Har Ghar Mein Star - Lovelina Borgohain by Subhajit Mukherjee for Star CementWho liked - Har Ghar Mein Star - Lovelina Borgohain by Subhajit Mukherjee for Star Cement

Subhajit Mukherjee Composer, Music Director

ABOUT

BACKGROUND

Being a home-grown brand of North-East, Star Cement, seeks to connect emotionally with the people of the region by saluting their never-say-die spirit and their inner strength. Its long-standing ethos epitomized by the slogan, ‘Har Ghar mein Star [A Star in every home] reflects the brand’s wide and enduring presence across Northeast and its mission to nurture and support rising stars of the region. As part of this ongoing ‘Har Ghar Mein Star’ campaign which uses sports people from the region to further solidify its ethos, Star Cement has partnered with Olympic medallist and star boxer Lovelina Borgohain for this film that celebrates the unwavering spirit of the brand, and that of North-East.

INSIGHT

The North-East is tormented by various natural calamities but none of them can dampen the spirit of those who live in these parts, including sports people who are trying to make their dreams come true. They fight the tough natural conditions and triumph over them time and again. This attitude is true not only of the people of the North-East but also of its flora, where the rarest of orchids brave the harshest of terrains and climate conditions to bloom and become beautiful flowers.

CREATIVE IDEA

This film, as part of the ‘Har Ghar Mein Star’ series draws a unique parallel between these orchids and the people of the North-East – showing how they are beautiful and tough, much like the people of the region. It shows how these challenging conditions can neither keep orchids from blooming nor talent like Lovlina’s from blossoming to her full potential. It has been filmed in a stylized way to bring alive the unique, visually poetic juxtaposition of the star boxer and the rare flowers of that region. And backed by an original soundtrack to create the powerful vibes of North-East’s war dance using their native tribal music and real sounds from its challenging natural conditions.

RESULT

Designed unlike a typical sports film and created differently from a regular cement commercial, the ‘FLOWER POWER’ film has stood out uniquely amongst consumers and ad critics alike. It has not only garnered love from the mass but also received appreciation from ad veterans on social media, with several eminent media publications like the Brand Equity, Adgully, MediaBrief, manifest and more covering this film.

Execution
Film:
Using a unique metaphor and an interesting juxtaposition, the film draws an interesting parallel between the resilient orchids of the North-East, and the resilience of people from that region like Lovlina. It creates a visual spectacle with the help of some meticulous CGI to bring alive the extreme challenges faced by these beautiful orchids. And then, brilliantly intercuts this ‘flower power’ with the tough training, determination and doggedness of a champion boxer like Lovlina, and the resolute spirit and attitude one often sees in the kids of the North-East.

Soundtrack:
To weave all this together a one-of-a-kind North-East Indian ‘war dance’ original soundtrack was composed to match the poetic prowess and the gritty spirit of the concept. To keep the track authentic to the region, instruments like North-East Indian Tribal Drums, Bihu Dhol, Toka, Pepa, Dui Taar, Bamboo Flute, Pepa and Hutuli are used along with solo violin, solo viola and solo cello to make it more cinematic. Towards the end when the protagonist wins, the genre of the music shifts from war dance to Bihu, which is a celebratory music style specific to the region of Assam. The sound design is also done in such a way so that it becomes the part of the track and adds to its cinematic impact and power.

Sound Editing:
Each foley/real/ambient sounds like the blooming of the flowers, rain, storm, lightning, earthquakes, boxing punches, breath, footsteps, boxing ring bell, etc were either recorded newly or made or taken from a library and then were processed and edited as per the requirement of the film and the soundtrack.
The track laying of these sounds were done meticulously keeping everything on tempo and synced properly with the visuals and the original score, so that altogether they sound as a part of one track.