Jio Studios and SVF Entertainment Unveil Trailer for "Athhoi," A Modern Interpretation of Shakespearean Drama- Othello The film is slated to grace the silver screen on June 14th! “Truths are illusions of which we have forgotten that they are illusions” --- Nietzsche Kolkata, June 06th, 2024 – Jio Studios and SVF Entertainment have released the highly anticipated Trailer for "Athhoi," just one week ahead of the film's premiere. The trailer offers an enigmatic glimpse into the human heart and society, promising a captivating cinematic experience. "Athhoi" captures the essence of Shakespeare's exploration of human emotions, portraying love, deception, and rivalry in a contemporary setting. It begins with a powerful depiction of the human existential crisis, examining the dichotomy of good and bad, and how society provokes these internal conflicts. The trailer sparks conversations about love, jealousy, and ambition in today's world, delivering a profound message on the concept of truth and challenging our conventional understanding. The film features a stellar cast including Arna Mukhopadhyay, Anirban Bhattacharya, Sohini Sarkar, Ditipriya Roy, Mimi Dutta, Arpan Ghoshal, Kaushik Banerjee, and other important cast – crew members. Arna Mukhopadhyay, the Director and the Actor breathing life into Dr. Athhoi Lodha (Othello), shared his thoughts, "'Athhoi' is a labour of love that has taken years to bring to fruition. With this trailer, our aim is to delve deep into the complexities of human emotions and present a modern interpretation of Shakespeare's timeless tale. Through this film, we hope to evoke profound emotions and reflections." Anirban Bhattacharya, who plays Gogo (echoing Iago from Shakespeare's original work) and serves as the Creative Director, expressed his sentiments, "We were clear from the beginning on how to create this Shakespearean world. Every shot division was meticulously planned, and our team worked tirelessly from pre-production to post-production. As the release date approaches, there is a mix of excitement and nervousness. We hope for the best." Sohini Sarkar, who brings to life the spirited and intelligent character of Diya, reminiscent of Desdemona, remarked, "Playing Diya was a transformative experience. This role allowed me to explore the depths of human resilience and vulnerability. 'Athhoi' invites audiences to question and feel, making it a truly immersive journey." Set for release on June 14th, "Athhoi" is poised to be a cinematic milestone, eagerly awaited by audiences worldwide. Through its innovative interpretation, the film promises to offer a thought-provoking exploration of jealousy, ambition, and love today.

Hindustan Unilever – Sunlight gets SVF Brands on board to weave magic this Puja Season with #SunlightJibonerRong

Kolkata, 17th October 2020: The festive season across India is here and we are amid the Pandemic. Hindustan Unilever’s detergent brand Sunlight, wants to tell people that we can still make the best of the situation, enjoy the myriad colors of Pujo and live life in colour. Mindshare India joins hands with SVF Brands to conceptualise and create Sunlight’s Durga Puja campaign #SunlightJibonerRong – that celebrates the colours of life through a music video featuring renowned Tollywood actors, Alaknanda Ray, Srabanti Chatterjee and Abir Chatterjee. The original track of the Sunlight TV Commercial created by Ogilvy India was loved extensively by the audience. The brand decided to respond to this demand for an encore by creating this music video. The track is composed by Ranajoy Bhattacherjee and was sung by Bengali playback singer Lagnajita Chakraborty, that upholds the worth and beauty of life through its enchanting lyrics.

Directed by Dhrubo Banerjee, the music video exhibits the magnificent display of a Kolkata’s “Bonedi Bari” Durga Puja thereby setting a perfect festive mood for the audience. The video infused with a grand sense of festivity, nostalgia and beautiful inter-personal family moments will not only resonate but also elevate the viewers current state of mind. The video shows Alaknanda Ray taking a trip down the memory lane and reliving a puja from years ago. We see her younger self, played by Srabanti Chatterjee, actively taking part in the puja preparations at their home, and having a wonderful time with her daughter and husband. Amidst all the celebrations, her husband, played by Abir Chatterjee, gifts her a beautiful saree which she wears during the aarti. The flashback ends and we see her present self-head to the wardrobe and takes out the same saree which even now looks as good as new. The video ends with a very heart-warming feeling about family and life thereby also telling people that no matter the situation, Sunlight wants you to live life in colour and hold on to the colours of life forever. The campaign essentially brings forth the true essence of puja through its content even though we are stuck in the unprecedented pandemic.

Dhrubo Banerjee, the director of the ‘Sunlight Jiboner Rong’ music video said, “My main focus was to make the video resonate the lyrics of the song. The scenes of the videos are capable of evoking a feeling of happiness and positivity amongst audience. It is always an honour to work with Alaknanda Ray. Both Abir and Srabanti have helped me fulfill the vision of the song. I hope this Puja song urge help people to enjoy the different colours of Durga Puja.”

Arindam Biswas, Head of SVF Brands said “We are elated to work with Hindustan Unilever for the first time. Re-creating this iconic song for Sunlight was enlightening as was working with a talented team of actors. The campaign beautifully expresses the essential features of Sunlight as a brand in the light of festivity. This year Durga Puja is unfortunately not the same as always because of Covid. Amongst the infelicitous situation right now, the aim of the campaign was primarily to spread positivity and raise hope in the minds of the audience. The goal was to deliver an emotional content to the audience that they can relate to, also with the brand message perfectly embedded in it. I hope the campaign receives positive feedback as we are looking forward to do more such exciting work with Hindustan Unilever and Sunlight team.”

Nitish Bhalotia, GM Fabric Care, Hindustan Unilever added, “Sunlight is an iconic brand in West Bengal and the brands message is all about celebrating the colours of life. It encourages people to “live life in colour” whatever be the context or situation. This year Durga Puja will be different because of Covid and through this video song #SunlightJibonerRong we want to inspire everyone to be safe, make the most of the situation, keep their spirits high and enjoy the myriad colours of the Pujas.”

Ranajoy Bhattacherjee, the music director and lyricist of this song shares, “I had a fantastic experience creating this song #SunlightJibonerRong. The song is looking and sounding so emotional and it captures the essence of Durga Puja so beautifully. I hope people will love it.”

Watch the colourful music video here: bit.ly/SunlightJibonerRong_SVF

About SVF Brands:

With the growing demand for branded content and brands taking the digital route to communicate with the consumers, the need for quality storytelling, best in class production, right platform for content distribution and right messaging for storytelling in form of influencers & celebrities is the need of the hour. SVF Brands is the newly formed vertical by SVF, a dedicated department which has the right set of team members who can build a story for a brand from scratch, execute, deliver and analyse what can work for any brand for the east market. With collaboration with brands like Google, ITC, Joy Cosmetics, Vivel, Xiaomi, Tata Structura, Tata Pravesh, Mankind Pharma, Dabur, MP Birla, Garnier, Max Fashion, the vertical is focused in changing the way brand storytelling happens in Bengal and providing content solution across verticals like in-film branding, content integration in web series, product launch, celebrity endorsements and influencer activities, digital content creation to even creating national TVCs for brands.

About Sunlight

Sunlight is an iconic brand in West Bengal. Trusted and loved by millions, Sunlight reaches almost 3 out of 4 households in West Bengal every year. It is the market leader in the laundry segment in West Bengal. As a brand it has unparalleled equity on ‘Color Care’ of clothes led out its ‘Color lock technology’. Available as a powder, liquid and soap, Sunlight is continuously innovating to ensure that it delivers best in class Clothes Care. At Sunlight we believe that colors make life beautiful and our endeavor is to enable everyone to “live life in color”.