'Summer 2007' banks on word of mouth publicity

Mumbai, June 9 (IANS) A Bollywood film on social issues sans the usual song and dance routine can be difficult to promote. But the producer of "Summer 2007", a film based on farmer suicides in Maharashtra, has taken an offbeat approach.

Producer Atul Pandey said: "We can't talk about such a film in a 30-second promo. It is a serious issue and we want to do it sensibly. The songs and promos on television channels can promote a commercial film but for this type of a film it would be of no use."

The producer said once the film was released June 13, he would take it to various towns and villages to make people aware.

"I believe in publicity through word of mouth. The film is good and I am confident that once people see it they are going to like it," Pandey said.

But other social issue-based films like "Taare Zameen Par" and "Rang De Basanti" were promoted well.

"Yes, I agree. But both the films had a star like Aamir Khan. We are a new team, so we have to weigh all the pros and cons," Pandey said.

Suhail Tatari, who makes his debut in Bollywood as a director with the film, said, "Every film has a certain budget and the promotional campaign is also designed according to it."

Tatari, who has been associated with the television industry for more than 17 years and has made television series for various channels, said, "'Summer 2007' is the first Hindi film to be made on the farmer suicides. Prior to this, one Marathi film was made on the same subject."

The film highlights the issues that lead farmers to commit suicide in Maharashtra, especially in the Vidarbha region.

It shows the urban and rural divide in the country through the eyes of five young doctors - played by Sikander Kher, Gul Panag, Yuvika Choudhury, Arjan Bajwa and Alekh Sanghal - who land up in a village.

The youths, who come from affluent families in cities, have never seen miseries and experience the hardcore realities faced by rural India.

The director said: "Seventy percent of India's population live in the rural areas and we, the people living in urban India, fail to see their plight and the hardships and difficulties faced by them. This film will definitely make people aware of the contrast characteristic of people living in these two parts of our country."

The film's cast also includes seasoned actors like Vikram Gokhale, Sachin Khedekar and Ashutosh Rana with Shweta Menon and Prashant Narayanan supporting the lead characters.

Adlabs will release "Summer 2007" all over the country. The film will also be released internationally in the US, Britain, South Africa, Canada and Malaysia June 13.

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Summer 2007