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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.

    Home » Press & News » Press Releases » #KoolWithKulerAchaar – Initiative by SVF X Radium to glint up Kolkata’s every nook and cranny

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    #KoolWithKulerAchaar – Initiative by SVF X Radium to glint up Kolkata’s every nook and cranny


    Jul 21, 2022

    Kolkata, 20th July 2022, Wednesday: As the audience gears up for the most talked film of SVF’s Kuler Achaar, the makers have decided to augment the promotions for the film with innovative proposition at every step.  The makers decided to glint up Kolkata’s every nook and cranny with ‘#KoolWithKulerAchaar’, an initiative taken up for the first time for any film in Bengal with Radium Management Services Pvt. Ltd.

    ‘Kuler Achaar’, is a tumultuous joyful ride that tells a story revolving around the willingness of a lady to keep her maiden surname and the comedic yet poignant complexities that revolve around the idea. Based on this, the activation concept revolves around “Living your surname VS Leaving your surname.”  

    The ensemble cast includes Indrani Halder, Neel Mukherjee, Madhumita Sarcar and Vikram Chatterjee written & directed by Sudeep Das. The idea brings out a simple game of changing surnames and the ground activities at different locations held a great participation in its course of action. With huge anticipation the team recorded humongous participation in the last three days. The whole tenure of the activity is of seven days. 

    The presumptive outcome of the challenge resulted during altering the ‘surname’ to not be flawless & full of fumble & stammer, marking the importance of one’s real name. This becomes the first of its kind to be introduced in Bengal for a film and will be a star attraction for k families as they soak their spirit into positive societal change. 

    Excited by the phenomenal response, Subhadip Choudhury, Co-Founder & Director of Radium Management stated: “I am overwhelmed with the amount of participation we are receiving, every time a new participant brings out a different perspective. The audience is accepting contemporary issues positively and we hope it really leaves a mark.” 

    Kuler Achaar, is an out-and-out family drama that is not only women-esque in its narrative but also puts equal effort in upholding the true nature of bond & affection a family should ideally share. The film was released in West Bengal on 15th July 2022 and will be released internationally amidst excitement across various parts of USA including Texas and California on 23rd July 2022. 

    For further information, please contact: 

    Ausmita Sengupta – 8961714266 

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