Mahindra 'rise' by StrawberryFrog

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The Indian conglomerate Mahindra has released a campaign seeking to empower Indians to take charge of their future.

"Rise", by StrawberryFrog, will launch in India, then globally. It will roll out in stages, aimed at building a cultural movement from the ground up, using digital and offline media.

The TV ad was directed by the film-maker Harmony Korine, through MJZ, and the director of photography was Anthony Dod Mantle, who won an Academy Award for Slumdog Millionaire and was nominated for 127 Hours.

The spot was filmed entirely with the new Phantom camera, which shoots 1,000 frames per second to produce striking slow-motion effects.

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Released: 17 August 2011

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