Mumbai: India’s famous kite flying festival, Uttarayan, is celebrated across the nation with great fervor. In many states, festivities include a streak of competition, as kite flyers strive for their moment of glory by outsmarting the other. Prime Focus Technologies’ latest digital film for Coats brings to life this fun-filled occasion, with a focus on strengthening familial bonds. The protagonist of the film brings all his family members closer together by baiting them to compete against one another. The narrative reflects a playful demonstration of one-upmanship, with the kite string or ‘dor’ drawing individuals out of their shells to become a part of a community activity and re-connect with one another. The film also features a compelling campaign theme and background score – ‘dor ek, mayne anek’.
According to Umesh Bopche, Vice President, Sales & Business Development, PFT, “Coats is an integral part of any Indian kite flying event, with a majority of industry players opting to use Coats’ high quality, cotton kite flying threads. Through this film, we wanted to highlight how they help people across the country enjoy the vibrant, sporting spirit of Uttarayan.”
Rajesh Satija, Vice President Marketing, Coats India added, “Coats is world’s leading manufacturer of industrial threads. In India we are market leader in sewing thread and kite flying thread. Come January, and our products take on a special significance during the Kite Flying festival. We are extremely happy with the way PFT created this film as an endearing slice of life that audiences can easily relate to.”
Client: Coats
Agency: Prime Focus Technologies
Executive Producer: Pranav Chaturvedi
Directed by: Albin Jaison
Producer: Vishal Shetty
Copywriter: Namrata Patnaik
Director of Photography: Akhilesh Shrivastava
Chief AD: Nitin Sharma
2nd AD: Onkar Savadi & Ananya Agrawal
Casting Director: Saleem Ahmad
Line Producer: Siva Konar & Shailendra Kaushik
Production Manager: Aadil Khan & Mohammad Kaif
Art Director: Priti Gole
Costume Stylist: Divya Puri
Hair and Makeup: Soniya Batra
Music Director: Sukhamrit & Sachin
Spot team: Lakhan Sahani & Team
Film Link :
