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‘Toilet – Ek Prem Katha’ a huge boost to the ‘Swachh Bharat’ journey (Lead)
Mumbai, June 28 (IANS) It lacks the usual commercial trappings of a Bollywood film, but with its message of cleanliness and an admonition against open defecation, “Toilet – Ek Prem Katha”, inspired by Prime Minister Narendra Modis Swachh Bharat Abhiyan, has ably demonstrated how a film can transcend demographic and language barriers.
Produced by Anil Ambani-promoted Reliance Entertainment through its collaborative venture Plan C Studios, the film is now spreading Modi’s message in the overseas markets, notably mainland China.
“It is a matter of great pride for us to be associated with ‘Toilet – Ek Prem Katha’. We hope the film continues to contribute to the incredible Swach Bharat Abhiyan initiative,” Shibasish Sarkar, Chief Operating Officer of Reliance Entertainment, told IANS.
Before the movie released worldwide on August 11, 2017, Akshay had the opportunity to thank Prime Minister Modi in person last year, thereby amplifying the intent of spreading awareness about the cause the film addressed.
A movie told through the story of a woman fighting for her hygiene rights, Akshay Kumar and Bhumi Pednekar starrer “Toilet – Ek Prem Katha” is produced by Neeraj Pandey and directed by Shree Narayan Singh, who delivered a strong message with a subtle punch.
The movie minted a net box office collection of Rs 130 crore-plus from the domestic market alone, giving Akshay one of the most commercial films of his career in India as well as in the overseas markets.
Besides the conventional North America, UK and UAE markets, the film also tapped into relatively newer markets like Chile in South America, and all the way to Greece, Czech Republic, Hungary, Malta, Croatia, Estonia, Latvia in Europe, a first for a Bollywood film.
The film released in 22 countries in Europe alone and over 50 countries worlwide, garnering a welcoming response not only from the Indian diaspora but audiences internationally. Countries such as Japan and Malta also held multiple screenings of the film.
In fact, Microsoft Corporation co-founder Bill Gates had lauded the effort and mentioned the movie in a tweet, pointing out how “a Bollywood romance about a newly-wed couple educated audiences about India’s sanitation challenge”.
“Toilet – Ek Prem Katha” released in mainland China in Mandarin as “Toilet Hero” earlier this month in over 12,000 screens. The film debuted at the top spot in its opening week at the Chinese box office, and since June 8, it has already crossed over Rs 100 crore in the Chinese market alone.
“The film is expected to run for another few weeks in China and we are on track to gross nearly as much there as we did in India,” Sarkar said.
The film’s success beyond the Indian borders, he felt, typified how the subject of women’s empowerment is universal and relevant across national and cultural boundaries.
Now, the film is exploring newer markets and opportunities in Hong Kong and other South East Asian countries, according to Sarkar.
–IANS
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Dr. Abhishek Verma Dedicates a Shelter in Memory of His Mother, Veena Verma, at KGMU; Inaugurated by Daughter Nicolle Verma
World-renowned business tycoon Dr. Abhishek Verma has supported Foodman Vishal Singh’s Hunger-Free World mission. In memory of his mother, Late Veena Verma, who was a 3 term Rajya Sabha MP.
Dr. Verma dedicated a state-of-the-art free permanent shelter for the attendants of patients at KGMU Medical University, Lucknow, under the aegis of Vijay Shree Foundation. His daughter, Nicolle Verma, inaugurated the shelter.
During the event, Foodman Vishal Singh honored Nicolle Verma by presenting her with a memento. Mrs. Nidhi Sharma and Avantika Yadav, associated with the organization, welcomed her with garlands. Following this, Nicolle Verma distributed essential items to the attendants and also handed out fruits. She became emotional remembering her grandmother on her birth anniversary.
On this occasion, she also inaugurated the “Veena Verma Sevalaya” in memory of her grandmother, Veena Verma, to serve the attendants. She expressed, “I feel proud that my family is engaged in nation-building as well as social service. Today, in collaboration with Vijay Shree Foundation founder Foodman Vishal Singh Ji, I feel immensely proud to dedicate this shelter for the poor, helpless, and needy attendants of patients battling serious illnesses like cancer. I am honored to be associated with the Hunger-Free World Mission for humanity.”
Inspired by the continuous humanitarian service provided by Vijay Shree Foundation over the past 17 years, Nicolle Verma donated 10 lakh rupees to support the cause. The purpose of this donation is to ensure that services continue for the needy attendants of patients suffering from severe illnesses in hospitals, as facilitated by Foodman Vishal Singh.
It is noteworthy that Dr. Abhishek Verma’s family has a legacy of public and philanthropic service. They are helping millions to carry forward the values and service work of their parents. On the occasion of his mother’s birth anniversary, Dr. Abhishek Verma dedicated this state-of-the-art permanent shelter at Lucknow Medical College to serve the attendants of patients through the Vijay Shree Foundation.
Supporting Foodman Vishal Singh’s Hunger-Free World mission, Dr. Abhishek Verma assured that he would continually support keeping this flame of humanity alive. He also promised to assist in providing medicines to the helpless patients.
Continuing her grandmother’s legacy of service, Nicolle Verma personally served food to the needy patients and attendants. She said, “It is our good fortune to have received the joy of doing this noble work today through Foodman Vishal Singh. I have taken another step forward in carrying my family’s values and cooperation by joining hands with the Vijay Shree Foundation. My father taught me to serve and help the needy, and I feel happy when I bring a smile to someone’s face.”
On the birth anniversary of the late Veena Verma, the event organizer, Vijay Shree Foundation founder Foodman Vishal Singh, said, “We feel proud and happy that Dr. Abhishek Verma, a globally renowned business tycoon, has extended his support to uplift our country from the hunger index. Today, on his mother’s birth anniversary, he inaugurated a state-of-the-art permanent shelter at Lucknow Medical College, which will always be helpful for the needy attendants of patients. It is a pleasure for me and the organization to receive the affection of Mr. Verma.”
The event was attended by General Manager Verma Family Office Hemant Garg, Sonu Rajput, and the organization’s volunteers, including Sandeep Singh, Parmeshwar Ji, Prashant Rao Gautam, Balram Singh, Ramesh Chaudhary, Suman, Jeetu, Anil, Suraj, Vinay, Manish Bhadauria, Manas Mehrotra, Vivek, Apurv, Happy, and others.