Percept Picture Company is in a mood to talk meaningful cinema. They believe that cinema has the power of bringing about social change. As a result, it has launched PPC Cause Cinema in partnership with wellness guide Sunita Menon.

PPC Cause Cinema will operate as a division under PPC and seek to create and market cinema with specific social intent and messages. Percept Picture Company has in the past created ‘Phir Milenge’ (2004), which supported AIDS as a cause.

PPC claims that this is the first time any film company in the country has gone beyond the profit motive. The idea here is to address real social issues that touch the lives of millions in India.

Initiative is equally taken up by the Sunita Menon and has joined the division as director.As she is passionate to do things that can help us and our social environment, she can make a significant contribution.

Besides its own projects, PPC Cause Cinema will provide a platform to bring together Bollywood’s film making talent and the Indian corporate world on the other. This will enable corporations to fulfil their aspirations of helping will bring about social change.

Subjects that will be highlighted may include AIDS, poverty, illiteracy, women’s empowerment, rape, children’s issues, sex education, drugs, prostitution, crime, offences commited by people below age of legal offenses and smoking.

PPC has a strong line up of talented directors for the cause films division. The first film with a backdrop of AIDS as a cause will be directed by Saket Chaudhary, followed by a film with Nagesh Kukunoor, who has also directed the award winning film ‘Iqbal’, which is a good example of cause cinema.

Profits generated from these films will be contributed towards pre-identified social causes.