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01-26-2010, 02:41 PM #1
India sings again with launch of `Phir Mile Sur`
Zoom recreates the iconic national song for young India on Republic Day, January 26 from 7 am
Circa Aug 15th 1988, “Mile Sure Mera Tumhara” - The iconic song was premiered on Doordarshan and instantly became India’s beloved melody. It featured many national icons of the time, including, Amitabh Bachchan, Pandit Bhimsen Joshi, Kamal Hassan, Balamurlikrishna, Lata Mangeshkar, Prakash Padukone just to a name a few.
“Mile Sur Mera Tumhara” showcased the diversity of India to establish its message of unity. The song captivated and enthralled every Indian and an entire generation vividly recalls the iconic opening lines sung by Bharat Ratna Shri Pt. Bhimsen Joshi.
‘Mile Sur Mera Tumhara’ was conceptualized & conceived by the late Suresh Mullick of of O & M Advertising.
Today, the message of the song and its concept are as relevant. Zoom has therefore conceived and produced the Phir Mile Sur project which is an initiative of The Times of India Group and Vodafone Essar. Arti and Kailash Surendranath have once again recreated their magic with Phir Mile Sur. Other associates involved with this project include Kingfisher Airlines, Taj Hotels Resorts and Palaces and Radio City 91.1 FM.
Phir Mile Sur was appropriately launched on the eve of Republic Day, at a grand event at the Taj Land’s End, Mumbai. The film was released at the hands of legendary, Mr Amitabh Bachchan in the presence of many other celebrities and dignitaries.
More than 60 of India’s icons have lent their support to this initiative which has taken almost a year to create. It took more than 60 days of on-location shoot, across 15 cities of India, 30 days of post production, 22 of India’s biggest superstars, 18 of India’s best musicians, 13 of India’s best artists and singers, 15 of India’s most renowned icons to create this magnum opus. Each artist speaks of a cause and the video is shot at places which have historical value and significance.
Zoom creates content roadblock with Phir Mile Sur – The Song of India on 26 January starting 7am. Zoom’s partner network, Times Now will also air the program several times starting 26th January. Zoom has also given airing rights of the iconic song to all major TV and Radio networks in the country. Doordarshan with all its kendras is also expected to air the program.
Accentuating the need of the hour and further re-enforcing the initiatives of the Group, MD – Times Group, Vineet Jain, added “In the face of any issue, the nation has always looked to its leaders, its icons and its media to show them the way.
And we at Times Group have always taken pride in supporting change through positive re-enforcement using our mediums of news and infotainment which is why, when Zoom produced Phir Mile Sur using celebrities and music to culturally unify the youth of the nation, the Group fully supported this endeavor.
The song is like an alternative anthem and a rediscovery for todays younger demographic. An important lesson in harmony and unity using popular culture, in a trying time. We are proud to re-present Phir Mile Sur!”
Speaking on their association with the project, Mr. Marten Pieters, Managing Director & CEO, Vodafone Essar, said, “Phir Mile Sur captures the true spirit of contemporary India and will hopefully also resonate with new generations. As a responsible company, being part of this society, we are delighted to support this commendable endeavour.”
Phir Mile Sur has a freshness that reflects the enthusiasm of modern India, a tune and lyrics that every Indian today can relate to and which would further ignite the passion for India and its diversity. The languages are many, however Phir Mile Sur speaks a common and universal language - that of love for the motherland and its people.
Commenting on the initiative, Mr Kailash Surendranath from Kailash Picture Company said, “It has been an incredible journey creating ‘Mile Sur Mera Tumhara’ which was a mosaic of so many different personalities from various walks of life and regions in India. Today, we feel the same emotions gushing, after a span of two decades. So many things have changed in India - growth, prosperity, the economic scenario, however, as citizens of this wonderfully diverse country, our feelings for India have only grown stronger and we hope that Phir Mile Sur will further strengthen this bond. ”
With more than 40 million viewers, Zoom is the destination for young India, says Suresh Bala, CEO of Zoom. Besides, Zoom is also India’s dominant Bollywood infotainment channel. And Bollywood has the greatest impact and influence on young India. These two features along with our Times Group pedigree make Zoom the perfect home for Phir Mile Sur.
He further added, “When we first conceived the project we found it daunting. But once again the biggest names of Bollywood, the music world, sports stars, regional superstars, all came forward to make this happen. We are deeply indebted to each and every one of them for their selfless contribution towards this project. I sincerely believe that young India will embrace this song and make it their own”