Unlike her colleagues, apart from her endorsement commitment, Aishwarya Rai Bachchan has an added exciting agenda this year at the Cannes. Earlier today, she joined director Madhur Bhandarkar and producer Ronnie Screwvala, UTV Motion Pictures, first for a photo-call and subsequent press meet to officially announce the launch of their next project, HEROINE.
Describing the film as a ‘flight of fantasy,’ Aishwarya said she’s excited to be working on a new genre. ‘It’s great to have the opportunity to do different types of cinema. I consider myself blessed to have such a variety of experiences working in Indian cinema. This will be a new experience.’
And in true new-found tradition of film promotion via social networking, Madhur was quick to tweet about the moment. “HEROINE film announced at Cannes today. Here is a pic. http://lockerz.com/s/101188789”, he posted.
The film is based on the life and times of a superstar heroine, Mahi (played by Aishwarya Rai Bachchan) from the dream factory we call ‘Bollywood’. The film is a daring, shocking, glamorous, scandalous behind the scenes account of the reality behind the world of glitz and glamour that our film stars inhabit. With ‘Heroine’, Madhur continues his trademark film-making art of bringing to limelight women-centric scripts. The film rolls on floors in June.
Talking about the film and her association with Madhur and UTV, Aishwarya Rai Bachchan went on to say, “Heroine is a film that the team was very excited about and yes I have just agreed to come on board. Madhur has been speaking to me for many years to collaborate together on a film and I am glad we are finally working together on HEROINE. He is the director of multiple award winning films in India and hence, as an actor I’m certainly looking forward to this experience. UTV and I have worked before on special work of cinema; Jodhaa Akbar and Guzaarish, both of which have achieved incredible acclaim, appreciation and awards for us (and many best actress awards for me). This new venture certainly looks like a strong creative synergy and I look forward to this new journey in film”.
On this occasion, Indian National Award winning director, Madhur Bhandarkar said, “I feel delighted to announce Heroine, my next project, at Cannes – one of the most prestigious global platforms. Unveiling the first look here is certain to be an auspicious start to the movie which goes into production mid this year. HEROINE is an extremely glamorous yet bold story of the internal journey of a star, which is sure to appeal to audiences across the globe and therefore Aishwarya was a perfect choice for the film – no one could have essayed the role better. I’m also glad that Bhandarkar Entertainment and UTV are working together again. This is our second film together and we share the same vision which makes the entire process of filmmaking very smooth.”
At the unveiling of HEROINE at Cannes, Ronnie Screwvala, CEO, UTV said “UTV and Madhur’s combination in Fashion combined the right blend of reality, something that Madhur excels in, with glamour, and it was mounted on a large canvas. With HEROINE we take it to the next level and when you see the movie finally you will know it was written only with someone as talented and expressive and stunning as Aishwarya in mind.”
Here check out the 1st Teaser Poster of HEROINE and more pics from the event.