In a unique initiative, multiplexes/cineplexes operator PVR INOX will soon start showing public service awareness films, reaching millions of viewers over two weeks on 1000 screens focusing on “disability”.The Public Service Awareness film was launched by Rajesh Agarwal, Secretary, Department of Empowerment of Persons with Disabilities, Ministry of Social Justice and Empowerment on Wednesday.
The National Centre for Promotion of Employment for Disabled People (NCPEDP) along with its partners PVR INOX Limited, the largest and most premium film exhibitor in India, Delhi Metro Rail Cooperation (DMRC) and Mphasis F1 Foundation on Wednesday announced the launch of “Inclusive Bharat Viksit Bharat,” a film focused on disability.
This film addresses the everyday challenges faced by individuals with disabilities and attempts to instill a deeper understanding and compassion among audiences nationwide.
The first-of-its-kind film serves as a powerful catalyst for change, encouraging viewers to engage in meaningful discussions about disability rights and the importance of inclusion. Through compelling narratives and real-life stories, the film aims to create an emotional connection that inspires action and attempts to dispel the stereotypes around disability.
Secretary Rajesh Agarwal, Department of Empowerment for Persons with Disabilities (DEPwD) said, “Govt of India remains steadfast towards creating a society where every person with disability can lead a dignified life. This public service announcement is a critical tool in raising awareness about the barriers faced by persons with disabilities, and it highlights the urgent need for collective responsibility in ensuring accessibility and inclusion. We commend NCPEDP, Mphasis F1 Foundation and PVR Inox for their efforts in bringing this important message to the forefront and look forward to seeing its positive impact across the nation.”
Deepa Menon, Senior Vice President, Corporate Communications and CSR, PVR Inox Limited said “Cinema has always been a powerful storyteller, shaping perceptions and influencing social change, and now it’s amplifying the voices of millions of people with disabilities who have often been marginalized and left unheard, shedding light on their experiences and the urgent need for a more inclusive society.
“This film aligns with our commitment to make cinema accessible to all through multiple initiatives such as sensory screenings and facilities for people with disabilities, ensuring that everyone has an equal opportunity to experience the magic of cinema. All in all, we are proud to be part of this vital initiative, and through our extensive network of theatres, we aim to amplify this essential message, inspiring audiences to embrace a more inclusive perspective,” Menon added.
Deepa Nagraj, Global Head of Communications, Sparkle Innovation Ecosystem, ESG, and CSR at Mphasis applauded the initiative and said, “At Mphasis F1 Foundation, we are committed to fostering an inclusive society where every individual, regardless of ability, has the opportunity to thrive. This PSA is an important step toward raising awareness about the challenges faced by persons with disabilities and advocating for a more accessible and equitable environment. By bringing this message to theatres across the country, we aim to create mass awareness and promote collective action to build a more inclusive India. We are proud to support NCPEDP in this crucial initiative that aligns with our vision of driving positive social change through meaningful action.”
"As India strives to become Viksit by 2047, the idea of inclusivity and issues of disabled people should get mainstreamed. This film is a powerful step toward that change, highlighting the importance of inclusivity and the its role in fostering a community where everyone can succeed and contribute to a richer, more diversified society. The power of the film to promote attitudinal change remains significant,” said Arman Ali, Executive Director, NCPEDP. (UNI)
