ISMA initiates a campaign to ensure that ‘Cheeni,’ ‘Sugar,’ and ‘Sakhare’ receive their well-deserved recognition, allowing us to continue savoring the sweetness of India
It’s time to give sugar its due credit, transforming the discourse around the sweetener. With this in mind, Indian Sugar Mills Association has announced its #CheeniSaMeethaIndia campaign. The objective of the campaign is to nurture a more equitable and enlightening comprehension of sugar and its indispensable role in our everyday lives. For years, sugar has been painted as the ‘villain,’ leading many people to experience guilt over their sugar consumption. The ISMA encourages individuals to enjoy sugar in moderation, be responsible to your body, lead an active lifestyle and let the goodness of sugar in its various forms fill your life with sweetness.
The campaign film has been produced by Subcritical Productions & Morpheus Production.
The campaign film is a montage of Indians and their relationship with sugar – a big interview – curd and sugar to bring good luck; son won a sporting championship – celebrate with sweets; a new baby – toffees for the doctor; new bride upset at leaving her father’s home – cheer her up with chocolate. There are numerous instances where sugar plays a role – either as a tradition, or just because.
Aditya Jhunjhunwala, President of the Indian Sugar Mills Association, said, “Our goal with the campaign is to enlighten the masses about sugar’s longstanding role as an integral part of our lives, and it is high time we dispel the negative misconceptions associated with it. By dispelling myths and fostering a balanced perspective, we aim to convey that sugar, when consumed in moderation, can indeed complement a healthy lifestyle.”
Credits
Cheena Sa Meetha India song
Lyricist: Kandarp Relhan
Music Arrangement and Production: Kandarp at Epiphany India Studios
Singer: Swanand Kirkire
Film Production House: Subcritical Productions & Morpheus Production
Director: Ankit Pushkarna
Producer: Ankur Phougat
Project Manager: Mrinal Peter
Concept Development + Writing + Screenplay: Shiv Ahuja, Kanika Thukral, Adhira Aggarwal, Shivangini Jajoria
Executive Producer: Tarun Jain
DOP: Ankur Phougat
1st AD: Rudraksh Vashist
2nd AD: Fanush Saini
2nd 2nd AD: Pooja Kumari
Intern AD: Prerna Singh
1st AC: Kamal Singh
Focus Puller: Shubham
Gaffer: Sonu Kumar
Production Designer: Varun Kumar
Art Director: Vishwajeet & Abdul
Art Assistant: Prem & Amit
Costume Stylist: Huma Khan
Costume Assistant: Tamanna Chabra
Hair & Make-Up: Yogita Adhikari
Line Producer: Vipul Sehrawat
Production Manager: Nimish, Himesh, Uttam Ji
Camera: Java Motion Pictures
Lights: Truelight
Grips: Shashi Sai
Editing: Sashank & Ankit Pushkarna
Colour Grading: Nube Studios
Feedback: [email protected]
