Microinsurance Bollywood movie
Advocacy
Project Title:“SAB TUJHSE HAI” - a bollywood style movie as an insurance education tool
PROJECT CATEGORY:Advocacy
OBJECTIVE:
The project leverages the potential mass impact of producing a bollywood movie which tackles the concept and workings of mciroinsurance.
BACKGROUND:
Everywhere in the world, organisations and institutions working in the field of microinsurance with poor target populations face the same challange: the lack of understanding and cultural barriers linked to "paying in advance" for illness and catastrophic event. Unlike loans and savings, other successful microfinance products, insurance is not an intuitive concept and tool. As a result, insurance education becomes a necessary first step through which awareness is raised on risk pooling and the options the community has before itself. What better than a Bollywood movie to entretain and at the same time expose entire villages and neighbourhoods in South Asia (and beyond) to the advantages for microinsurance coverage?
PROJECT CONCEPT:
This project is about the production of a full-length Bollywood style movie. It tells a story of a village facing problems such as high healthcare costs, catastrophic spending among families and impoverishment - familiar issues to microinsurance target audience. As the village is faced with the option of introducing Community-based Health Insurance, the population discusses advantages and disadvantages of the scheme. A number of characters take over different roles and raise issues of solidarity and mutual aid, the need of insurance, the need to join together as community. Based on MIA's experience in rural areas, all usual objections are raised and carefully discussed. By the end the audience, while highly entretained and carried away by a love story, comedy, action, the presence of a villain and of course songs and dances, is exposed at the same time with a structured and easy understanding of microinsurance.
The movie has being produced fully in-house under the direction of MIA Film Specialist, Vishal Vardhan.
PARTNERS:
The shooting of the project is conducted with the support of staff and volunteers of Shramik Bharti, one of MIA's partner based in Kanpur District, Utter Pradesh (India). Few villages of Rasoolabad block were selected for Shooting of the movie, were Shramik Bharti, another partner of MIA, has strong presence.
DURATION:2009-2010.
COUNTRY:India
LOCATION:
All preparatory work for this project like, writing story, finalising script, casting, scheduling etc was coordinated from MIA secretariat in Delhi.
Location finalisation and shooting was conducted in villages of Kanpur, Slums of Delhi and monuments of Delhi. Editing and background music were arranged in Mumbai.
CONTACT:Jamal Siddiqui, Project Manager, jamal@mia.org.in
PROGRESS:
The scipt and songs were completed in late 2009. Crew staff were recruited in early 2010, actors in spring 2010 and the movie was shot in April 2010. Post-production is due to be finalised in August 2010.
