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Meet Ishmeet – the girl who couldn’t hear ‘No’ – in KFC’s latest film ‘Kshamata’

Directed by Shoojit Sircar, the film marks the brand’s efforts with #SpeakSign

NEW DELHI, Oct. 7, 2022 /PRNewswire/ — All her life, someone or the other has been holding Ishmeet’s hand, protecting her, and showing her the way. Until the day she proclaims that she cannot hear the word ‘no’. What happens then. Watch Ishmeet and follow her journey in KFC’s latest film ‘Kshamata’. Directed by acclaimed filmmaker Shoojit Sircar, the film was launched on International Day of Sign Languages, 23rd September, 2022, at an exclusive screening at PVR Chanakyapuri, Delhi, by Moksh Chopra, GM, KFC India and Shoojit. The heart-warming film is a glimpse into the life of Ishmeet, portrayed beautifully by Ashmit Kaur & Sapna Soni, as she breaks the societal shackles of what she can and cannot do. The screening was followed by a panel discussion with Moksh, Shoojit, Ritu Sharda, Chief Creative Officer, Ogilvy and Dr Sujaya Banerjee, Founder & CEO, Capstone People Consulting & Founder Women Leadership Forum of Asia as the panelists’ exchanged views on unlocking potential for the Speech & Hearing Impaired (SHI). Urging people to #SpeakSign, guests at the event were tutored in basic Sign Language by Indrajeet, a specially abled team member of KFC  

Speaking about the Kshamata film and the brand’s journey towards bridging the ability imbalance gap, Moksh Chopra, General Manager, KFC India, said, “Our work on the Kshamata program goes beyond the hiring function. With #SpeakSign, we are strengthening our efforts to create awareness & acceptance of sign language as a mode of communication, striding to lower barriers and nurture inclusivity. Drawing inspiration from the lives and realities faced by our own specially abled team members, we are extremely humbled to present the story of Ishmeet. We are grateful to Shoojit Sircar and our agency partner Ogilvy in helping us bring this story to life.”  

Said Ritu Sharda, Chief Creative Officer North, Ogilvy, as the agency that scripted and conceptualised the film, “This is a story of resilience. The story of a young girl who wants to stand on her own two feet despite all odds. The central thread of the film is the holding, and eventual letting go, of the hand – a poetic declaration of the ‘Kshamata’ of our girl. It was an honour to have partnered with Shoojit Sircar to create this for our partners at KFC, who are truly committed to the purpose of diversity and inclusion.”

Filmmaker Shoojit Sircar shared his experience of creating the Kshamata film saying, “I wanted to tell the story in a very real and authentic way. For that, it needed to be told from the point of view of the specially-abled girl. I wanted to cast people who are specially-abled, and not just actors. And eventually, it is the innocence and lived experience of the two girls that has shone through and has made this film feel honest.”

The film opens on a serene background with Ishmeet eagerly awaiting a train to pass by. As she smiles and occasionally waves, perhaps wondering where the passengers are headed to, her sweet revere is broken by her mother clutching her hand, reminding her that she isn’t supposed to let go. Then on, her life is a series of handholding, from one stage to another, always being held on either by a family member, a friend or a teacher at school; seeming more a life reality than a need. But she experiences an unlock moment later in life that changes her perspective. She finally comes into her own surpassing societal barriers, in a moving scene with her mother as she urges ‘Abb to haath chod do’.  

KFC India has been a pioneer in enabling the Speech and Hearing Impaired by extending employment & growth opportunities to them since 2008, employing & supporting more than 150 Speech & Hearing-Impaired team members are present. To mark the occasion of International Day of Sign Languages this year, the #SpeakSign campaign was rolled out in 33 Special KFC restaurants (restaurants operated by specially-abled team members) across 19 cities, encouraging customers & team members to communicate only in sign language. With KFC, Kshamata, the brand has pledged to drive 2X empowerment by 2024, by doubling the number of Special KFC restaurants and increasing the women workforce at their restaurants. Taking the pledge beyond their restaurants, the brand has partnered with the Indian Deaf Cricket Association (IDCA) as ‘Principal Sponsor’ to build visibility and growth for the sport of deaf cricket in the country.  

Catch Ishmeet’s story here: https://www.youtube.com/watch?v=7JFCUzcS07w and pledge support with #SpeakSign

About KFC

KFC, a subsidiary of Yum! Brands, Inc. (NYSE: YUM.), is a global chicken restaurant brand with a rich, decades-long history of success and innovation. It all started with one cook, Colonel Harland Sanders, who created a finger lickin’ good recipe more than 80 years ago, a list of secret herbs and spices scratched out on the back of the door to his kitchen. Today we still follow his formula for success, with real cooks breading and freshly preparing our delicious chicken by hand in more than 26,000 restaurants in over 145 countries and territories around the world.

For more information, visit https://online.kfc.co.in/  

Video: https://www.youtube.com/watch?v=7JFCUzcS07w

 

 

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Jameson Connects & Crepdog Crew Celebrate Subcultures with Limited-Edition Capsule

Celebrating community, creativity, and self-expression through a limited-edition drop inspired by India’s most vibrant subcultures.

MUMBAI, India, June 4, 2025 /PRNewswire/ — Jameson Connects joins forces with India’s largest sneaker and streetwear retailer, Crepdog Crew, to launch a one-of-a-kind limited-edition capsule that celebrates the spirit of counterculture in India. The collaboration is being launched under Jameson Connects – Jam Studio, a culture and community-driven collaborative space, which brings together creative minds to help explore a fresh artistic landscape.

Rooted in the dynamic street and creative scenes of India, Jameson Connects and Crepdog Crew have come together to spotlight authentic voices and celebrate self-expression from the ground up. Inspired by bomber jacket patch culture, the drop reinterprets the spirit of individuality and identity through a distinctive camo-style shacket with interchangeable patches, designed to be a canvas for personal storytelling. Complementing the shacket are a tote bag and mug, completing a bold and collectible capsule collection.

Ayush Kalra pays homage to the tattoo scene, Vijaya Aswani captures the dynamic energy of skateboarding, Jayesh Joshi channels the freedom of the biking community, and Siddhartha Iyer brings alive the rhythm and soul of music.

Anchit Kapil, Co-founder and CEO, Crepdog Crew, said, “Subcultures shape the streets long before trends catch up. At Crepdog Crew, we’ve always built spaces—physical and creative—for the community to thrive. This shacket is our way of putting that truth on fabric—a celebration of individuality, identity, and the scenes that give cities their soul. With Jameson Connects, we’ve created more than a drop—we’ve created a canvas for the culture.”

Mo Joshi, Co-founder of Azadi Records, Culture partner for Jameson Connects, said, “Real culture grows where community thrives. Jameson Connects has always been about championing grassroots voices and giving artists a platform to be seen, heard, and celebrated. This collaboration with Crepdog Crew isn’t just about merch—it’s about movement.”

The drop celebrates the power of creative collaboration through art, music, and community-first experiences.

About Jameson Connects

Powered by Jameson Ginger Ale, Jameson Connects is a community-first platform for India’s creative voices. Through verticals like Jam Pad, Jam Stage, Jam Studio, and Jam Radio, it brings together culture-shaping individuals and subcultures to collaborate, co-create, and connect.

About Azadi Records

Azadi Records is a progressive Indian music label spotlighting thought-provoking hip-hop across regional languages and subcultures. Since 2017, it has given voice to the unheard, pushing the boundaries of what Indian music can be.

For press inquiries, please contact:

Shefali Bhatia, PR Pundit Havas Red | shefali.bhatia@prpundithavasred.com | +91 9821821032

Sanjana Jhawar, PR Pundit Havas Red | sanjana.jhawar@prpundithavasred.com | +91 7023080670

Photo: https://oyefilmy.com/wp-content/uploads/2025/06/jameson-connects-crepdog-crew-celebrate-subcultures-with-limited-edition-capsule-2.jpg

 

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News Wire

Jameson Connects & Crepdog Crew Celebrate Subcultures with Limited-Edition Capsule

Celebrating community, creativity, and self-expression through a limited-edition drop inspired by India’s most vibrant subcultures.

MUMBAI, India, June 4, 2025 /PRNewswire/ — Jameson Connects joins forces with India’s largest sneaker and streetwear retailer, Crepdog Crew, to launch a one-of-a-kind limited-edition capsule that celebrates the spirit of counterculture in India. The collaboration is being launched under Jameson Connects – Jam Studio, a culture and community-driven collaborative space, which brings together creative minds to help explore a fresh artistic landscape.

Rooted in the dynamic street and creative scenes of India, Jameson Connects and Crepdog Crew have come together to spotlight authentic voices and celebrate self-expression from the ground up. Inspired by bomber jacket patch culture, the drop reinterprets the spirit of individuality and identity through a distinctive camo-style shacket with interchangeable patches, designed to be a canvas for personal storytelling. Complementing the shacket are a tote bag and mug, completing a bold and collectible capsule collection.

Ayush Kalra pays homage to the tattoo scene, Vijaya Aswani captures the dynamic energy of skateboarding, Jayesh Joshi channels the freedom of the biking community, and Siddhartha Iyer brings alive the rhythm and soul of music.

Anchit Kapil, Co-founder and CEO, Crepdog Crew, said, “Subcultures shape the streets long before trends catch up. At Crepdog Crew, we’ve always built spaces—physical and creative—for the community to thrive. This shacket is our way of putting that truth on fabric—a celebration of individuality, identity, and the scenes that give cities their soul. With Jameson Connects, we’ve created more than a drop—we’ve created a canvas for the culture.”

Mo Joshi, Co-founder of Azadi Records, Culture partner for Jameson Connects, said, “Real culture grows where community thrives. Jameson Connects has always been about championing grassroots voices and giving artists a platform to be seen, heard, and celebrated. This collaboration with Crepdog Crew isn’t just about merch—it’s about movement.”

The drop celebrates the power of creative collaboration through art, music, and community-first experiences.

About Jameson Connects

Powered by Jameson Ginger Ale, Jameson Connects is a community-first platform for India’s creative voices. Through verticals like Jam Pad, Jam Stage, Jam Studio, and Jam Radio, it brings together culture-shaping individuals and subcultures to collaborate, co-create, and connect.

About Azadi Records

Azadi Records is a progressive Indian music label spotlighting thought-provoking hip-hop across regional languages and subcultures. Since 2017, it has given voice to the unheard, pushing the boundaries of what Indian music can be.

For press inquiries, please contact:

Shefali Bhatia, PR Pundit Havas Red | shefali.bhatia@prpundithavasred.com | +91 9821821032

Sanjana Jhawar, PR Pundit Havas Red | sanjana.jhawar@prpundithavasred.com | +91 7023080670

Photo: https://oyefilmy.com/wp-content/uploads/2025/06/jameson-connects-crepdog-crew-celebrate-subcultures-with-limited-edition-capsule-1.jpg

 

Cision View original content to download multimedia:https://www.prnewswire.com/in/news-releases/jameson-connects–crepdog-crew-celebrate-subcultures-with-limited-edition-capsule-302472881.html

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Jameson Connects grooves to Grammy winner Anderson .Paak in Mumbai

An intimate celebration of music, culture, and community, also featured Seedhe Maut and Shekhinah

MUMBAI, India, June 4, 2025 /PRNewswire/ — Music lovers in Mumbai were treated to an unforgettable evening as Jameson Connects brought its signature global experience, Distilled Sounds, to India’s cultural capital with an electrifying night of rhythm, soul, and connection. Headlining the showcase was none other than Grammy Award-winning artist Anderson .Paak as DJ Pee .Wee, who took over Famous Studios, Mumbai, for a high-voltage, electrifying up-close performance that brought unmatched energy to this thrilling chapter of Jameson Connects.

DJ Pee .Wee, the dynamic alter ego of Anderson .Paak, delivered a high-energy DJ set that showcased his impeccable taste and versatility behind the console. Known for his genre-blending sound that merges hip-hop, soul, funk, and R&B, Anderson .Paak additionally treated audiences to an intimate live performance towards the end, captivating them with his rich musicality and vibrant presence.

Adding to the evening’s vibrant soundscape was a duo who need little introduction — Seedhe Maut. Fresh off the release of their eighth project DL91 FM, the genre-defying Delhi-based icons brought their razor-sharp lyrics and explosive live energy. Joining them was South African powerhouse Shekhinah, celebrated for her soulful vocals and signature fusion of R&B and pop. Together, they formed a thrilling trifecta of artistry that embodies Jameson’s spirit of fearless creativity and community.

With each edition, Jameson Connects continues to raise the bar in crafting immersive cultural experiences that merge music, community, and creativity. Known for spotlighting boundary-breaking talent from around the world while championing local voices, the platform has become a space where global artistry meets homegrown expression. The upcoming Mumbai showcase is set to be no different-an intimate yet high-impact gathering that celebrates the spirit of connection, the power of live performance, and the magic that unfolds when diverse creative energies come together under one roof.

More than just a music event, Jameson Connects delivered a curated celebration of culture, community, and connection. From eclectic pop-ups by homegrown brands to vibrant F&B experiences and the thoughtfully curated zones, every element is designed to spark conversations and camaraderie.

Stay tuned for what’s next from Jameson Connects.

Link: https://www.instagram.com/jameson_alwaysintomixin?igsh=eGszaTBsNTV5N2Yx

Photo: https://oyefilmy.com/wp-content/uploads/2025/06/jameson-connects-grooves-to-grammy-winner-anderson-paak-in-mumbai-1.jpg

 

Cision View original content to download multimedia:https://www.prnewswire.com/in/news-releases/jameson-connects-grooves-to-grammy-winner-anderson-paak-in-mumbai-302472876.html

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