India Lies In You
Is what is good for the society good for the self?
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Come January 30th, 2010 and we will witness the third edition of India Lies in You. The event was conceptualized as a melting pot for ideas and suggestions to empower every Indian to work for the upliftment of India. The format, unique in every aspect, centres around a movie and the underlying theme of that movie.
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- Dept. of Arts & Culture, Goa
- Amul India
- State Bank of India
Manthan (1976)
Possibly the only film ever to be sponsored by Indian farmers, Manthan comes to the screen courtesy of the Gujarat Co-operative Milk Marketing Federation and follows the progress of a team who set out to start a milk co-op in rural Gujarat. Led by a veterinary surgeon (a character based on the now famous Dr Kurian), the milk co-op workers soon find their path blocked both by greedy middlemen intent on exploiting the villagers.
Appealing to the outcaste community to outwit their opponents, the team appoints Bhola (Naseeruddin Shah), an impoverished farmer, as their mouthpiece. But suspicious of city-dwellers and carrying the burden of family betrayal, Bhola's involvement stirs up violent caste clashes. The movie thus brings into focus the challenges and objections one faces when she/he sets out to bring out a positive change in society.
Combining a social message with human characters, Shyam Benegal's film manages to spread practical information about milk co-ops across rural India at the same time as entertaining. Aside from the great measurable success that this project was, it also demonstrated the power of "collective might".
The movie also brings into focus various business management issues such as Society building, People management, Semi-skilled and unskilled work force, People upliftment and Creating organisation with ownership feelings.
The film was well-received and has won the following awards:
- 1977 National Film Award for Best Feature Film in Hindi
- 1977 National Film Award for Best Screenplay: Vijay Tendulkar
- 1976: Indian submission for the Academy Award (Oscars) for Best Foreign Language Film