Posted:
India Post in tie-up with SLB's magnum opus, Saraswatichandra
India Post, the world's most widely distributed postal system today announced a marketing partnership with leading Bollywood director, Sanjay Leela Bhansali. In a first of its kind campaign, the director's new show on television - Saraswatichandra will promote the benefits of one of the oldest forms of communication - handwritten letters delivered by post.
"We are honoured to partner with the great Shri SLB," said Daak Nayak, the director general of India Post. "For over a decade now, people have been using email to communicate quite efficiently and almost in real-time. But Shri SLB was kind enough to understand our challenges in this world of whatsapp and instant messaging, and has graciously rewritten his screenplay to have the leads shun modern forms of communication and opt for snail mail instead."
Tomorrow's episode will showcase the simple pleasures of letter writing, an art long forgotten and unheard of among today's email generation.
"What's interesting is that I've tried to make it as real as possible," adds the renowned director, SLB. "We have the dads of the two leads communicating via email and mobile phone, but in a deliberate defiance of his dad's orders, the male protagonist, SC - Gautam Rode's character, decides to write a letter, choosing a slower form of communication. Funnily, so does the female protagonist, Kumud played by Jennifer Winget."
Times View: In a way, this makes perfect sense... The costumes and names are retro, plus SC observes Ekadashi. So it's a hark back to the good ol days. And Mr. SLB's plan to stretch it to 2000 episodes seems more viable if they show the journey of each letter from the time it's dropped off at the post office!
😆
Hi,
I'm Adeeti... People call me Dee. Watched IPK, watching Qubool Hai and now this. Good to see many from the IPK golden days here!
Sorry, but I had to write this one... Couldn't resist!
CheerS!
