Yash Raj Film’s new youth films studio, Y-Films, launched with a bang in a young & fun event in line with the audience its catering to.
Themed like an 18 year old’s house party, the event unveiled its aggressive line up of 3 releases for 2011.
Keeping with its vision of being a platform for new talent, Y-Films also showcased the fresh crop of directors and stars of the 3 films.
Speaking on the new studio, Vice Chairman, Yash Raj Films, Aditya Chopra stated, “The youngest country in the world. Housing the largest movie going audience in the world. Youth! Its a segment that's not just too big - but too important - to ignore. Y-Films continues YRF's trend of breaking new genres. With a laser-sharp focus on youth, we hope to create a brand of cinema that will capture the hearts & imaginations of this elusive bunch and rock their world. Here's to a new revolution - that begins with 2 fingers!"
Y-Films is headed by Ashish Patil, formerly head of youth music channel, MTV in India. Patil adds, “Y-Films promise to deliver kick ass films of the youth, by the youth, for the youth. And be a platform for new talent – both on screen and behind the scenes – who will challenge, break and set new rules of story telling. Get ready to spread the Y-rus!”
The event played out the exclusive first looks of the 3 films and a ground-breaking new stop motion music video from the first release ‘Luv ka The End’. Directed by Bumpy, Luv ka The End features Shraddha Kapoor and introduces Taaha Shah. It has a foot-thumping soundtrack by Ram Sampath and is slated for release on 6th May.
Film #2 which is a rom-com against the backdrop of social networking is interestingly titled ‘Mujhse Fraaandship Karoge’ – a cheesy take off on one of YRF’s own earlier releases and colloquial internet lingo used for making friend requests. Directed by Nupur Asthana, it introduces 4 new faces, Saqib Saleem, Saba Azad, Nishant Dahiya & Tara D’souza and marks the Bollywood debut of desi folk-rocker Raghu Dixit as composer.
Film #3, on the other hand, is a tech-based caper, which is the story of India’s youngest and most twisted hacker titled ‘Virus Diwan’. With a tagline that reads ‘Enter. Infect. Escape’, it’s the launch pad for Arjun Kapoor.
Dressed in brand colors, the young new cast & crew, aptly represented the vibrancy, passion and energy of today’s youth. Movies truly seem ready to get rocked!
(Left to Right) Nishant Dahiya, Tara D'Souza, Taaha Shah, Shraddha Kapoor, Arjun Kapoor, Saba Azad, Saqib Saleem