Monday, March 21, 2022
Thursday, March 17, 2022
Kashmir Files: Film Or A Brand Integration Project For A Party?
Everybody...literally everybody in India is watching, talking, thinking and writing about Kashmir Files!
Kashmiri Pandits are thanking Vivek Agnihotri!
PM Narendra Modi is applauding the film. States are making it tax free. Some CMs are giving a half day leave to their subordinates to watch the film. And twitter is filled with it's praise!
I have a couple if Kashmiri Pandit friends too. They are actually my batchmates from the Engineering college in Maharashtra I studied from.
Yes! They had a quota in Maharashtra Engineering Colleges as rightly said in one of the dialogues in Kashmir Files.
My Kashmiri friend was the first one in the group to watch the film along with her parents. She just said that it's a good film and everything that is shown in Kashmir Files by Vivek Agnihotri is true!
I also saw a viral video of a Kashmiri woman crying and hugging Vivek Agnihotri outside a theatre after watching the film. She said Vivek is the only one to understand their pain.
I can totally understand when a Kashmiri Pandit says that.
No matter how much we see or read about their ordeal, we'll never be able to feel what they felt.
It is obvious for them to ignore everything else in the film, other than the pain and sufferings which no doubt was accurately protrayed and was necessary to be protrayed accurately.
But if you read between the lines, or aptly speaking, if you hear between the dialogues of Kashmir Files, you will definitely find an agenda. An agenda, to subtly tell how only one government (read party) has understood the pain of Kashmiri Pandits.
Yes my Kashmiri Pandit friend met me in an Engineering College at Maharashtra. But when the Kashmiri lady in the camp says this specifically by insisting on Balasaheb Thakre Ji's name, it feels like a subtly done brand integration.
When Prof. Radhika (Pallavi Joshi) says that only the present Govt. is with the Kashmiri Pandits, it feels like a very subtly arranged brand integration.
There are many such subtle brand integrations in Kashmir Files which we tend to miss consciously, but subconsciously it will stay with us, at least until the next big elections in 2024. If not, then more such subtle brand integrations are definitely on the way!
That's how brand integrations work. You will see your favourite hero using a product very casually in the film, or a heroine talking about it in a vlog made about her daily skin routine. You will not even know when you'll fall prey to their advt. and end up buying that brand!
The brand integration done in Kashmir Files gets a silver seal when even the PM promotes it.
I wonder why Shikara by Vidhu Vinod Chopra was never promoted in this way? It's a beautiful film narrating the ordeal of Kashmiri Pandits (of course without the brand integration or the hate mongering).
This reminds me, "hate" is another powerful tool used by Kashmir Files to make sure that last nail is hit!
So, yes! Do watch the movie... but remember it is an advertisement too... ki kya aapke zakhmo par namak hai? Agar nahi toh...hum lekar aaye hain namak se bhapoor ek film...sirf aapke zakhmo par chidakne ke liye!
Because as rightly said in Kashmir Files itself, that no one wants a solution! No one wants justice for Kashmiri Pandits!
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