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.

Power Couple – Raj Chakraborty & Subhashree Ganguly feature together for their first brand collaboration with SVF Brands and Berger Paints India

Kolkata, 6th September 2020: SVF Brands and Berger Paints India collaborated to launch a thoughtful ad campaign titled Breathe Easy which features star couple and parents-to-be, Raj Chakraborty and Subhashree Ganguly. The pro-environment campaign stresses on the importance of having safe interiors as a precautionary measure to tackle the pandemic. It is an exclusive initiative to create an eco-friendly, safe space for the family members especially children and the elderly.

Owing to the present situation of the pandemic, it has become extremely important to maintain a healthy lifestyle, practice rigorous personal hygiene routines such as wearing masks, sanitizing frequently and using disinfectants wherever necessary. However, to ensure an all compassing well-being, it is imperative to ensure safety not just when we step outside, but also inside our home. Berger Silk Breathe Easy is the answer to safe interiors as its antibacterial, antipollution and environment friendly composition benefits not only the walls in terms of its durability, but also helps in keeping our homes healthy and loved ones safe. 

With Subhashree being a mother-to-be, for whom a safe environment is the need of the hour, the power couple of Tollywood is the perfect choice for Berger Silk Breathe Easy. Through the lives of Raj and Subhashree who are featuring in an ad for the first time as a couple, the campaign seems to have found the perfect fit between the storyline and what the brand wanted to focus on. The shoot was executed under strict safety protocols to bring forward a compelling storyline which resonates with every individual, family and parent-to-be. Whereas Raj Chakraborty debuted with SVF as a director with Chirodini Tumi Je Amar, gave the industry back to back blockbusters, then relaunched Subhashree in Challenge which was also produced by SVF and later went on to become a sensation at the box office, SVF has been an integral part of their struggles and success. Through this ad campaign, SVF found yet another opportunity to be a part of their new chapter of life.

Subhashree Ganguly, elated about associating with SVF Brands said, “Working with SVF has always been a pleasure. SVF Brands has opened up a new avenue for artistes to work on different projects and we are glad to be a part of their new journey.” 

Happy to work with his wife, Raj Chakraborty exclaimed, “This is the first time that Subhashree and I are collaborating for a brand together as a couple. We are thankful to SVF Brands for giving us this memorable opportunity to us during such a time when the right kind of message needs to come across.”

Head of SVF Brands, Arindam Biswas said, “The idea of creating a story-led realistic campaign came when we first studied the brand brief of Berger Silk Breathe Easy. The connect that Raj and Subhashree had with the audience when they first announced their pregnancy on social media was massive. The team thought that this would be a perfect match to bring together real-life parent-to-be, the safety concern that we are facing and Berger Silk Breathe Easy as a solution. Berger stands forward as brand which believes in the core values of life and they strongly resonate with the consumers in whatever they communicate and launch, through each of its products. We took strict measures to shoot with Raj and Subhashree and the final campaign strongly brings forward the story we wanted to tell. “

Sudhir Nair, GM Marketing at Berger Paints India added, “It is our 3rd campaign with SVF Brands and we are glad it has come out exactly the way we wanted it to be. When SVF Brands came up with this concept and the idea of involving real-life couple Raj and Subhashree, the core value of Berger Silk Breathe Easy perfectly blended in with what we wanted to achieve with the campaign. Breathe Easy with its anti-bacterial, anti-viral, anti-pollution and environment friendly benefits makes our home safer. We, at Berger, strongly stand for healthy living for our loved ones. I am sure this campaign will be appreciated by all and we look forward to more such campaigns with SVF Brands in the future.”

Watch the TVC here: bit.ly/BergerSilkBreatheEasyAd

 About SVF Brands:  

With the growing demand for branded content and brands taking the digital route to communicate with their consumers, the need for quality storytelling, best in class production, right platform for content distribution and key communication strategies 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 in the East Market. With collaborations with brands like Google, ITC, Joy Cosmetics, Vivel, Xiaomi, Tata Structura, Tata Pravesh, Mankind Pharma, Dabur, MP Birla, Garnier, Max Fashion and more in its pocket, the vertical is focused in changing the way brand storytelling happens in Eastern India and providing content solutions across other verticals like in-film branding, content integration in web series, product launch, celebrity endorsements and influencer activities, digital content creation to creating national TVCs for brands.