Mumbai: Celebrating the many facets of fearless India and bringing alive the brand’s philosophy of ‘Bhula de darr, kuchalagkar’, Star Bharat unveils a campaign to further communicate the channel philosophy and inspire the nation to be fearless. Maestro A.R. Rahman’s stirring signature music for Star Bharat is used in these films adding further weight to the thought, Bhula de Darr.
Leading the movement “Burn your Fear” are icons of the nation. MS Dhoni, Mithali Raj and Ajay Devgn who come together in the campaign produced and directed by Star India’s creative team in association with Leo Burnett who created the campaign idea and script. It shows these icons taking the first step and revealing how they overcame their fears and fulfilled their potential and dreams. Their act of proclaiming their deepest fear and “burning it” sends the message that on the other side of fear lies glory, thus encouraging Indians to overcome fears, roadblocks and limitations.
“As a society we instill fear from childhood right up to adulthood”, says Amit Chopra, CEO, Entertainment, Star India, “Of course, this is disguised as caution, prudence or even concern. But the fact of the matter remains that this fear holds us back from achieving our dreams or, maybe even dreaming. “Burn your Fear” inspires people to conquer their fears, unleash their true selves and chase their dreams. Just like the icons in our brand film. The campaign which culminates this Dussehra will be all about burning one’s fears.”
In the promo film MS Dhoni talks about how he had to grapple with the security that his job with the Railways entailed and his dream of being a cricketer. “Cricket meinbhi career nabana, aur ye naukribhihaath se gayitoh?, he says. “Agar life meinkuchhalagkarnahai.Tohissdarrkasaamnatohkarna hi padhega. Yaaniissdarrki wicket tohgiraanipadhegi.”
Mithali Raj was dissuaded from pursuing cricket. “Jab maine Cricket koapna career banaanekasocha, tohsabnekaha main bahutbadhigaltikarrahihoon. Women’s cricket kaundekhtahai, she notes in the film. “Per cricketer bannatha, tohbannatha” Today she is an inspiration to millions of girls and boys alike.
Ajay Devgn’s debut film involved a stunt with two bikes. In the promo he talks about how people around tried to stop him from undertaking this dangerous act. “Sabnesamjhayabevakoofimat kar. Kuchgadbad ho gayitohtera career shuru hone se pehle hi khatam ho jaayega, he reminiscences. “Jhootnahibolunga, darrtohbahutlagatha. Kahinmeripehli film meriaakhrina ban jaye. Par uss din, agar main darr se darrjata, tohjoaajhoonvokabhina ban pata.”
The ace actor SidharthMalhotra along with the other Bollywood personalities will be seen joining the campaign later.
The brand campaign will go live across Star India network along with social media; encouraging the nation to share their fears and take the first step towards overcoming them in the journey to achieving their dreams.