How
Jackie Shroff became the Brand ambassador of Mumbai International Film Festival (MIFF) 2016?
It
was the year June 2015 when the then I and B minister Shri Arun Jaitley
appointed me as the Director General of Films Division in addition to my
assignments ADG Doordarshan.
 |
| With Anoop Jalota, Ashaji Nitin Mukesh and Salimji at FD |
As
DG, FD, my immediate task was to plan for the forthcoming Mumbai International Film
Festival (MIFF) 2016, which was a biennial feature.
Normally
the planning for MIFF starts the day curtains are down for the previous MIFF
which was held in 2014. So my first job was to wake the sleeping giant called
Films Division. Not that everyone was in a slumber but because of the
indifferent attitude from the higher ups and bureaucracy majority of the work
force at FD was laidback.
 |
| At FD with Members of Dada Sahab Phalke selection committee |
When
I took the first meeting of MIFF 2016, I was surprised to know that the work
for the forth coming MIFF had not begun. Clearances, permissions, list of
invites, Jury finalization, selection of films, venue etc. was all in limbo or
undetermined state.
During
my interaction with the FD staff I suggested that MIFF 2016 should have a Brand
Ambassador. Not everyone was in
agreement. Searching a brand ambassador was additional task. With only 7 months left for preparation, any
new initiative was given a cold shoulder. But I had made up my mind and decided
to go ahead with my plans and rope Bollywood star Jackie Shroff as the Brand
Ambassador (BA) of MIFF 2016. This came as a shock and surprise to the entire
documentary film fraternity
 |
| Jackie Shroff being felicitated as the Brand Ambassador of MIFF2016 |
 |
| Jackie at Films Division |
Jackie
as the BA of documentary films! Are you crazy ? It will not work! Was the
immediate response that I got from them?
Initially
Jackie too was a bit apprehensive. He was not sure if it was a great idea to brand a Commercial Actor as the face of a documentary Film Festival. But I
knew Jackie’s strength. Once he commits he will live up to it and go that
extra mile which other Bollywood star can never provide.
So upon my request, persuasion I got Jackie Shroff as the Brand Ambassador of MIFF-2016.
It is pertinent to inform , since the inception of MIFF this was the
first instance that a commercial face of Bollywood was roped in to woo the audience of MIFF-2016
and it worked.
 |
| At the opening of MIFF 2016 |
A
down to earth Jackie Shroff was the best bet for the success of the film festival. Upon
my request Jackie moved to FD guest house (at Peddar Road) on the 11th
floor facing the Arabian Sea. In fact we were neighbors during the festival
period as I too moved to FD with my baggage to ensure my availability 24 hours
as the Festival Director of MIFF2016. Jackie was always accessible for any
Press meet, interview or self-i.e. shoots with the delegates and journalists.
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| Jackie at Film Division Guest House |
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| At theMIFF Press meet |
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| Inaugration of MIFF 2016at Ravindra Natya Mandir Mumbai |
Those
7 days with Jackie Shroff gave me an insight of the man who had hardly any
tantrums or grumpiness of the celebrity star status. We would sit outside our
respective rooms till late night talk, sing, recite poems and tell anecdotes of
our lives till the wee hours of the morning.
 |
| Sharing Jackie's Birthday Cake |
In
fact Jackie’s Birthday on the 1st Feb 2016 was celebrated at Films Division in
the midst of the Film Festival. He enjoyed every bit of adulation and respect
that he received during the MIFF-2016. Thanks Jackie for being there with me
when I needed you the most
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| MIFF 2016 Closing Function |
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| With Ramesh Sippy at MIFF2016 |
The
icing on the cake was Jackie Shroff’s noncommercial attitude, as he offered his
services as the BA of MIFF 2016 pro bono. May your tribe increase dear Jackie!
 |
| VIPs at the MIFF 2016 |
Nice Work Keep it up..
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