Kailash Surendranath

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Kailash Surendranath (born 24 June 1950); is an Indian advertising filmmaker. [1] Kailashnath Surendranath is an Indian film director, producer, and advertising pioneer, recognized for his contributions to Indian advertising and media. [2]

Contents

Over a career spanning several decades, [3] he has directed more than 6000 commercials and numerous national integration films including Mile Sur Mera Tumhara (unity-in-diversity) song in 1986, [4] one of the second film of the trilogy created for Doordarshan’s Lok Seva Sanchaar. The song became the unofficial anthem of India. [5]

In the recent years, he spearheaded the patriotic initiative Har Ghar Tiranga, [6] a campaign developed for the Ministry of Culture that celebrated India’s 75th Independence Day,  Azadi ka Amrit Mahotsav. [7]

He directed the 2001 romantic comedy feature Love You Hamesha , that featured music composed by A. R. Rahman. [8] [9]

Veteran Surendranath is best known for the iconic television advertisements, including  the Liril commercial featuring Karen Lunel [10] [11] the Nirma ad campaigns, [12] the Glucose-D advertisement [13] featuring Amjad Khan and the Campa Cola [14] advertisement featuring Salman khan [15] and Aarti Gupta Surendranath.

Early Life and Background

Kailash was born and brought up in Bombay. He pursued his higher education at St. Xavier’s College, graduating with a Bachelor of Science degree in Physics and Mathematics (1970-1974).

Born into a family with a rich artistic legacy, Kailash Surendranath is the son of Surendra, a well-known singer and actor from the Golden Age of Indian cinema who appeared in numerous Bollywood classics. Inspired by his father’s career, Kailash developed an interest in visual arts and storytelling. [16]

Career

Kailash Surendranath developed a passion for filmmaking early in his career. He became known for his innovative approach and worked on several notable projects, gaining recognition in the industry. [17]

1970s

The Liril Ad (1975)

At the age of 17, Kailash Surendranath directed the Liril commercial featuring Karen Lunel. This advertisement introduced a new approach to Indian advertising, with Lunel depicted under a waterfall, symbolizing freedom and vitality. [18] The ad gained significant popularity and contributed to the Liril brand’s success. It also helped establish Surendranath’s reputation in the advertising industry. [19]

Even before the Liril ad, Surendranath directed Sita Aur Saleem, a national integration film produced for the Films Division. [20] The film was noted in cinema circles for its focus on social themes, highlighting Surendranath’s early commitment to using cinema as a medium for promoting national unity.

In 1976, Kailash Surendranath directed a Britannia Glucose-D commercial featuring Amjad Khan, famously known for his iconic role as Gabbar Singh, one of Bollywood’s most feared villains. [21] This advertisement marked Khan’s first appearance in a commercial, making it a notable moment in Indian advertising history and highlighting the early use of celebrities to endorse products. [22]

1980s

Nirma Campaign (1982)

In 1982, Kailash Surendranath directed a significant campaign for Nirma washing powder, which became one of the most iconic advertisements in Indian history. The commercial featured the well-known jingle “Washing Powder Nirma” and introduced the character Lalita ji, portrayed by actress Kavita Chaudhary. [23] Lalita ji’s portrayal as a savvy consumer highlighted the smart choice of purchasing Nirma, appealing to cost-conscious Indian households. [24]

Surendranath’s direction brought a fresh perspective to the campaign, effectively positioning Nirma as an affordable yet high-quality alternative to multinational detergent brands. [24] This campaign played a crucial role in transforming Nirma into a household name and significantly impacted the Indian advertising industry by promoting a domestic brand in a market dominated by international companies. [24]

Torch of Freedom (1987)

In 1987, Kailash Surendranath directed Torch of Freedom, the first film in a trilogy that celebrated national pride and integration. The film was produced during pre-liberalisation India, a period characterised by economic restrictions and high taxation. It sought to foster a sense of national pride during a time when such sentiments were not as prominent. [25]

The film featured prominent Indian sports icons across the nation, symbolising unity and the enduring spirit of the country. The soundtrack, composed by Louis Banks included a partial rendition of India’s national anthem. This inclusion initially faced resistance from Doordarshan. However, then-Prime Minister Rajiv Gandhi approved its use, and the anthem’s strains became a defining element of the trilogy’s theme. [26]

The film received critical acclaim and featured a lineup of notable sports personalities, including cricketers K Srikkanth, Mansoor Ali Khan Pataudi (Tiger Pataudi, who appeared with his daughter Soha Ali Khan), Kapil Dev, and Sunil Gavaskar. Athletes Milkha Singh, P.T. Usha, Shiny Abraham, and Adille Sumariwalla, as well as footballers PK Banerjee, Chuni Goswami, and Jarnail Singh, were also part of the cast. Other prominent sports figures included tennis players Ramanathan Krishnan and Ramesh Krishnan, swimmer Taranath Shenoy, billiards player Michael Ferreira, hockey players Balbir Singh and Mervyn Fernandis, basketball player Abbas Moontasir, and badminton player Prakash Padukone. [26]

The film was well-received and is noted for its thematic focus on national pride and integration, contributing to Kailash Surendranath’s recognition as a filmmaker who highlighted patriotic themes in his work. [27]

Mile Sur Mera Tumhara (1986)

In 1986, Kailash Surendranath conceptualized and produced Mile Sur Mera Tumhara , a national integration film aimed at promoting unity and celebrating India’s cultural diversity. Surendranath, along with his team, including Suresh Mullick, developed the concept of a song presented in multiple languages, featuring prominent personalities from cinema, music, and sports. The film became a national sensation and is often regarded as “India’s second national anthem” due to its immense impact on national pride and unity. [28]

The soundtrack, composed by Louis Banks, incorporated Hindustani classical music to reflect the spirit of India. A pivotal moment in the film’s production occurred when Surendranath suggested incorporating strains of the national anthem, a proposal that was approved by Prime Minister Rajiv Gandhi after initial reservations from Doordarshan. [29]

The production process, conducted in the pre-internet era, involved extensive travel across the country, with communication primarily through letters and trunk calls to coordinate the participation of cast and crew. The music was adapted into various regional languages, including Assamese, Bengali, Gujarati, Kannada, Kashmiri, Malayalam, Marathi, Odia, Punjabi, Sindhi, Tamil, Telugu, and Urdu, with new musical arrangements created for each language. Surendranath and his team encountered challenges in assembling the personalities, as some were unavailable, but many agreed to participate due to the success of Spread the Light of Freedom the previous year. [30]

Upon its release on Independence Day, Mile Sur Mera Tumhara garnered widespread acclaim, further solidifying its place as a symbol of national integration and pride. [31]

Nurturing Early Talent

Kailash Surendranath has played a vital role in nurturing early talent in the Indian entertainment and advertising industries. Many actors faced the camera for the first time under Surendranath’s direction. He launched prominent figures, including Salman Khan, who appeared in the Campa Cola advertisement in the early 1980s. [32] This was one of Khan’s earliest roles before his rise to fame in Indian cinema. [33] Jackie Shroff featured in a Cadbury Drinking Chocolate ad, [34] Arjun Rampal appeared in a denim campaign, [35] and Aishwarya Rai starred in a fairness cream commercial alongside Mahima Chaudhry. [36]

Additionally, Kailash provided early industry exposure to Ekta Kapoor, who interned with him at the age of 15, gaining experience in filmmaking and advertising. This internship preceded her later work at Balaji Telefilms. [37]

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References

  1. ↑ Harneet Singh (27 April 2002). "Arti Surendranath: Up, close and personal". Times of India . Retrieved 17 January 2015.
  2. ↑ "Kailashnath Surendranath - Director information and companies associated with | Zauba Corp". www.zaubacorp.com. Retrieved 12 December 2024.
  3. ↑ "Independence Day Special: Har Ghar Tiranga Creator Kailash Surendranath Shares His Journey". Free Press Journal. Retrieved 12 December 2024.
  4. ↑ "Sachin roped in for new Mile Sur Mera Tumhara". The Hindu. 8 February 2010. ISSN   0971-751X . Retrieved 12 December 2024.
  5. ↑ Deol, Taran (10 October 2020). "Mile Sur Mera Tumhara, an advertisement for unity in diversity and India's unofficial anthem". ThePrint. Retrieved 12 December 2024.
  6. ↑ "Independence Day Special: Har Ghar Tiranga Creator Kailash Surendranath Shares His Journey". Free Press Journal. Retrieved 12 December 2024.
  7. ↑ PTI (2 August 2022). "Govt to honour Tricolour designer P Venkayya, launch Har Ghar Tiranga anthem & video". ThePrint. Retrieved 12 December 2024.
  8. ↑ "Kailash Surendranath". Sify . Archived from the original on 15 March 2016. Retrieved 17 January 2015.
  9. ↑ "Kailash Surendranath awarded for Phir Mile Sur video". Times of India . Retrieved 17 January 2015.
  10. ↑ www.ETBrandEquity.com. ""Liril transformed my life completely," says former Liril girl, Karen Lunel Hishey - ET BrandEquity". ETBrandEquity.com. Retrieved 19 December 2024.
  11. ↑ BS50, B.S. News. "40 Years Ago...and now: Liril Girl showed how to target a state of mind". www.business-standard.com. Archived from the original on 18 May 2024. Retrieved 19 December 2024.{{cite web}}: CS1 maint: numeric names: authors list (link)
  12. ↑ Venkatesh, Mahua (13 January 2019). "Liril and Lalitaji: A tale of two ads and how they captured India's attention". ThePrint. Retrieved 19 December 2024.
  13. ↑ "Gabbar the first villain to be ambassador". CNN-IBN . Archived from the original on 19 January 2015. Retrieved 17 January 2015.
  14. ↑ www.ETBrandEquity.com. "When Campa Cola gave Salman Khan his first break - ET BrandEquity". ETBrandEquity.com. Retrieved 19 December 2024.
  15. ↑ Feb, Mumbai Mirror / Updated; MM; Ist, Mumbai mirror. "Salman Khan revisits old days with ad-filmmaker friend Kailash Surendranath at Mehboob Studio". Mumbai Mirror. Retrieved 19 December 2024.
  16. ↑ "It's going to be an incredible future; stay relevant to be part of it: Kailash Surendranath at BrandSutra Annual Lecture". Free Press Journal. Retrieved 13 January 2025.
  17. ↑ Mumbai, afaqs!. "Defining Moments: Kailash Surendranath: All angles covered". www.afaqs.com. Retrieved 16 January 2025.
  18. ↑ www.ETBrandEquity.com. "Lalitaji: The 'Kharidaari Mai Samajhdari' icon for Surf - ET BrandEquity". ETBrandEquity.com. Retrieved 16 January 2025.
  19. ↑ "50 Years On, How Liril And Karen Lunel Changed Indian Advertising". www.ndtv.com. Retrieved 16 January 2025.
  20. ↑ "Kailash Surendranath | Producer, Director, Writer". IMDb. Retrieved 16 January 2025.
  21. ↑ www.ETBrandEquity.com. "Glucose-D: When Gabbar's asli pasand became every child's favourite - ET BrandEquity". ETBrandEquity.com. Retrieved 16 January 2025.
  22. ↑ "Gabbar the first villain to be ambassador - IBNLive". archive.ph. 19 January 2015. Retrieved 16 January 2025.
  23. ↑ www.ETBrandEquity.com. "Lalitaji: The 'Kharidaari Mai Samajhdari' icon for Surf - ET BrandEquity". ETBrandEquity.com. Retrieved 16 January 2025.
  24. 1 2 3 "Throwback: When Lalitaji shielded Surf from redundancy". www.storyboard18.com. Retrieved 16 January 2025.
  25. ↑ Anand, Vejay (9 July 2021). "Iconic Ads: Spread the Light of Freedom - Torch Point of View". Point of View. Retrieved 21 January 2025.
  26. 1 2 John, Geeta (12 August 2021). "The torch song: flashback 34 years". The Hindu. ISSN   0971-751X . Retrieved 21 January 2025.
  27. ↑ Torch of Freedom (20 January 2021). "Spread the light of freedom, filler film featured in 1987". r/india. Retrieved 21 January 2025.
  28. ↑ Kulkarni, Shreyas. "What will it take to create another 'Mile Sur Mera Tumhara'?". www.afaqs.com. Retrieved 24 January 2025.
  29. ↑ "Blog: Remembering 'Mile sur mera tumhara', the song of united India | Opinion". Campaign India. Retrieved 24 January 2025.
  30. ↑ Deol, Taran (10 October 2020). "Mile Sur Mera Tumhara, an advertisement for unity in diversity and India's unofficial anthem". ThePrint. Retrieved 24 January 2025.
  31. ↑ www.ETBrandEquity.com. "Celebrating 35 years of India's second national anthem, 'Mile Sur Mera Tumhara' - ET BrandEquity". ETBrandEquity.com. Retrieved 24 January 2025.
  32. ↑ "Kailash and Arti Surendranth talk about good friend Salman Khan and his rise to super stardom". The Indian Express. 26 October 2016. Retrieved 10 January 2025.
  33. ↑ "I have been flooded with messages after Salman spoke about me on Koffee with Karan - Kailash Surendranath". www.tellychakkar.com. Retrieved 10 January 2025.
  34. ↑ www.ETBrandEquity.com. "When chills of Kashmir and steams of Cadbury drinking chocolate came together - ET BrandEquity". ETBrandEquity.com. Retrieved 16 January 2025.
  35. ↑ "Fotocorp : Arjun Rampal, Rajesh Shringarpure Arjun Rampal hosts screening of film Daddy". www.fotocorp.com. Retrieved 16 January 2025.
  36. ↑ Team, DNA Web. "Throwback Video: When Aishwarya Rai Bachchan and Mahima Chaudhry featured together in fairness cream TVC". DNA India. Retrieved 16 January 2025.
  37. ↑ "Transformation of Ektaa Kapoor from producing family-oriented to bold content – Bilkul Online". 22 October 2024. Retrieved 10 January 2025.
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