India's epic love saga gets an artistic tribute.
For the first time Star Gold Select gave its viewers a chance to watch the epic historical drama film Mughal-e-Azam in black and white and the colourised version. To celebrate the release, the Star Gold Select team organised an ambitious Mughal-e-Azam Art Project with the creative fraternity.
Ten artists from India, Poland, Spain, UK, US and Peru came together to reimagine and create their interpretation of Mughal-e-Azam. The public space, a wall in Mahim, came alive with Anarkali and Salim’s story of passion, conviction and fearless love, rekindling people’s interest in the grand epic. These were also captured in a film that was released on social media platforms.
“Even 57 years after its release, Mughal-e-Azam continues to stimulate imagination and inspire people across age groups. We thought that an artistic tribute to one of the greatest art works of the country would be apt.”
Hemal Jhaveri, Hindi Movies Business, Star India
The film was enough to inspire the artists. “The movie is an absolute visual treat,” says Chetana Bangar, a participating artist. “Its lavish sets, extraordinary costumes and stunning cinematography are an inspiration for young artists. I truly think that the movie deserved the unique tribute planned by Star.”
Artist and illustrator Broti Bhattacharya's created his artwork in black and white to celebrate the era of monochrome movies and also give it a contemporary touch. Digital artist Christian Hova used geometric shapes and vintage colours to recreate the entire story of the film on his poster.
At home in Mumbai, on Star House’s external walls, we hoisted a 4000-square-feet, larger than life, Mughal-e-Azam poster to build intrigue towards the release.
“We strive to rekindle the magic of our classics and are glad that the campaign was well received.”
Hemal Jhaveri, Hindi Movies Business Star India
“When Star briefed us on the project, I remember thinking that it was the wrong timing, the wrong day, the wrong duration” Walter Noronha, SVP, Account Management at Ogilvy and Mather.
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