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Now Madhurs takes on the fashion ind.

Wednesday, September 06, 2006
Mumbai (UNI): UTV Motion Pictures and Filmmaker Madhur Bhandarkar have joined hands to showcase the glitz, glamour and harsh realities of the Indian Fashion industry on celluloid. The production company and Bhandarkar, the National Award winning director, yesterday announced their new project 'Fashion'. It will depict the glamour as well as ''backbiting and superficiality'' of the green room. This is the first time that UTV and Madhur Bhandarkar are collaborating together on a project.

After exploring the harsh realities of the high society and board room in Page 3 and Corporate respectively, Bhandarkar now sets his sights on the booming Indian Fashion industry, the country's most visible export after IT and Hindi cinema. Talking to reporters here today, Bhandarkar said 'Fashion' depicts that sometimes beneath the glitz and beyond the glamour, lies a tale of compromise and killer ambition. The flash and dazzle world of Indian Fashion has a darker side to it, which has not been uncovered, yet. ''What lies beneath the airbrushed, picture-perfect surface is often a cut-throat world of forgotten morals and flawed ethics. Fashion' is an attempt to hold a mirror to both the dazzling beauty and the harsh darkness of this world. Casting couches, eating disorders, unreal relationships-- all will be captured in the film,'' he added.

UTV CEO Ronnie Screwvala says, ''Madhur has developed his own genre of cinema that has broken established moulds of storytelling in Indian film making. UTV is always looking out for projects that cut through the clutter and with Madhur, we are confident we will together create work that hugely entertains and also illuminates audiences globally about the world of Indian Fashion.'' Ram Mirchandani, Vice President, Production at UTV adds, ''Americans, Britishers and Europeans are increasingly enjoying the flavour of Indian cinema globally. This coupled with the craze for Indian fashion across the world, will ensure a perfect synergy of Fashion and Film, reaching out to what truly can be called a 'crossover audience'.''

Madhur Bhandarkar who is currently in the process of shooting 'Signal' which stars Konkana Sen Sharma says, ''I am looking forward to working with the UTV team on my new film, which promises to be one of my most ambitious and exciting projects. I am currently in the process of developing the concept and screenplay with UTV and the creative team and we will be ready soon to hit the ramp.'' 'Fashion' will go on the floors early next year and UTV is targeting a release in the third quarter of the year. Talks are now on for the lead roles, including that of the protagonist - a female model, whose meteoric rise to fame and fortune reflects the realities of the fashion world.

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