Helping Communities Manage risks from the ground up.
Microinsurance Bollywood Movie
Advocacy
Project Title:“SAB TUJHSE HAI” - a Bollywood style movie as an Insurance Education Tool
PROJECT CATEGORY:Advocacy
OBJECTIVE:
To prepare and distribute a full length “Bollywood” style film, with the purpose of educating low-income populations about microinsurance.
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 events. Unlike loans and savings, or 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 entertain and at the same time expose entire villages and neighbourhoods in South Asia (and beyond) to the advantages for microinsurance coverage?
PROJECT CONCEPT:
The project is about making a full length movie for insurance education, and ensuring the successful distribution of the film and its key messages to low-income populations. The film depicts a story of a village facing problems of high health costs, catastrophic spending and impoverishment, issues which are very familiar to the targeted audiences. In this film, the village considers introducing Community-based Health Insurance (CBHI) and discusses its advantages and disadvantages. Different characters take over different roles and raise issues of solidarity and mutual aid, the need for insurance, and the need to join together as a community. Practical objections are raised and carefully discussed in the film. The purpose is to leave a solid understanding of CBHI with all the usual characteristics of a Bollywood-style film like singing, dancing, a love story, comedy, and of course - a villain.
MIA's Film Specialist Vishal Vardhan directed and produced the film.
PARTNERS:
The shooting of the project was conducted with the support of staff and volunteers of Shramik Bharti, one of MIA's partners based in Kanpur District, Utter Pradesh (India). A few villages in Rasoolabad block were selected for the shooting of the movie.
FUNDING:
DURATION:2009-2010
COUNTRY:India
LOCATION:
All preparatory work for this project such as story writing, finalising the script, casting, scheduling, etc., was coordinated from the MIA secretariat in Delhi.
Location finalisation and shooting was conducted in the villages of Kanpur, slums of Delhi and the monuments around Delhi. Editing and background music were arranged in Mumbai.
CONTACT:Jamal Siddiqui, Project Manager, jamal@mia.org.in
PROGRESS:
- Finalisation of story and script in November 2009
- Finalisation of songs in December 2009
- Finalisation of technical crew and direction teams in February 2010
- Auditions and finalisation of actors March 2010
- Location finalisation in March 2010
- Shooting of movie from 7th April to 29th April 2010
- Editing for movie promotions in May 2010
- Editing of movie from June 2010 and re-editing in October 2010
- Dubbing of movie in Oriya and Nepali languages in November 2010
- Movie screened in partner locations of Shramik Bharti- Kanpur, BAIF-Pratapgarh and NIDAN- Vaishali as part of an awareness campaign from November - December 2010
- Screening of movie at the World Economic Forum in Davos, Switzerland in January 2011
