Jeypore/Bhubaneswar: The music video ‘Subharambha’ was launched on ‘Panaa Sankranti’ (Odia New Year) to mark a whole new beginning of Odia identity and content creation.
The maiden music video of ‘Uttisthata Jagrata’ campaign named “Subharambha”, based on Pandit Godabarisha Mahapatra’s timeless classic “Utha Kankala” was released on Youtube on April 14 (Odia New Year).
Over 30 distinctive artists, cultural activists and Swabhimani Odias from all over Jeypore have contributed to “Subharambha” cutting across caste, creed and religion.
Produced by Panchabati Srujanalaya in association with Jeypore Film Company, the Subharambha has been conceived by Tosh Nanda and directed by Vishal Patnaik (Odisha state award-winning director of the film ‘Chondalo’).
‘BnR Films’ is the official publicity partner of the video.
Convener of ‘Uttisthata Jagrata’ campaign Tosh Nanda said, “The sole objective of ‘Uttisthata Jagrata’ campaign and Panchabati Srujanalaya is to rejuvenate the lost sense of pride in every Odia’s heart for their culture and roots using the medium of cinema. We intend to make more such Odia classics into music videos and cinema to preserve it for the generations to come. This literature and values are neither available in syllabus for today’s school goers nor do children today have the time to read about their culture and roots. The medium of cinema is the most effective path into the Gen Next Odia’s heart.”
Regarding the project, BnR Films CEO Biswanath Rath said, “We strongly believe Subharambha is not just a project, but the beginning of a revolution, which was waiting to unleash itself in an epic way. And it has been an absolute honour for us to be associated with this revolution.”