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Mile sure mera

By Ganapathy Viswanathan on Feb 4, 2010 in branding

Mile sure mera… more credible and original.

Exactly 2 decades back when ‘mile sure mera tumhara’ was created by Suresh Mullick, the brief from the then Prime Minister Shri Rajiv Gandhi was to infuse national integration through a strong film. And the film truly achieved it by bringing the different religion and colors across India by using well known celebrities from sports, films and music. All this was supplemented by composing the entire lyrics with rag bhairavi and driving home the message India is one.

Being in the communication business for more than 2 decades any piece of communication that you create should have sharp objectives and that objectives should be met by your strategy. Suresh Mullick’s film on this count achieved it 100 percent and that is one of the reasons that the film is still evergreen and fresh. One will never get bored of viewing it any number of times.

Honestly speaking I have still not figured the objective of the new Phir Mile Sur. To me it is like an unprofessional client telling an agency to create some film without a tight brief.

The sad part is so much has been written about the new Phir Mile Sur by the media to garner visibility but the equity of the Mile Sur Mere… is so strong and instilled in people’s mind for the last 20 odd years and it will be very difficult to erase this from every Indian’s memory.

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About the Author

Ganapathy ViswanathanGanapathy, General Manager, 2020 Media, brings over 20 years of working experience in the fields of communication and branding. He joined 2020 Media to add a new dimension to PR and think just beyond 30 seconds. Having worked with leading advertising organizations such as Ogilvy & Mather for over 15 years and handling brands such as Titan, Philips, Perfetti, Maharashtra Tourism, Crompton fans, Singapore Tourism, Singapore Airlines, and McDowell’s, Ganapathy has an in-depth understanding of market dynamics, strategy and flawless execution. In addition, he has also worked with Mudra Group and the Lowe group on brands such as Dettol Soap, Bianca toothpaste, Rallis fans and Bayer India and Wander Ltd. With enormous experience and understanding of brands across diverse categories, Ganapathy is also an avid writer and contributes regularly in some leading Marketing and Advertising journals. A keen fan of cricket and a quizzer, in his pass time Ganapathy enjoys listening to the guitar that his son plays during the weekends. You can contact Ganapathy via email here or online here.

3 Comment(s)

  1. On Feb 4, 2010, Shalini aggarwal said:

    The earlier mile sur mere tumhara was a good one as compared to this new one. This new one is junk, fail to understand why this new version was required?

  2. On Feb 4, 2010, Vikram said:

    Well, I really dont know why so many people are criticizing the new song? I understand that the older one will be eternal as it was the first one.. but still the new one is also a good effort by all the artists.. At least they are doing something rather than just discussing things like us!!!

  3. On Feb 5, 2010, sampurna said:

    Exactly, i agree with Vikram. 1st of all no one takes the initiative to do something new, and if someone does take it there are thousands to pass comment on it. I believe that phir mile sur has instilled in us the old memory of mile sur…..

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