Sonam Kapoor joins Jio MAMI as brand ambassador for word to screen’

Mumbai, Sep 21 (PTI) Bollywood actor Sonam Kapoor will return as the brand ambassador for Jio MAMI Mumbai Film Festival’s market initiative Word to Screen’.

The Jio MAMI Mumbai Film Festival is back with its on-ground edition after a gap of three years. It will take place from October 27 to November 5 here.

‘Word to Screen’ is an options market that offers a unique platform to writers, publishers, and filmmakers to engage and option stories for various film formats, according to the organisers.

A first-of-its-kind initiative, Word to Screen, was launched in 2016 by Jio MAMI and has since served as a dynamic and inclusive platform that explores the synergy between the power of the written word and the magic of cinema.

Kapoor, known for films like “Neerja”, “Veere Di Wedding” and “Aisha”, said the ‘Word to Screen’ initiative can be a great platform for narrating compelling stories.

“As actors, we are constantly looking for compelling, disruptive and engaging stories that touch the hearts of the people. By supporting a platform like Word to Screen, I am taking a step towards ensuring the industry benefits from this initiative and we tell a lot more meaningful stories to our audience.

“As a voracious reader, I understand the power of an incredible story and how a well-written book can form the backbone of a compelling film narrative,” the 38-year-old actor said in a statement.

Kapoor would announce nominations for the Book on Cinema award at the Jio MAMI Mumbai Film Festival event. She urged publishers, writers, and creators to make the most of this platform.

“I am excited to discuss the power of the story in cinema with authors and filmmakers at the event, exchange ideas, and hopefully be a catalyst to contribute to our industry that has given me so much,” she said.

As per the press statement, some of the books that have been optioned out of the Word to Screen market include “Bhujia Barons” by Pavitra Kumar, “Indira” by Sagarika Ghose, the “Inspector Saralkar” series by Salil Desai, “Strangers to Ourselves” by Shashi Deshpande, “The Ivory Throne” by Manu S Pillai, “The Spectacular Miss” by Sonia Bahl, “How I Became A Farmer’s Wife” by Yashodhara Lal, and “Cold Truth” by Nikhil Pradhan.

Anupama Chopra, Festival Director, Jio MAMI, said she is excited to welcome Kapoor back as the brand ambassador for word to screen’ and is hopeful that the actor will help take this platform to new heights.