The Punjab Police Department earlier today issued a 5-minute video on all of their social media accounts advising civilians, particularly young people, not to drink and drive.
The Rediffusion Mumbai creative team, led by Pramod Sharma, conceptualized and produced the video. Sumeet Malhotra of Bombaiyya Films shot and produced the video.
The video is set up as a sociological experiment film in which a single mother is questioned for a documentary. Unbeknownst to her, her kid is forced to sit in the adjacent room and watch a live video of his mother answering the questions.
The questions are straightforward and intimate. Each one is answered honestly by the mother, who is quite sensible and balanced in her responses. Until the interviewer asks the mother if her kid drinks, the interview appears to be following a rather predictable course.
The mother is surprised, but she boldly declines. The interviewer does not give up. The lady is booed a little. The interviewer then asks what would happen if the son lost a kidney due to a terrible drinking habit. The mother is not irritated.
She tells him flatly that if the worst happens, she will donate her kidney to her son because he is everything to her. I’m also his mother. The son in the other room can’t stop the tears from welling up in his eyes and rushes across the room to hug his mother.
“It’s an emotional film, but it’s also a very realistic one.” We often undervalue our parents’ love and trust in us as children. This is a pretty candid video. It contains many insightful observations regarding the parent-child relationship, including how offspring can sometimes betray the parent’s faith and trust. “However, the video stops short of any sermon; it just suggests that don’t drink and drive for the sake of your family, their affection, and their trust,” explains Pramod Sharma, the creative chief of Rediffusion Mumbai.
“This is a simple yet heartfelt New Year message from the Punjab Police,” says Kalyani Srivastava, head of Rediffusion Mumbai. There will be no pontification. It’s just a dramatic depiction of a mother’s love, and that’s all there is to it.
For nearly two years, Rediffusion has collaborated with Punjab Police, including numerous advertisements during the pandemic.
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