Sherni, filmed extensively in Madhya Pradesh, to premiere worldwide
on 18th June on Amazon Prime Video
Bhopal, Madhya Pradesh (16th June 2021): The Madhya Pradesh Tourism Board today announced an extensive marketing collaboration with the makers of Sherni – Amazon Prime Video, T-Series and Abundantia Entertainment - for the upcoming and much-awaited, Vidya Balan-starrer ‘Sherni’.
Sherni is a story set in the backdrop of man-animal conflict, where a forest officer (Vidya Balan) must work through the brutal beasts of social barriers set by a patriarchal society and the languid attitude within her department. She leads a team intending to capture an unsettled tigress as she battles obstacles and pressures, both natural and man-made.
Sherni has been extensively shot in real and picturesque forests and locales of Madhya Pradesh, providing a unique peek into the state that has been a go-to destination for those who enjoy the wild. Through their shoot schedules spread across Bhoot Palasi and in and around the Kanha National Park that also included the district of Balaghat, the film showcases the diversity of the region that would invariably attract more tourists to Madhya Pradesh. With objectives of boosting tourism in the state, Madhya Pradesh Tourism Board is working closely with the makers of the film to launch a symbiotic marketing and promotional campaign.
Speaking on this one-of-a-kind initiative for the MP Tourism Board, Mr. Sheo Shekhar Shukla, Principal Secretary, Dept. Of Tourism, Govt. Of Madhya Pradesh, said: “Right from the time we first heard the story of ‘Sherni’ we knew that it would be a suitable vehicle for us to showcase the beauty and heritage of Madhya Pradesh’s jungles to the world. MP Tourism has been at the forefront of joining hands with our state’s Forest Department to work on forest conservation and thrilling wildlife tourism experiences. I am delighted that ‘Sherni’ will now not only put our state’s beauty for the world to see but will also draw attention to various unique initiatives like wellness tourism, tribal art & culture, handicrafts and the friendliness of MP’s people. MP Tourism is excited to partner with powerhouse talent like Ms. Vidya Balan and creators like Mr. Amit Masurkar, T-Series and Abundantia Entertainment to further our objectives of boosting tourism in our state. Look no further than MP for the experience of a lifetime”.
Mr. Rajnish K Singh, IFS, Assistant Conservator of Forests at Dept. of Forests, Govt. of Madhya Pradesh, added: “It's not everyday that you get to be a part of stories like ‘Sherni’ that discuss and bring to the fore causes like maintaining balance between environment & development and man-animal conflict management. We are proud that the amazing work that is done on a daily basis by our Department is now going to be there for the world to see, especially with Ms. Vidya Balan playing a forest officer. We can’t wait for the world to see our amazing forests and the experiences they offer”.
Ms. Vidya Balan, lead actor in ‘Sherni’ shared her thoughts: “It was the experience of a lifetime for me to shoot our film at real and live locations in the forests of Madhya Pradesh. The beauty and heritage of the state provided the perfect backdrop to our film’s story and has hopefully created a unique world for the audience to come into. I really enjoyed shooting across MP and its people make it even more special”.
Vijay Subramaniam, Director and Head, Content, Amazon Prime Video India said, “With our Amazon original titles, we always aim to leave something behind, it is not necessarily in terms of a message but it could be a call to action, to drive a higher order of emotional connections. The primary job of these stories is to entertain and we shouldn't shy away from that but at the same time, we're blessed with the opportunity of creating these wonderful spaces where, in addition to entertainment, we are actually able to deliver a message and motivate audiences for a cause or a movement. With Shakuntala Devi also, the idea was to inspire the masses with the use of magical story of math genius. Another beautiful story about tradition and modernity, conflicting with one another was Bandish Bandits. The story focused on tension between traditional and modern forms of music positioning it as the fundamental essence of life. We are also looking to collaborate for people with such out-of-the-box ideas. I'm just grateful that people like Amit Masurkar, Vikram Malhotra, and a bunch of other producers and creators exist today who have two vital ingredients in their DNA i.e. conviction and courage. This combination is vital to be able to work these stories. I was beyond excited when Vikram shared Sherni’s story with me. With Sherni we have a great opportunity to take these rarely held conversations on human-animal conflict to the fore-front, to the consciousness of every viewer.
The marketing alliance between MP Tourism and Sherni will see the launch of a co-branded advertising campaign, engagements between MP Forest Department officials and the cast and crew of the film as well as several other ground level initiatives to boost tourism in the state.
Sherni releases across more than 240 countries and territories on 18th June 2021 exclusively on Amazon Prime Video
About Amazon Prime Video
Prime Video is a premium streaming service that offers Prime members a collection of award-winning Amazon Original series, thousands of movies, and TV shows—all with the ease of finding what they love to watch in one place. Find out more at PrimeVideo.com.
● Included with Prime Video: These titles join thousands of TV shows and movies from Hollywood and Bollywood, including Indian films Gulabo Sitabo, Shakuntala Devi, Ponmagal Vandhal, LAW, French Biriyani, Sufiyum Sujatayum and Penguin along with Indian-produced Amazon Original series like Bandish Bandits, Breathe: Into The Shadows, Paatal Lok, Four More Shots Please, The Family Man, Mirzapur, Inside Edge, and Made In Heaven and the award-winning and critically acclaimed global Amazon Originals like Tom Clancy's Jack Ryan, The Boys, Hunters, Fleabag, Borat The Subsequent Moviefilm, Coming 2 America and The Marvelous Mrs. Maisel which are available for unlimited streaming as part of a Prime membership. Prime Video includes titles available in Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada, Malayalam, Punjabi and Bengali.
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About Abundantia Entertainment
Founded in 2013 by Vikram Malhotra (formerly, COO – Viacom18 Motion Pictures), Abundantia Entertainment is India’s premier content company focused on developing and producing progressive, insight-based and uniquely Indian stories for a global audience.
Operating across film and streaming platforms, Abundantia Entertainment boasts of critically acclaimed and commercial hits like Baby, Airlift, Toilet – Ek Prem Katha and the recent Shakuntala Devi. The company has an exciting slate of films in the pipeline, top-lined by Newton director, Amit Masurkar’s next, ‘Sherni’ starring Vidya Balan, ‘Chhorii’, the remake of the Marathi horror film, Lapachhapi, headlined by Nushrat Bharucha and directed by Vishal Furia, Abhishek Sharma’s magnum opus, ‘Ram Setu’ starring Akshay Kumar and a murder-mystery by the Shakuntala Devi director, Anu Menon, as well as films by talented filmmakers like Suresh Triveni, Hardik Mehta and Aarif Sheikh, among others.
Abundantia Entertainment was a pioneer creator in the streaming world with the Amazon Original, ‘Breathe’ in 2018. This was followed by its critically-acclaimed second season, Breathe: Into The Shadows, which also marked the digital debut of movie stars Abhishek Bachchan and Nithya Menen and featured Amit Sadh. Other content in development as streaming originals includes, an Amazon Original, ‘The End’ starring Indian superstar Akshay Kumar, a serialized drama based on the book ‘Men Who Killed Gandhi’, and a multi-season crime drama, based on the bestselling ‘Rita Ferreira’ books.
To focus on high-growth and high-potential segments and genres, Abundantia Entertainment has launched two genre verticals – ‘Psych’ for horror and paranormal and ‘Filters’ for the Young Adult segment and is actively developing content under these.
About T-Series:
T-Series is India’s leading music label and film production studio with Mr. Bhushan Kumar heading the company. Founded more than 30 years ago by Shri Gulshan Kumar, T-Series has successfully churned out popular Hindi and regional commercial music along with devotional music content. Being India’s leading music label with its fan base across the globe, T-Series’ YouTube channel is the No.1 YouTube channel in the world with highest subscription (as on today more than 184M) and views (as on today more than 155 billion). T-Series, which started off as a music company in 1984 has today successfully transformed itself into a formidable film studio over the years. Along with creating film music and independent singles, T-Series is currently the biggest film studio that produces around 15-20 films every year. The company has spread its wings to produce digital content for OTT platforms as well.
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