Bollywood's living legend Amitabh Bachchan has done a multi-media campaign for prime minister Narendra Modi's Jan Suraksha schemes without charging a penny. Bachchan not only accepted the responsibility but also spent more than 10 hours in the scorching heat at the shooting locations and personally dubbed the fims. He spared two days of his precious time for this.
His unmatched acting skills and seamless dialogue delivery gave a different dimension to the films. The schemes, viz., Pradhan Mantri Suraksha Bima Yojana, Pradhan Mantri Jeevan Jyoti Bima Yojana and Atal Pension Yojana are primarily targeted at the middle and lower-income strata. "Amitabh Bachchan's electrifying presence elevated the enthusiasm of the whole unit," as said Vinita Jain, director of Prachar Communications Ltd., the advertising agency executing the campaign.
"We saw the need of a respected and credible national icon to communicate and educate the target audience for investing in Jan Suraksha schemes…undoubtedly who else but Amitabh Bachchan was our ultimate icon," said Jain.
The support from the ministry was unmatched and they unanimously agreed on the choice. Shreekumar Menon, director of the ad film appointed by Prachar, has earlier worked with Bachchan on various projects. Menon has never compromised on anything and gave his poignant touch to the film which was shot at indoor as well as outdoor locations. Pracahar delivered the film in a record deadline of four days and the film was on air on seventh day on major national and news channels.
"The film could not have become a reality within deadline without the motivation and co-operation extended by the department of financial services, ministry of finance. Their valuable brief and support even at the cost of extended working hours greatly helped us achieve this challenging assignment," added Jain.
