Bhubaneswar Buzz

What an awesome video : Don’t miss Odia Music Video ‘Subharambha’: A unique campaign to bring back lost sense of Odia pride

Every year, a dozen Odia Music Videos get released on ‘Utkala Dibasa’ (Odisha Foundation day). This year was no exception. But what comes as a real surprise is the Epic Music Video
‘Subharambha’ which was launched on ‘Panaa Sankranti’ (Odia New Year) to mark a whole new beginning of Odia identity and content creation. And true to it’s spirit, within no time, the video has taken the social media by storm.

The maiden music video of ‘Uttisthata Jagrata’ campaign named “Subharambha” ,based on Pandit Godabarisha Mahapatra’s timeless classic “Utha Kankala” has been released on Youtube on 14 th April 2019 (Odia New Year).

Produced by Panchabati Srujanalaya in association with Jeypore Film Company the music video “Subharambha” has been conceived by Tosh Nanda & directed by Vishal Patnaik (Odisha state award winning director for film ‘Chondalo’) with award-winning film production company ‘BnR Films’ being the official Publicity Partner.

Sri Tosh Nanda, the convener of ‘Uttisthata Jagrata’ campaign, who is also the Music Composer,Singer,Editor and Project designer says, “The sole objective of ‘Uttisthata Jagrata’ Campaign & Panchabati Srujanalaya is to rejuvenate the lost sense of pride in every Odia’s heart for their culture roots using the medium of cinema. We intend to make more
such Odia classics into Music Videos & Cinema to preserve it for the generations to come .This literature & values are neither available in syllabus for today’s school goers nor the kids of today have the time to read about their culture and roots. The medium of cinema is the most effective path into the next gen Odia’s heart.

Over 30 distinctive artists, cultural activists & Swabhimani Odias from all over Jeypore have given their sweat into “Subharambha” irrespective of caste, creed & religion. Thanks to everyone associated with this project, within 48 Hours of release, the video has achieved over 5000 views on Youtube and has received phenomenal response from both the audience and critics alike. The audience has unanimously embraced “Subharambha” as a very positive sign for both the
Music & film industries alike. Critics have thoroughly appreciated the concept, acting, Direction, Music, Cinematography, Editing, VFX, Production Design, well, almost all technical aspects. While we humbly thank the audience, we feel, this is still just the ‘Subharambha’ (auspicious beginning) as we set sail for this challenging journey to achieve global identity for