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Home Campaigns

PFT’s digital film for Coats spins a powerful tale around the upcoming Kite Festival

by MN4U Bureau
January 11, 2019
in Campaigns, Featured
Reading Time: 2 mins read
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PFT's digital film for Coats spins a powerful tale around the upcoming Kite Festival

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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’.

Umesh Bopche
Umesh Bopche

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 :

Tags: dor ekkite flying festival Uttarayanmayne anekPFT's digital film for CoatsPrime Focus TechnologiesRajesh SatijaUmesh Bopche

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