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The social glitterati of London gathered in Leicester
Square on Tuesday 31st August 2004 for the international
launch of the Sahara Indian Film Festival and the screening
of Bollywood’s biggest blockbuster of all time, Sholay.
A-list film legend Dhalmendra, former Miss India Celina
Jaitley and stars of the soon-to-be released crossover
movie The Rising, award winning actress Rani Mukherji,
Coral Day and Ben Nealon, were amongst the guests at
UCI Empire, Leicester Square. Influential pioneers in
the business and political world including celebrity
dentist and ‘tooth-whitening king’ Sunny Luthra, the
groundbreaking Dr Mosaraf Ali and the first Asian Lord,
Lord Paul also attended the star-studded champagne reception
and the world launch of the event, which will visit
London, San Francisco and New York in 10 days.
A total of 1,300 members of the public were privileged
enough to receive a free invitation, and the chance
to join the biggest Bollywood and UK stars on this incredibly
exclusive evening. Last night marked the beginning of
a 3-day tribute to some of Bollywood’s rich and unforgettable
classic films including Mother India and the Oscar nominated
Lagaan, which will be screened at VUE, Leicester Square.
The film festival is part of India’s largest private
company, Sahara India Pariwar’s launch into the UK and
US marketplace. Sahara India Pariwar is one of the most
unique business organisations in the world, owning satellite
TV stations, airlines a non-banking finance company
and more than 330,000 acres of real estate. They re-invest
25% of profit for social–economic development including
arts, medical needs, education and sports. The Sahara
name is best recognised in the UK as the sponsors of
the world-renowned Indian cricket team, the Indian Hockey
team and the Indian contingent in the Athens Olympics
2004.
Mrs Swapna Roy of Sahara India Pariwar flew into London
exclusively for the event and addressed an attentive
audience, “As you watch these films you will experience
within you the surge of love, passion, determination,
courage and humour, which will bring you closer to Indian
cinema. It is a humble effort of Sahara India Pariwar
to bring before you a showcase of Indian culture and
history and to create a communication channel with you
that will last forever.”
The Sahara Indian Film Festival is part of a wider celebration
of Indian culture called Bharat Parva. The festival
brings together people from all backgrounds, religions
and sects to celebrate being Indian. It is a celebration
of “Indianness”, which Sahara India Pariwar considers
not only its religion, honour and belief but also its
beautiful and content co-existence. As Sahara India
Pariwar begin to plant their brand in the global marketplace,
they will be bringing the Bharat Parva festival to the
UK through this annual film festival.
Mr Abhijit Sarkar, Head of Corporate Communication for
Sahara India Pariwar said on this occasion, “India as
a country is known for the films and the beauty of emotions
expressed against a backdrop of Indian cultures, traditions,
ethics and values. It is this intricate quality that
symbolizes the core values of Sahara India Pariwar and
India, that made us take the initiative to organize
an international Indian Film Festival. Through the medium
of Indian cinema we have endeavored to put forth before
you a myriad of Indian sentiments and emotions, which
are an inevitable part of our existence.”
Article provided by Sterling Media.
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