In a historic move, the Post & Telegraph department of the Government of India has for the first time entered into a marketing tie-up with a film, Road To Sangam, scheduled for release on January 29. Written and directed by Amit Rai, the film features Om Puri, Paresh Rawal and Mahatma Gandhi’s grandson, Tushar Gandhi.
The idea for the film was sparked off by a BBC documentary. Weaving fact with fiction, Rai came up with a story that revolved around the discovery of an urn containing the Mahatma’s ashes in a vault of a nationalised bank in 2000.
“Given its message of national integration and the fact that the now-forgotten postcard plays an integral role in the film, we decided to approach the P & T department. Our initial efforts came to naught. Then, on December 15, 2009, we landed at the head office in Delhi and set up a screening for December 24,” says the film’s producer Amit Chheda.
“On January 1, they agreed to a marketing tie-up that includes promoting the film with ads in print and electronic media and posters put up at post-offices across the country,” he adds.
The department has also agreed to give the film a special cover and designs for the specially stamped envelope based on the film’s posters have been dispatched to Delhi for approval. “If we can lock on a design soon, the envelope could be out by the end of the month,” says Chheda.