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Mumbai, June 22 2020: The curated streaming service MUBI has announced that it will be bringing over 200 new Indian films, including titles from acclaimed experimental director Amit Dutta to its <keyword id="7908455" type="UNKNOWN" weightage="20" keywordseo="MUBI-India">MUBI INDIA</keyword> channel starting next month. Partnerships with local distributors including AP International, FilmKaravan, GoQuest, Matra Publications, NFDC, Niv Arts, Shemaroo and Vista India will expand MUBI INDIA’s line-up of new and classic regional cinema to show more films in Tamil, Malayalam, Bengali, Telugu, Kannada, Gujarati and other languages to truly represent the diversity of filmmaker talent across India. A collaboration with one of India’s most prolific directors, Amit Dutta, will see the filmmaker’s acclaimed library of films start showing on MUBI in July. His award-winning work has previously been screened at festivals and cultural organisations worldwide, but has never been made widely available, making MUBI the first-ever platform to show his films online. The intoxicating NAINSUKH (2010) will start showing on July 18, followed by the world premiere of his latest film WITTGENSTEIN PLAYS CHESS WITH MARCEL DUCHAMP OR HOW NOT TO DO PHILOSOPHY (2020) on July 19. Additional selections include SAATVIN SAIR (2013), MUSEUM OF IMAGINATION (2012), and CHITRASHALA (2015). Other upcoming highlights will include a collection of Tamil films from AP International including, VAAZHKAI (A.V. Meiyappan, 1949), POKKIRI RAJA (S. P. Muthuraman,1982), ALAIPAYUTHEY (Mani Ratnam, 2000) and BOW BOW (S Pradeep Kilikar, 2019), as well as Malayalam films ADAMINTE MAKAN ABU (Salim Ahamed, 2011), and CITY OF GOD (Lijo Jose Pellissery, 2011). MUBI will also show Kabir Singh Chowdhry's MEHSAMPUR (2018) next month, and Shazia Iqbal's acclaimed short film BEBAAK (2019) in August. Sanal Kumar Sasidharan’s S DURGA (2017) from Niv Arts will also be coming to MUBI soon, along with three other features from the director including his debut film ORAALPPOKKAM (2014). Other highlights hand-picked by MUBI’s curators include PAKEEZAH (Kamal Amrohi, 1972) and AAKROSH (Govind Nihalani, 1980) from Shemaroo’s library, CELLULOID MAN (Shivendra Singh Dungarpur, 2012) from Vista India, AAKALER SANDHANE (Mrinal Sen, 1980) from GoQuest and MISS LOVELY (Ashim Ahluwalia, 2012) and I.D (Kamal K. M, 2012) from FilmKaravan. Svetlana Naudiyal, Director of Content for MUBI INDIA said: “One of our key goals is to consistently put a spotlight on the diversity of Indian Cinema—the multitude of narratives, forms, and languages. Showing Amit Dutta’s ingenious work on MUBI is a dream for us, and we’re incredibly excited to begin a special dedicated to his films next month. We are also thrilled to take a significant step in language diversity on MUBI INDIA with our upcoming long-term focus on Tamil and Malayalam cinema.” Recent highlights on MUBI INDIA include KUSH (Shubhashish Bhutiani, 2013), SIVAPURANAM (Arun Karthick, 2016) and GAMAK GHAR (Achal Mishra, 2019), which was the top viewed title on the film channel for five weeks running. In addition to working directly with many other independent filmmakers and studios, MUBI has previously signed deals with other major distribution partners in India including Sony Pictures Television India, Impact Films, PVR Pictures, and Ultra Media. MUBI also partnered with PVR Cinemas to launch its cinema-going initiative MUBI GO in India in November 2019. For further information please contact: press@mubi.com About MUBI MUBI is a curated streaming service. An ever-changing collection of hand-picked films. From new directors to award-winners. From everywhere on earth. Beautiful, interesting, incredible movies — a new one, every single day. Always chosen by us. MUBI is available to watch in 190 countries, and the films we pick are guided by local cultures and cinema. We are the world’s biggest community of film-lovers, with over 10 million members around the globe. You can stream or download all our movies, anytime. On any screen or device, anywhere. And you’ll never see a single ad on MUBI. Ever. Subscription plans are INR 499 a month or INR 4,788 for 12 months. MUBI is available on the web, Amazon Fire TV, Hisense, LG, Sony and Samsung Smart TVs, as well as on mobile devices including iPad, iPhone and Android. MUBI has offices in London, New York, Kuala Lumpur, and Mumbai. Disclaimer: Business Insider India and Mubi India both are partners in Times Bridge in India.

MUBI unveils huge selection of local language cinema coming to MUBI INDIA, including films in Tamil, Malayalam and Bengali

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	<a href="http://www.youtube.com/watch?v=ShizfqNFMqs" target="_blank"></a></h1>
 Mirinda has played the madness card for quite some time now. With brand ambassador, <keyword id="30508" type="PERSON" weightage="60" keywordseo="Asin">Asin</keyword>, playing the cheerful quirky female lead, earlier campaigns have always shown how madness or 'Pagalpanti' attacks those who take a sip of Mirinda. To welcome audiences with direct engagement to this mad-mayhem, BBDO has designed a set of two new campaigns featuring Asin. The TVCs are youth oriented and talk about doing things with a twist.

	While the first TVC opens in a bowling alley, the second takes place at a table tennis stadium. Kids in the bowling alley are seen enjoying themselves - chatting, playing and drinking Mirinda. What sets it apart is that instead of a bowling ball, the teams are using two boys to roll down and knock out the pins, or in this case, Mirinda bottles. The second one shows two youngsters playing TT with a foam hand attached to their heads. Both TVCs promote the madness factor that Mirinda takes pride in.
 Josy Paul, Chairman and <keyword id="99334" type="POSITION" weightage="40" keywordseo="Chief-Creative-Officer">Chief Creative Officer</keyword>, BBDO India, said, "Everybody has a pagalpanti story that they remember, something that gets us all ROFL (rolling on floor laughing). Our campaign triggers these real life LOL (laughing out loud) moments by creating a platform that gets consumers to engage. We are expecting millions of fun stories. Watch out for the next edition of the Mirinda Pagalpanti League!"

	In an interesting twist, the TVCs also invite audience to send in their TVC ideas in the form of text, audio and video. They can send in through SMS or Whatsappp, and the best ideas would be made into ads by the brand.

	Mirinda, which believes in limitless fun that you can have with friends, started this contest from February 28 and will keep it open till April 24. Every two weeks, Mirinda will announce four winners whose ideas will be turned into TVCs. With this campaign they want to prove that Mirinda lets one enjoy the moments of life where you can laugh out loud, let your hair down and be completely mental if you so please.
 <keyword id="927524" type="PERSON" weightage="40" keywordseo="Ruchira-Jaitly">Ruchira Jaitly</keyword>, <keyword id="193829" type="POSITION" weightage="40" keywordseo="senior-director">Senior Director</keyword> - Marketing, Social Beverages, at <keyword id="110163" type="CITY" weightage="40" keywordseo="PepsiCo-India">PepsiCo India</keyword>, said, "Mirinda campaigns are always fun, coupled with a spark of pagalpanti. Taking the legacy forward, we are now inviting the consumers to share their absolute fun moments with the world and cheer for pagalpanti. Each one of us has done some pagalpanti at some point of time and with the latest campaign we are bringing that alive to delight Mirinda lovers. After a successful launch of Mirinda Apple flavour this year, we look forward to a great consumer response to this campaign. We are confident that consumers will enjoy this pagalpanti twist."
 Ashim Ahluwalia of Future East Film who directed the films said, ""When I read the scripts, I knew this was going to be a mad, fun project. Mirinda is a brand associated with pagalpanti, <keyword id="79202" type="ENTERTAINMENT" weightage="40" keywordseo="Good-times">good times</keyword> and humour - all ideas I relate to. And I loved the simplicity of the line 'Pagalpanti bhi zaroori hai.' I wanted to make the films kind of crazy, but also more youthful. All in all, it was a super smooth time working with the client and BBDO because we were all on the same page."

	The TVC:

	 
	 
	 Credits:

	Client: Mirinda

	Agency: BBDO India

	Chief Creative Officer: Josy Paul

	Executive Creative Director: Sandipan Bhattacharyya

	Copywriter: Harsharan Vir Singh

	Art: Bharat Khare, Rajesh Kumar, Malvika Srivastava

	Vice-president: Rajesh Sikroria

	Account management: Gireesh Gupta, Sachin Bhardwaj

	Planning director: Roshni Hegerman
 Production house: <keyword id="2125161" type="UNKNOWN" weightage="40" keywordseo="Future-East-Films">Future East Films</keyword>

	Director: Ashim Ahluwalia
 <keyword id="6356809" type="POSITION" weightage="40" keywordseo="producer">Producer</keyword>: Priyanka Bangia

	DOP: Tapan Basu

	Media Planning: Mindshare 
	 
	Courtesy: <a href="http://www.bestmediainfo.com/">Bestmediainfo</a>

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MUBI unveils huge selection of local language cinema coming to MUBI INDIA, including films in Tamil, Malayalam and Bengali

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Mirinda Gives A New Twist To 'Pagalpanti'

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