&pictures all set to air premiere ‘Article 15’ on 19 Oct
MUMBAI: Hindi movie channel &pictures is all set to air the World Television Premiere of Article 15 on Saturday, 19th October at 8 pm.
Article 15 is a crime drama film written by Gaurav Solanki and Anubhav Sinha and directed by Sinha. The film was produced by Sinha under the banners Zee Studios and Benaras Media Works.
It stars Ayushmann Khurrana, Isha Talwar, Sayani Gupta, Kumud Mishra, Manoj Pahwa, Veen Harsh, and Sumbul Touqeer, and follows a police investigation that commences after three teenage girls go missing from a small village.
Ahead of the World Television Premiere of Article 15, &pictures kickstarted a movement called #BurnTheBhedhBhaav, focussing on Article 15 of the Indian Constitution that prohibits discrimination on the grounds of religion, race, caste, sex or place of birth.
Attempting to make a difference, this campaign urges Indians to imbibe the spirit of our constitution and stand against discrimination in all aspects. As a part of the campaign, &pictures has curated short films that showcase instances of discrimination and how we can #BurnTheBhedBhaav through inclusiveness. These videos break the myth of discrimination is a rural phenomenon rather it is also quite evident in metro cities.
As an extension of the activity, &pictures created awareness through communication in trade offices that highlighted ‘Article 15’ from the Indian constitution. Through this &pictures wants to put forward the point that while reading the constitution is one thing, but one should also imbibe the essence of the constitution. With this, we aim to urge people to take a pledge for themselves that will help to bring about a change in today’s society.
Zee Hindi movie cluster business head Ruchir Tiwari said, “The Constitution of India has a special provision to safeguard the interest of its citizens in the form of Article 15. Fabulously capturing the essence of this article, director Anubhav Sinha has provoked the audience to look deeper into caste discrimination with Article 15. &pictures – Naye India Ka Blockbuster Movie Channel as always believed in showcasing progressive content that creates a spark of conversations among the viewers. Similarly, with the World Television premiere of Article 15, we want the citizens to ponder over this fact and take a conscious decision this Diwali to burn the sentiment of ‘Bhed Bhaav’ that we all carry in our subconscious minds.”
ZEEL chief marketing officer Prathyusha Agarwal said, “At some point in our lives we all have been victims of discrimination, which may have happened unintentionally or intentionally. To spark sensitivity and change, this Diwali, we at &pictures have devised a campaign #BurnTheBhedBhaav to eliminate the problem of casual discrimination that still exists in our nation. To deliver the hard-hitting truth about this social stigma, we have created persuasive thumb stopper videos that will make one question one’s own conscience. We have also tied up with our trade partners for brand activations that highlight the true essence of ‘Article 15’ and encourage them to participate. With this special initiative, &pictures wants to gift the nation a discrimination-free Diwali.”