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'Pritish Nandy Communications' gets prestigious tag

By Subhash K. Jha, IANS

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Popcorn Khao! Mast Ho Jao! WallpapersPritish Nandy Communications (PNC) has been awarded the ISO 9001: 2000 certification, an acknowledgement that its dreams of becoming a corporate house are turning real.

While other film production companies in Bollywood are still dreaming of becoming part of an organized sector, PNC has achieved what it had set out to in the five years of its active functioning..

"We wanted to build a corporate house that would do the Indian movie industry proud...and I think we have succeeded," said the company's dynamic head, Pritish Nandy.

The certification was awarded by the extremely respected SGS, the Britain-based certification agency.

Said Nandy: "What this certification basically means is that we've started out the process of corporatization in Bollywood and our film industry may well be recognized as an organized sector if others follow the lead."

Some months ago PNC received the Deloitte Touche Tohmatsu award in Hong Kong for being the world's 108th fastest-growing media company. PNC was the only Indian media company selected for the honour, and overall the third Indian company to figure in the list.

Lately the Institute Of Directors in Bangalore awarded PNC the Golden Peacock award for the most innovative product-the multiplex movie.

"For sure we've been targeting our films at the young urban Indian who frequent the mutiplexes," says Nandy. "But now after the success of our 'Jhankar Beats' and other hip-and-happening films, we want to take our products beyond the multiplexes."

Popcorn Khao! Mast Ho Jao! WallpapersPNC's two forthcoming films are a study in contrasts. "Popcorn Khao Mast Ho Jao", opening later this month, is a vibrant look at the longings and cravings of today's young, starring a promising new face Akshay Kapoor along with Kajol's sister Tanisha (who's being re-launched) in the film. PNC's "Shabd" which opens in October features the impressive cast of Aishwarya Rai, Sanjay Dutt and Zayed Khan.

What binds the two films together is the craving to take Indian cinema beyond its conventional formulae and clichés.

Admitted Nandy: "Yes, that remains the predominant raison d'etre for PNC. In the past we've given talented new directors like Sujoy Ghosh and also the sleeping giants like Sudhir Mishra('Chameli', and the forthcoming 'Hazaron Khwaishen Aisi') a chance to come forward with their voices. In 'Popcorn Khao Mast Ho Jao' and 'Shabd' we're introducing two bright young directors Kabir Sadanand and Leena Bajaj, who we feel have the capacity to carry Hindi cinema forward towards attaining a global voice."

What's remarkable is the instant approval that directors get at PNC.

Said Nandy: "No red tapism, no hemming and hawing. When we read Sujoy Ghosh's 'Jhankar Beats' we immediately told him to a take sabbatical from his job in London and move to Mumbai to make the film. Likewise Kabir Sadanand and Leena Bajaj...they just clicked instantaneously. We employ directors like any other workers and give them their due respect."

Both Sadanand and Bajaj have created products that are as dissimilar from one another, as they are removed from the run-of-the-mill entertainers.

Nandy says his company intends to invent a new dialect of mainstream entertainment. Regardless of how "Popcorn Khao Mast Ho Jao" and "Shabd" fare at the boxoffice, the pursuit for innovative excellence will continue.

On the anvil are new ventures by filmmakers like Anirban and the seasoned Deepa Mehta.

"We feel Bollywood is on the verge of a renaissance and we certainly want to be an integral part of that new awakening," said Nandy.


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