Ashvini Yardi is happy with the overwhelming response of OMG

Ashvini Yardi simply can’t stop smiling these days. Reason? Her 70mm venture, OMG Oh My God, has been receiving rave reviews from the critics and is also being loved by movie buffs all across the globe. “The film has opened to an overwhelming response. We have reports that at some theaters OMG even got standing ovations,” said Ashvini to Tellychakkar.com. Grazing Goat Pictures has produced the movie. Grazing Goat, as we all know, is a joint venture between Ashvini and Bollywood heartthrob Akshay Kumar. Talking more about the flick, Ashvini shared, “This was the apt time to release the movie. In fact, the time was always right. One has to understand that the film is not trying to attack any religion or God, but the business of God. People make millions by exploiting masses in the name of God. This is what we have tried to bring into light.” The storyline certainly is a sensitive one. So did they not face any protests of sorts? “We did face some hiccups initially, but now everything has been sorted. People have really liked the concept. It is not offensive at all.” Ashvini, branched out from television business to enter celluloid space. On television, she was behind some classic programming moves at both Zee TV and Colors. At Zee TV, she opted for shows such as Saat Phere, Sailaab, Kasamh Se, Sarrkar, Teen Bahuraaniyaan, Banoo Main Teri Dulhann, Ghar ki Lakshmi Betiyaan, Banegi Apni Baat, among several others. She also conceptualized the cult singing reality show Sa Re Ga Ma Pa Challenge and Lil’ Champs before joining Colors. At Colors, she brought in path-breaking shows such as Uttaran, Balika Vadhu, Bigg Boss, Khatron Ke Khiladi, Veer Shivaji, Laado, et al and took the new channel zooming to the No 1 spot for a few months (2010), giving Star Plus' senior management sleepless nights. She took the bold step of shifting the programming paradigm along with Colors’ CEO Rajesh Kamath by basing her fiction shows on rural themes when most channels were focusing on urban story lines. She highlighted sensitive social issues like child marriage, female infanticide and farmers' suicides. Additionally, she also brought on reality shows that were strong on the adventure, fear quotient and human emotions – which worked very well for Colors. So now that she is heavily into movie production, what are her strategies to beat the rest? “Well…one thing should be made clear…the script is always the most important aspect of film making. OMG does not have a so-called big star cast. Akshay has a cameo. But the concept is what is being liked by the masses.” She doesn’t want to enter the 100 or 200 crores box office club? “If a script is good, money will come in. Now you make a movie to the tune of Rs 80-90 crores and get a return of 100 crores…then the profit margin comparatively is not a great one. It is all about the profitability factor, not the figure. Anyways, I feel movies should be made with an intention to entertain and educate, not just to make money. A movie made with a good heart always works.” Well said…Ashvini. Coming back to television…does she watch the current shows on Colors? “No, I have not really got time to watch any. I have been keeping really busy with my movie ventures.” When we shared with her that Colors is facing a stiff competition from rival channels and even saw a slump in numbers recently, she shot back, “I know the team there. They are the best. They will bounce back.” Well…Ashvini we also hope the same. Finally, she concluded by stating, “In the future, Grazing Goat Pictures will come up with more interesting movies with varied concepts” We wish Ashvini a great life and career ahead. You rock!!!