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Mudra's documentary film for MTDC wins National Award

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | January 27, 2010
'Colours of Konkan', created by Mudra Advertising and Tailormade Films, won in the 'Best Promotional Film in Tourism' category

Mudra Communications has added another feather in its cap. 'Colours of Konkan', a documentary film that it made for the Maharashtra Tourism Development Corporation (MTDC) has won at the 56th National Film Awards.

The 30-minute film, a creative collaboration between Tailormade Films and Mudra Advertising, won in the 'Best Promotional Film in Tourism' category.

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The film was entered under the title, 'Lost and Found', and shows the journey of an old bottle, which travels down the coast of Maharashtra and witnesses life in and around the region. The journey covers the beaches, cities, temples, dargahs, forts, villages and forests of Konkan. The film also showcases unique festivals, culture and customs of the state, folk theatre and the state's cuisine.

Colours of Konkan has been written and directed by Harshavardhan G Kulkarni and edited by Kirti M Nakhwa, with music by Bickram Ghosh. The production house is Tailormade Films.

The concept and idea of the film is by the Mudra West Creative Team. The agency producer is Tapan Sharma.

Talking to afaqs!, Rahul Dhamdhere, group director, brand communications, Mudra West, says, "The brief was to promote the beaches of Maharashtra and bring out the different facets of the state. We have showcased things about the state that very few would otherwise know of."

The documentary was shot over 45 days in 2007. However, censor formalities delayed the film's entry into the National Awards.

Dhamdhere, who was an account director while the film was being shot, says a lot of research went into the project. This included doing a recce of the coastal region and surveying international documentaries at the Film and Television Institute of India.

Commenting on the win, Jude Fernandes, chief executive officer, Mudra Advertising says, "The film is a wonderful showcase of the stunning beauty of the state and we are proud to have partnered MTDC and Tailormade Films in this winning endeavour."

The film has been shown at international travel conventions, in flights and in the luxury train, Deccan Odyssey.

Prithviraj Patil, ex-general manager, MTDC, says, "It was quite a task to capture Konkan, its people, customs and unique culture in all of its virgin beauty. The production value, locations, music, and Mudra and Tailormade Films' dedication, has helped the film capture the spirit of Konkan beautifully."