Shabana Azmi at Formal Launch of YES! i am the CHANGE 2014

YES FOUNDATION kicks off YES! i am the CHANGE panel discussion series on Media’s role as an Agent of Social Change

YES FOUNDATION, the social development arm of YES BANK, India’s fourth largest private sector bank, will host a series of YES! i am the CHANGE panel discussions, highlighting the role and importance of media in generating awareness, creating engagement and driving social change.

The first panel discussion held in Mumbai recently at the Nehru Centre on ‘Media as an Accelerator of Social Transformation’ featured eminent speakers including

· Shabana Azmi (Veteran Actor)

· Guneet Monga (Producer, The Lunch Box and Gangs of Wasseypur)

· Vikramaditya Motwane (Director, Lootera and Udaan)

· Bharat Patel ( Member, Governing Council, YES FOUNDATION and Former Chairman & Managing Director, Procter & Gamble, India)

· Namita Vikas (Member, Governing Council, YES FOUNDATION and Senior President and Chief Sustainability Officer, YES BANK)

The panel discussion was moderated by Shubha Srinivasan, Head, CSR Knowledge Centre, Tata Institute of Social Sciences.

This is part of YES! i am the CHANGE initiative, which features a 101-Hour National Filmmaking Challenge. The winners selected by an eminent jury would be awarded a total grant of Rs 25 (Twenty-Five) Lakhs to make films on social causes. The last date for registration is August 07, 2014. Interested youth can register online at www.yesfoundation.in

Speaking on the occasion, Ms. Prerana Langa, CEO, YES FOUNDATION said “Media has emerged as an increasingly critical means for driving social transformation, as it enables one to voice concerns, engage with society, generate participation and action solutions. We believe that stories can change the world. YES! i am the CHANGE, the flagship program of YES FOUNDATION leverages the power of media, specifically films to ignite the spirit of driving positive social change among the youth thereby creating ripples of transformation. We intend to engage with over 5 lakh youth in India through this significant initiative.”

Commenting on the panel discussion, Mr. Rana Kapoor, Chief Mentor, YES FOUNDATION said, “We sincerely believe in the tremendous power of youth as positive agents of social change. The YES! i am the CHANGE initiative will provide a platform to the youth to address social issues on a large scale and create lasting impact, thereby enabling inclusive development of the nation.”

Ms. Shabana Azmi remarked, “If you want to create change you have to do it through mainstream media. Often filmmakers are not aware of how prepared the audience is to view social change in cinema.”

Mr. Vikramaditya Motwane highlighted, “Today, social messages in movies can be far-reaching only when woven into an entertaining and engaging story. And social messages in the media need the help of big names to maximise their impact.”

Commenting on the financing challenges faced by ‘social films’, Ms. Guneet Monga said, “Through my experience of making films, I know it’s a challenge, but there are hundreds of funding opportunities available, especially abroad. If there is passion, there is hope.”

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