PPC ties up with Sunita Menon to create 'PPC Cause Cinema' 
By IndiaFM News Bureau, May 11, 2007 - 07:04 IST
Recognizing the power that cinema has in India in bringing about social change, PPC is proud to launch ‘PPC Cause Cinema’ in partnership with India’s wellness guide and mentor Ms. Sunita Menon. PPC Cause Cinema will be a division of PPC which will seek to create and market cinema with a specific social intent and message.
This is the first organized initiative by any film company in the country to go beyond the profit motive and use the persuasive powers of Bollywood to address real social issues that touch the lives of millions in India.
Apart from its own projects, ‘PPC Cause Cinema’ will also provide a platform that brings together Bollywood’s film-making talent on one hand and the Indian corporate world on the other, to enable corporations to fulfill their aspirations of helping bring about a social change.
Percept Picture Company had created ‘Phir Milenge’ (2004) which supported AIDS as a cause, starring Salman Khan, Shilpa Shetty and Abhishek Bachchan in lead roles.
Speaking on the occasion, said Mr. Shailendra Singh, Jt. Managing Director, Percept Holdings, “Cinema is entertainment, but if at the end of an enjoyable two-hour experience, a film can leave behind a strong social message, that’s magic; and it will be our intent to create that magic in all our Cause projects”.
We are delighted to have Sunita Menon on the Board of ‘PPC Cause Cinema’ and as an equal partner in the initiative. Sunita has been a friend and well wisher of the group, but more than that she has a passion to do things which can help us and our social environment. It’s this mutual interest that led to the creation of the PPC Cause Cinema initiative.”
Said Ms. Sunita Menon, “PPC came up with this idea of Cause Cinema which interested me immensely. I believe that there is a gap in the Bollywood offering today, and our endeavor will be to fill this void by providing thought-provoking Cause Cinema for the audiences.
Cause films will tell a story in a seemingly objective manner on subjects like AIDS, poverty, illiteracy, women empowerment, rape, children issues, sex-education, drugs, prostitution, crime, juvenile delinquency, smoking etc. They may also carry an overt ideological message or create subversive images as intended by the filmmaker that can encourage a range of attitudes from the audience”
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