CHAITANYA MARPAKWAR Mumbai

A high- tech campaign video in English is not something that you would associate with the Shiv Sena, known for long to champion the cause of the alt39 Marathi Manoosalt39. But the Sena too seems to be chan

ging with the times and in a bid to connect with young Mumbaikars, it is all set to launch its first- ever English campaign video.

Driving this change is Yuva Sena chief Aaditya Thackeray, son of Sena CEO Uddhav Thackeray and supremo Bal Thackeray. Sources told FPJ, that considering the need to connect with new age voters, Aaditya came up with the idea and decided to go English with a campaign video.

Titled alt39 proudly for youalt39, the 14- minute documentary is an English version of the Senas flagship campaign for the BMC polls, alt39 Karun Dahkhavlaalt39 ( We did it) and documents the achievements of the BMC in the last five years. Apart from the video, the Sena is also launching its report card in English this time.

” A lot of youngsters are joining the Yuva Sena.

Along with the Marathi campaign we are having this English campaign to reach out to more youngsters. With an English video, anyone across the world can see the work the BMC has done for Mumbai. The video covers all aspects of the BMCs work and is an attempt to reach out to all Mumbaikars, ” said a Yuva Sena functionary.

” We are only expanding the scope of our communication not changing its essence.

Everyone should know what we have done. We havenalt39t been against any language but strongly believe in the rights of the sons of the soil. Even the Shiv Senas website and the recently launched Yuva Sena website is in English,” the functionary added when asked if the English video was a tangent from the Senas core principles.

The video is a montage of the BMCs flag- ship projects like the makeover of the Bhau Daji Lad museum, the Mahatma Gandhi swimming pool at Shivaji Park, the Samyukta Maharashtra museum and the world cup cricket gallery among others. In post- production now, the video likely to be on the Internet in the next couple of days.

Like the Senas recently launched theme song ( in Marathi), the English video has also been conceptualised by Aaditya and created by a new age team of Yuva Sena activists. ” The Marathi version has already received nearly 20,000 hits, with most youngsters on social networking sites more conversant in English, we will be able to reach out to a much larger audience and spread the word about our work,” the functionary said. Sources also said that the English video was part of Aadityas larger plan to improve the image of the Sena and give it a makeover, especially amongst youngsters.

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