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Brand anthems. They're so inspiring. So heartwarming. So . . . vague.
Indie filmmaker Harmony Korine and cinematographer Anthony Dod Mantle (an Oscar winner for Slumdog Millionaire), working on behalf of New York agency StrawberryFrog, crafted this grand but ultimately somewhat empty 60-second anthem for Mahindra, the Indian multinational conglomerate that's involved in everything from automotive to agriculture. It must have been one of the easiest jobs Korine's ever done. The theme is "Rise." So, the spot shows people across India—schoolchildren, musicians, boxers, activists, factory workers, etc.—rising
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