Tag: Bhaag Milkha Bhaag

  • Birla Sun Life pushes ‘Prepare for the uncertainties of life’ message with ‘Bhaag Milkha Bhaag’ tie-up

    By A Correspondent

     

    In keeping with the success deployment of its ‘Prepare for the uncertainties of life’ message, Birla Sun Life Insurance announced and association with the film Bhaag Milkha Bhaag.

     

    The attempt is to inspire people through a real life story of a true hero, who despite various life challenges, chose to stand up against them and prepared to fight back. Milkha Singh’s story is a perfect example of the Brand’s Philosophy of the importance of planning to fight against the uncertainties in our daily lives, says a communique.

     

    Speaking on the occasion, Jayant Dua, MD & CEO, Birla Sun Life Insurance said “Like Milkha Singh, we all have challenges in our lives and we face various uncertainties at every step in life. With this movie brand integration and other such associations, we would like to take the “life ka balla” forward and move it from only ‘cricket’ to ‘life’ context. Taking inspiration from Milkha Singh’s life story, we wanted to take this thought forward to the masses that while you can’t anticipate uncertainties, you can at least plan for them. We at Birla Sun Life Insurance salute Milkha Singh for his spirit to fight back and believe that there’s a Milkha in each one of us.”

     

    “Bhaag Milkha Bhaag depicts the story of a common man who fights against the odds and uncertainties of life and emerges as a winner. The core values of Birla Sun Life Insurance are engrained in this movie which makes this association a good fit. The target audience can easily recognize with the character of Milkha and know the importance of being prepared for future! I am sure this marriage will yield great results for both – the movie and Birla Sun Life Insurance” said Darshana Bhalla, CEO, MATES, the Madison World group company specializing in move promotions and hook-ups.

     

  • Reviewing the Reviews: Mostly 2.5-3 stars for Bhaag Milkha Bhaag

    By Deepa Gahlot

     

    In our films, the actors often rise above the material. But once in a while there comes a performance that takes a film onto a different plane altogether– and Farhan Akhtar’s turn as Milkha Singh in Rakeysh Omprakash Mehra’s Bhaag Milkha Bhaag is stupendous.

     

    Most mainline critics, however, found the film too long, melodramatic, unfocussed and fake. Even though the subject of the film is living and participated in the making of the film, it hits so many false notes. It turned the protagonist into a demi-god, but how accurate was the portrayal?

     

     

    Bhaag Milkha Bhaag

    (Released: July 12, 2013)

     

    Key Credits

    Producers:

    Rakeysh Omprakash Mehra, Viacom18 Motion Pictures               

     

    Director:

    Rakeysh Omprakash Mehra                     

     

    Writer and Lyricist:

    Prasoon Joshi                  

     

    Key Cast:

    Farhan Akhtar (Milkha Singh)

    Sonam Kapoor (Nirmal Kaur)

    Rebecca Breeds (Stella)

    Dalip Tahil (Jawaharlal Nehru)

     

    Music:

    Shankar Mahadevan, Loy Mendonsa, Ehsaan Noorani                

     

    Cinematography:

    Binod Pradhan                

     

    Editor:

    P S Bharathi

     

    Full credits at IMDB: http://www.imdb.com/title/tt2356180/

     

    The ratings were 2.5 to 3 stars, though the RJ and blogger kind of reviewers gushed unabashedly, one going the whole hog with a 5-star review. How seriously these writers are taken is the question.

     

    Rajeev Masand of IBNLive.com used the dreaded B word– boring. “The problem with adoring, reverential portraits of real people is that they tend to lack objectivity and quickly become boring. It’s true of Rang De Basanti director Rakeysh Omprakash Mehra’s Bhaag Milkha Bhaag, an ambitious account of the first 27 years or so of celebrated Indian sprinter Milkha Singh’s roller-coaster life….There are moments of great pathos here, and an inspiring lesson on the importance of perseverance and hard work. But it all moves at a snail’s pace, even as the drama of Milkha’s rise on the race track is punctured routinely by too many songs, overlong romantic tracks, and the kind of ‘commercial-movie trappings’ that are counterproductive to a film of this nature.”

     

    Sukanya Verma of rediff.com commented, “Bhaag Milkha Bhaag fails to achieve that level of clarity or coherence, primarily because of Prasoon Joshi’s faulty screenplay and sleepy editing by P Bharti, which appears both overwhelmed and clueless about putting together the many chapters of a sportsman’s eventful existence. So Bhaag Milkha Bhaag adopts the contrived route wherein everyone competing with the titular hero is entirely nefarious and out to break his legs or bully him like those Rajput dudes in Jo Jeeta Wohi Sikander and everything Pakistan implies hostile like those arrogant tyrants in every second jingoistic Bollywood flick.  Moreover, this indecision to project Bhaag Milkha Bhaag as either a) a man dealing with the painful memories of his childhood in partition era, b) the blossoming of a happy-go-lucky army man into a superstar athlete or c) why an individual doesn’t want to visit Pakistan overlaps too often in this three-hour plus, flashback-within-flashback drama to ruin a potentially promising premise. The last point, especially, makes no sense.”

     

    Shubhra Gupta of The Indian Express  found it tiresome. “Carefully skirting the tag of a bio-pic, Bhaag Milkha Bhaag manages to tell the story of Milkha Singh, as enacted by Farhan Akhtar, while giving us, tiresomely, all the familiar bells and whistles of a Bollywood entertainer with the naach-gaana, and the rona-dhona.  The story of Milkha Singh is inspirational, doubtless. And Mehra leaves, literally, not one stone unturned (and adds a few of his own, doubtless) in this three hour and some saga…”

     

    Sanjukta Sharma of Mint wrote, “It is a marathon trudge from cradle to national glory following a win in Pakistan against a Pakistani athlete, who incidentally has an aggressive coach, the film’s only villain. The long narrative rallies around the event that carries emotional charge for Milkha Singh and its details are painstakingly overemphasized. So Joshi hooks Milkha Singh’s story out of the context of Indian sports at the time and puts it under an isolating, personal microscope—an interesting approach if not taken to an extreme, clearly against the tradition of the biopic as a chronology of milestones.”

     

    Saibal Chatterjee of NDTV.com ranted, “The overlong Bhaag Milkha Bhaag seeks to achieve a dramatic heightening of the effect of a champion athlete’s rousing struggle to break free from the traumas of the past and turn adversity to opportunity.  In the bargain, it reduces the human saga to a loud, melodramatic and over-wrought tale that overstays its welcome.  It is amply clear by the end of the three hours of the film’s running time that the song-and-dance Bollywood form does not lend itself to the simple dynamics of a sporting biopic. Scenarist Prasoon Joshi and producer-director Mehra attempt to squeeze every ounce of emotion out of the real-life Milkha story. Unfortunately, it is reality that seems to be the biggest casualty in this deeply flawed endeavour.”

     

    Sudhish Kamath of The Hindu nailed the reason why the film may have failed as a biopic, but not as a commercial film. “No, Bhaag Milkha Bhaag is not a boring biopic or a detail-obsessed docudrama on one of India’s greatest sporting legends. It is an old-fashioned Bollywood film that caters to mainstream Hindi audiences. It would be more accurate to call this a tribute film inspired by the life of Milkha Singh than refer to this as a history lesson. The film acknowledges this when it ends with a disclaimer: “Inspired by a true life”.  And yes, it’s a complete sell-out of a film. But no complaints there because the best way to honour a legend is to make a film that a majority of India would watch. In an idiom that they prefer, even if it means exaggeration, melodrama and creative liberties with the hero’s love life. And Rakeysh Omprakash Mehra deserves that artistic licence considering that Milkha did indeed face extreme struggle, rose from abject poverty and had to make peace with his painful past.”

     

    Deepa Gahlot is an award-winning film critic and one of the seniormost journalists tracking films and entertainment in the country. The views expressed here are her own and the featuring of reviews is not MxMIndia’s endorsement of the views expressed therein.

     

  • It’s Bhaag Milk-ha Bhaag for Amul and Milkha Singh

    By A Correspondent

     

    Amul Milk is collaborating with sporting legend Milkha Singh given the upcoming biopic Bhaag Milkha Bhaag.

     

    The association of the film and Amul Milk has been planned and executed by Lodestar UM Brand Experience together with Viacom 18.

     

    According to a communique, a lesser known fact is that milk has played a crucial role in Milkha Singh’s success story. Reportedly, soon after he joined the Indian Army, the jawaans were asked to participate in a cross-country race where the winner would be awarded with a glass of milk. Milkha ran this very first race chanting “doodh, doodh, doodh” and stood first to enjoy a glass full of milk. This insatiable love for milk kept him strong for years making him one of the most celebrated Indian athletes, across the world. Drinking milk has been a part of his cherished childhood memories.

     

    To leverage this association, Gujarat Cooperative Milk Marketing Federation (GCMMF) has created a co-branded promo using footage from the movie and Amul Milk TVC. The promo will celebrate the synergy between the two brands, encouraging consumers to explore the Milkha within them with the world’s original energy drink — Milk.

     

    The new campaign will be aired across television channels, radio, social media and radio medium.

     

    “This movie has a great fit with brand Amul, it stands for striving and winning to become the leader and we want the youth to follow this … to persevere with dedication, awakening the winner in us”, says GCMMF’s managing director R S Sodhi. He further adds, “Milk, the World’s original energy drink, will help provide nourishment and energy to reach their goals.”

     

    Nitin Karkare

    “The association with Bhaag Milka Bhaag seemed like a perfect next step for the brand after the London Olympics, The Amazing Spiderman and Man of Steel. The objective is to reach our TG with the core message of milk as the original energy drink, but at the same time retaining the freshness, topicality and excitement” says Nitin Karkare, Chief Operating Officer, Mumbai, Draftfcb Ulka.