Sachin bats for Respect for Skills
April 8 2016, 20.21 PM IST || Pocket News Alert
April 8, 2016: Hon’ble Prime Minister’s Skill India Mission is all set to get a major boost with Sachin Tendulkar – the living legend of cricket endorsing the “I Support Skill India” campaign of the Ministry of Skill Development and Entrepreneurship (MSDE).
MSDE’s “I Support Skill India” campaign is an endeavour to galvanise all stakeholders across States, organisation, industries, to bring value and respect to Skills and standardise the ecosystem to address human resource requirements across the national and globally. Overall the Ministry aims to raise the standard of living for many at the lower rung of the pyramid by ensuring better wages and dignity of labour.
Commenting on endorsement by Sachin Tendulkar, Shri Rajiv Pratap Rudy, the Hon’ble Minister of State for Skill Development and Entrepreneurship (Independent Charge) and Parliamentary Affairs said, “It is imperative that we build respect for skills and that is exactly the idea behind our new campaign. It is important that we come together as a society and recognise the need for skilled workforce in our day to day life. Our new campaign is a step towards sensitizing the society and achieving our mandate of creating a skilled India.
“Sachin is one of the greatest Indian stories of our times and someone who resonates the best with skills. He is a true global icon and brand that disrupted the game of cricket through his skill sets and inspired generations,” he further added.
Elaborating on the relevance of skills and his association with Skill India, Sachin Tendulkar stated, “When I was approached for endorsing Skill India, I realised that it is an important component in one’s personal growth that needs to be valued and mastered. We are a young nation and we have the potential in us. We just need to learn a skill that is driven by our passion and turn it into an opportunity for us. Skill India is a big opportunity extended to all. We should avail it to its best.”
Shri Rohit Nandan, Secretary, Ministry of Skill Development and Entrepreneurship said, “It was found during our skill development efforts across the country that while capacity for trained labour was increasing, the aspiration among the young people to join a skill development program was lacking. Most young people did not believe that there is a career in skill development and that the skill certificate was actually valuable. People always thought there was merit in a degree without a job than a job without the degree. MSDE wanted to use a communications methodology to reach out to the young people and show them that there is a value in the skills certificate which would lead to a career progression and recognize prior learning - a certificate that can be their companion for life.”
The Ministry’s target is to Skill 40.2 crore youth by the year 2022. It had also introduced its flagship scheme Pradhan Mantri Kaushal Vikas Yojana (PMKVY) which is the world’s largest monetary reward scheme promoting skill development to those who need financial support.
Campaign: “I Support Skill India” (#ISupportSkillIndia)
Client: Ministry of Skill Development & Entrepreneurship
Brand: Skill India Duration: 60 secs
Film: Sachin Tendulkar Skill India Language: Hindi
Client: Ministry of Skill Development & Entrepreneurship
Brand: Skill India Duration: 60 secs
Film: Sachin Tendulkar Skill India Language: Hindi
Video
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Frame / Audio
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Films starts with Sachin and Mahesh the carpenter talking in Sachins study
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Sachin appreciates his carpentry skills
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Sachin: Tere haath mein kuch jaadu hain
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Mahesh replies
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Mahesh: Kya bhau, jaadu toh aapke haathon mein hain
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Sachin tells him that there is no difference between the two of them
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Sachin: Hum dono mein kuch farak nahi hain
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Mahesh replies
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Mahesh: Bhau main toh sirf dasvi tak hi pada hoon
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Sachin talks
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Sachin: Toh usse kya farak padta hain?
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Mahesh looks at Sachin with a confused expression
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Ambient sounds
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Sachin speaks:
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Sachin: Tumne ek lakdi ke tukde se, kya mind blowing chair banaya hain yaar
Light background music starts
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We see a man enter in the background with a cup of chai for Sachin
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Sachin: Mahesh ko chai doh
Light background music continues
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Camera then cuts back to Sachin, who is telling Mahesh something
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Sachin: Jab mere haath mein lakdi ka bat hota hain na, main bhi thoda kuch kar leta hoon
Light background music continues\
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Chai is served to Mahesh while he responds
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Mahesh: Thoda?
Light background music continues
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Sachin responds
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Sachin: Hum dono ke in haathon mein hunar hain
Light background music continues
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Mahesh listens intently
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Light background music continues
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Sachin continues with how important having Skill is, irrespective of whether one is a cricketer or a carpenter
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Sachin: carpenter ho ya cricketer, hunar hona zaroori hain, toh farak kyun?
Light background music continues
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Mahesh speaks
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Mahesh: Matlab, hum mein koi farak nahi hain?
Light background music continues
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Sachin assures that there is absolutely no difference
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Sachin: Bilkul nahi hain
Light background music continues
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Mahesh then makes a request to Sachin
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Mahesh: Bhau, s yeh baat bas aap meri biwi ko bata do
Light background music continues
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Sachin laughs
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Light background music continues
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Frame cuts to Sachin looking directly into the camera and speaking
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Sachin: Yeh baat Mahesh toh samajh gaya, aur aap?
I support Skill India, aap bhi judiye Skill India ke saath
Light background music continues
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Frame changes to Mahesh working on a chair while Sachin is talking to him. We hear Sachin give a message to the viewers, and the call to action number is displayed
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Sachin: Aur seekhiye voh hunar jo na sirf de aapko rozgaar par samaaj mein voh sammaan jiske aap haqdaar hain.
Light background music continues
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Then Sachin signs of with the tag line of Skill India
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Sachin: Kaushal Bharat, Kushal Bharat
Light background music continues
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The last frame shows the logo of MSDE and Skill India Mission along with its partners and contact details
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Light backgrou
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TVC Link:
ISupportSkillIndia with Sachin Tendulkar
Creative Credits:
Agency: Ogilvy & Mather
Executive Chairman and Creative Director for Ogilvy & Mather India and South Asia: Piyush Pandey
Creative Team: Ajay Gahlaut, Divya Bhatia, Vimal Singh
Account Management: Kapil Arora, Pawan Bhatt, Rupinder Singh, Nivedita Gupta, Navjyot Sudan
Director of the film: Nishant Goyal
Producer: Cyrus Pagdiwala
Agency: Ogilvy & Mather
Executive Chairman and Creative Director for Ogilvy & Mather India and South Asia: Piyush Pandey
Creative Team: Ajay Gahlaut, Divya Bhatia, Vimal Singh
Account Management: Kapil Arora, Pawan Bhatt, Rupinder Singh, Nivedita Gupta, Navjyot Sudan
Director of the film: Nishant Goyal
Producer: Cyrus Pagdiwala
For more information on Skill Development, please follow the links below:
PMKVY Facebook: www.facebook.com/PMKVYOfficial
Skill India Facebook: www.facebook.com/SkillIndiaOfficial
Skill India Twitter: www.twitter.com/@MSDESkillindia
Skill India YouTube: https://www.youtube.com/channel/UCzNfVNX5yLEUhIRNZJKniHg