Showcasing films and documentaries about disability issues, the tenth edition of the South Indian film fest, We Care, was hosted at Amrita School of Communication at the Coimbatore campus on January 25, 2013.

Jointly organized by Brotherhood, a socio-cultural organization based in New Delhi, and working for the differently-abled and National Trust, an autonomous organization of the Ministry of Social Justice and Empowerment, Government of India, the festival aimed at creating awareness among youth and upcoming media professionals.

The festival with the theme Dignity and Justice for All was also supported by the United Nations Information Centre for India and Bhutan and the United Nations Educational, Scientific and Cultural Organization (UNESCO).

The fest drew participation from over 100 delegates, including many filmmakers and academicians. Members of NGOs such as Reach – Swasraya, Action on Disability and Development India (Add-India) also attended.

Addressing the delegates during the inaugural ceremony, popular Tamil TV actor and filmmaker Mr. Vijay Adhiraj shared valuable insights. “The cinema industry is very competitive today. If you’re making a movie for one crore, prepare to spend another crore on marketing. Passion is the key. Step forward boldly, chase your dream, and if you have the passion, you’ll get there,” he remarked.

Another noteworthy address was delivered by Mr. Satish Kapoor, Founder Director of We Care International Documentary Film Festival. “The fest is soon going to be an important advocacy tool for the United Nations Information Centre that is looking to tackle the problem of disability in society over the next decades,” he noted.

“An impaired person may be disabled, but people need to understand that the disabled do not need our pity but our compassion. Through We Care, we hope to have people really care,” he added.

Eleven films and documentaries made by professionals and social activists from the states of Kerala, Tamil Nadu, Karnataka and Andhra Pradesh, were screened. The best were selected to compete at the national festival and later possibly be screened at Doha, Dubai and France, as part of the We Care International Documentary Film Festival.

Dr. P. Subramaniam, Fest Coordinator and Assistant Professor, Amrita School of Communication, shared his thoughts.

“In July 2011, the ninth edition of the film fest was successfully organized at our campus. Last year’s undertaking gave us encouragement, and we were able to make this year’s fest a grand success. Our initiative was well appreciated by the NGOs and all other participants. Under the patronage of the Mata Amritanadamayi Math, we have been actively involved in promoting social causes,” he stated.

“We have also produced a short film in this category titled Indifference. The film won a Special Jury Award in New Delhi,” he recalled.

February 15, 2013
School of Communication, Coimbatore