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Self-reliance emerges as the key theme in the new poster of Waah Zindagi 

Directed by Dinesh S Yadav, the film is about a man who fights to manufacture Indian made goods in a market dominated by foreign imports.   

Shriram Iyengar

The latest poster of the upcoming film, Waah Zindagi, starring Sanjai Mishra, Vijay Raaz, Naveen Kasturia and Plabita Borthakur, seems to be moving in the direction of prime minister Narendra Modi's recent message of self-reliance. It captures the theme with a symbolic doff of the hat to the lion symbol of the Make in India campaign. 

With the pandemic in full spread, the prime minister called for a new move to "self-reliance" in order to rebuild the country's economy. In line with that call, the poster features a tribute to the famed Make In India campaign with its lion logo. The poster's reflection, marked with the symbol of China's flag, seems to take a shot at the recent rise of the country as an industrial market. 

Waah Zindagi revolves around a man seeking redemption from his past, and fights to manufacture Indian made goods in a market dominated by foreign imports. The film has been directed by Dinesh S Yadav, who won the national award for the film, Turtle in 2019.  

Speaking about Waah Zindagi, producer Ashok Choudhary said, “With Waah Zindagi, our purpose was to tell an entertaining yet purposeful story that evokes the need and relevance for swadeshi in India. For the past few years, we weren’t even realizing how we were dumping our industries for cheaper replacements from China. So much so that a few people told us that the mainstream audience may not relate to this subject."

Choudhary added, "We feel proud today that the whole country is awakening to the feeling that swadeshi is not just mainstream, but a lifestream for us Indians now. With the Prime Minister’s address, we hope that people start embracing this philosophy as their art of living rather than a temporary arrangement and our film helps to reinforce that feeling in them each time they watch it.”

Waah Zindagai was initially expected to have a theatrical release, but with theatres under lockdown, the makers are preparing for a direct digital release for the film.  

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