MUMBAI: Filmmaker Ashutosh Shah has pioneered as a young filmmaker. His work as a Director and Co-Creator for the show Hundred got him in the limelight. He along with his partners at R.A.T films has done some unique work be the cool commercials they have directed for some of the biggest brands to producing one of the most viral videos on Financial literacy for women, The Divide, or producing one of the biggest Children’s animation film Hanuman Da Damdaar, even if it’s a music video for Adult Literacy titled ‘Shiksha Ka Suraj.’
Talking about his initiative, filmmaker Ashutosh Shah states “as a filmmaker I have constantly tried to do meaningful work. If we get an opportunity where we can create awareness on a relevant issue it’s the best thing that we can do! This allowed us to collaborate with some of the biggest stars and at the same time tell a story which would inspire people to take up education”.
The music video “Shiksha Ka Suraj’ was made to promote Adult literacy for the National Literacy Mission Authority. NFDC and the National Literacy Mission Authority wanted to make a strong, memorable music video to educate and reach out to people across the country. People who would be open to getting themselves educated. The video has got a great response and it has been hailed as the Mile Sur Mera Tumhara of the millennium by the govt.
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The song ‘Shiksha Ka Suraj’ has been written by Javed Akhtar and sung by Sonu Nigam and Alka Yagnik. The music has been composed by Lalit Pundit. The video has been directed by Taher Mithaiwala and Ashutosh Shah, with Ruchi Narain who produced it for R.A.T films. The track has already been shot in extensively all over India with a massive scale and has Shahrukh Khan, Anil Kapoor, Kareena Kapoor, Priyanka Chopra, Farhan Akhtar, and Shabana Azmi in it.
