HUL and MTV India to create branded feature films

Hindustan Unilever (HUL) and MTV India have come together for a new innovation. Over the next six months, MTV India will showcase a new feature film, each of which will centre around one HUL brand.

To kickstart this property, MTV will air ‘Sunsilk Real FM’, a film directed by Anurag Basu. The story revolves around three friends; Rhea, the protagonist, is 22 and carefree. She is crazy about her two best friends. Her father runs a radio station, and one day suffers a heart attack. In the wake of an emergency, coupled with a dwindling radio station, she takes it upon herself to turn things around. Along with her two friends she not only saves the station, but also brings about a welcome change in the programming. Her father, who sees the effort put in by his daughter and her friends through a live broadcast of the show, is very proud.

The film is about young, confident girls and the camaraderie they share. In addition, it also aims to make a mark in the minds of viewers through the music.

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Says director Anurag Basu, “When I was approached by MTV and HUL to make a film inspired by Sunsilk, I was really thrilled and did not want to miss out on the opportunity. In the past few years I have started believing that one can get their messaging across through branded films. I strongly think that films made for the television is the future of Indian film industry and I personally have a great lot of expectations with this short film.”

Sunsilk Real FM will air on March 23, 2014, 7.00 PM on MTV.