India Welcomes - After My Garden Grows
WHAT DO India's #1 dating website, largest movie chain, a federal cabinet minister, a titan of industry, a celebrated fashion designer, a Bollywood power couple, and a rural teenager HAVE IN COMMON?
For 2 weeks in November, these amazing Indians and many others came together to share a film and rally support for INDIA'S GIRLS.
A vibrant public conversation is happening in India on how women and girls are valued. The Indian Documentary Foundation and Principe Productions brought together an unbelievable cross-section of high profile Indians to contribute to the conversation and generate support for strategies across India that are enabling girls to grow to their full potential. Utilizing cinema's power to transport, inform and inspire, a strategic two-week campaign included a national theatrical release, extensive media coverage and a dozen targeted events across four cities.
The film's young protagonist Monika Barman, her sister Kanika Barman, a child bride and young mother, and Supriya Chattopadhyay, from the land rights NGO Landesa whose work is featured in the film, joined the tour. The prominence of our supporters and continuing interest in director Megan Mylan's Oscar win for Smile Pinki helped attract a tremendous amount of media attention with 200+ media hits including every major outlet. Having the film subjects participating in interviews and event discussions helped us obtain quality media coverage. Stories went beyond movie awards and celebrities to the core challenges facing India's girls --early marriage, health, safety, access to education and job skills -- and brought attention to the most successful strategies for ensuring better futures.
An unprecedented national theatrical release at the prestigious PVR Cinemas featured the film as a free bonus short before Kil Dill, a major Bollywood release. Shaadi.com, the country's most popular match-making website sponsored the release. The Honorable Maneka Gandhi, Union Cabinet Minister for Women and Child Development, hosted a press conference and announced the federal government's adoption of the film as part of its strategy for adolescent girls, targeting 100 rural districts. A special evening hosted by Bollywood royalty Aamir Khan and Kiran Rao brought together the country's cinema and journalistic who's who. Celebrity wedding fashion designer and TV personality Sabyasachi hosted a Kolkata event, lending his unique voice to the call for ending early marriage. In Mumbai, Verve Magazine and the Mahindra family hosted an event to highlight the work of Nanhi Kali, a leading girls education nonprofit. Hotelier Sandeep Gupta hosted a Delhi society event, where he and a friend signed on to sponsor the Barman girls' education through college. Canadian High Commission partnered with Mumbai Mantra Media to host a delegates screening at the Global MenEngage symposium where copies of the film were given to global gender advocates for use in their work.
Across the country, we held screenings focusing on India's new Corporate Social Responsibility legislation. Discussions brought together private sector leaders with leading NGOs to examine the most effective strategies for girls empowerment and generate ideas for new collaborations. Partners and participants included: the Bombay and Bengal Chambers of Commerce, BusinessWorld Magazine, USAID, US Embassy, Landesa, Nanhi Kali, ICRW, AJWS, Women Endangered and DASRA. Airtel, Axis Bank, Grey Advertising, Hindustan Zinc, HSBC, Mahindra & Mahindra, PriceWaterhouse Cooper and Siemens.
Both the Kolkata and Goa Film Festivals featured the film. In Kolkata, director Megan Mylan presented the festival's first ever documentary award and Monika was introduced by the Minister of Finance and given a standing ovation. The film's screening was followed by a press conference with State Minister of Women and Children. At IFFI in Goa, Mylan gave a master class on Art and Impact with IDF Chief Executive Sophy VSivaraman.
We are grateful to the incredibly diverse coalition of people that came together and gave generously of their time, resources and talents to make this release possible. New alliances were sparked, best practices examined, and funds raised that, along with the film itself, will continue to generate impact.
• Theatrical Release across India at PVR Cinemas.
• National Media Coverage, 200+ print, radio and TV stories in every major outlet.
• Strategic Screenings with India's cultural, corporate and government influencers.
• Free copies distributed to global gender advocates at MenEngage conference
• Federal government adoptsfilm for its national adolescent girls program and media vans.