If making a movie like ‘Jab we met’ and ‘Highway’ is your thing, then the opportunity has just shown up. Idea Cellular, one of India’s largest telco, has launched its mobile enabled campaign ‘Raju Ban Gaya Director’ through which aspiring filmmakers can get discovered and stand a chance to work with acclaimed director, Imtiaz Ali.

The contest requires one to shoot a 1-3 minute video film from their mobile and upload it on Idea Popcorn Street, the telco’s flagship Bollywood inspired portal engaging audiences via Indian popular cinema.

Award-winning screenplay writer Abhijeet Deshpande, who has written films such as Shaitan (2010), Table no. 21 (2013) and Shootout at Wadala (2013), will judge all entries and shortlist the top 30 films in the first round, which will then go for public voting. The top 10 films based on number of votes and jury decision will then enter second round where the filmmakers need to create another 3 - 10 minute film on their mobile phones based on a common script given by Idea Popcorn street.

The top 4 filmmakers selected will then go through an interview with Deshpande, with the final winner getting an opportunity to intern with Imtiaz in his next film project.

The page created for ‘Raju Ban Gaya Director’ on Idea Popcorn Street lists the rules of the contest along with helpful video tips to shoot with your mobile and the area to upload. The upload page provides a Facebook Connect option along with an email signup and a box to upload your video file, else you can specify the YouTube link to an already created video film. ‘Showreel’ will feature all short movies, once shortlisted.

Idea Cellular has leveraged its social platforms to spread the word. A 3.33 minute-long video uploaded on its YouTube channel provides helpful tips on how to become a great mobile director, the same one featured at the contest site:

Idea’s Facebook and Twitter pages are also getting buzzy. This video is being shared among its social media community while encouraging aspiring movie makers to participate. Conversations on Twitter are using the campaign hashtag #RajuBanGayaDirector.

Bonding with the community

With ‘Raju Ban Gaya Director’, Idea further strengthens the concept of ‘Idea Popcorn Street’ as the telco brand’s one-stop destination for all fans of Bollywood. By enabling aspiring filmmakers an opportunity to showcase their talent on a dedicated platform, and also win the chance to intern with an acclaimed director like Imtiaz Ali, the brand has bonded better with its Bollywood oriented community.

Further, the concept fits well into Idea’s objective of continuous consumer engagement for its flagship property ‘Idea Filmfare Awards’. Brands that build platforms can reap continuous and long-term benefits from it.

Besides, the choice of making films on a mobile phone will not keep the contest restricted to the ones with digicams, anybody with a keen eye for a story can shoot a film with his mobile phone. The proliferation of mid-segment smartphones in the Indian market has ensured decent quality videos are shot in most mobile phones. So ‘Raju’ can become a director!