dabbas to the Mumbai dabbawalla community and celebrated the release of the film by having a special Gujarati meal with them. This seemed like the perfect way to honour the everyday heroes who deliver food to Mumbai’s working class and to celebrate the release of the film.
‘Duranga’ - Empowering Women In Law Enforcement
The psychological thriller series ‘Duranga 2’ highlights the issue of identity theft alongside championing the narrative of a driven female cop. Following the trailer launch of Season 2, the leading star-cast of ‘Duranga 2’ Drashti Dhami and Amit Sadh visited the female police force at New Delhi Headquarters to discuss and deliberate on the struggles and achievements of women in the field of law enforcement. This engaging interaction delved into the real-world struggles and difficulties faced by these women officers, aiming to not only inspire but also recognise their remarkable contribution towards the development and protection of society.
Which of these films and social campaigns were most loved by you? Share your thoughts with us.
