Chandigarh 22 Dec 2014 : The movie ‘Chaar Sahibzaade’ received massive response from the Sikh masses. Analyzing the response triggered by animation depiction of life and martyrdom of four sons of Guru Gobind Singh Ji, which also included animation depiction of Guru Sahib, Sikh intellectual S. Ajmer Singh had raised serious concerns.
S. Ajmer Singh had clarified that depiction of Sikh Gurus though images, animation, films or drama was prohibited in Sikh religion and tradition and the prohibition had strong basis as the ‘spiritual heights’ can not be reduced or produced on canvas or screen.
S. Ajmer Singh had also raised apprehensions that the trend may lead to (ab)use of spiritual heritage for commercial purposes.
These apprehensions seems to be turning true as makers of ‘Chaar Sahibzaade’ movie have turned it (Chaar Sahibzaade title) into a commercial brand.
Following the trend adopted by films like ‘R.A.One’, ‘Krissh 3’ Harry Baweja and makers of the Chaar Sahibzaade movie tied up with Snapdeal.com to sell products with brand ‘Chaar Sahibzaade’.
The Snapdeal.com is selling water bottles, cups, mugs, key chains, kirpans, swords, art work and armor sets with bows and arrows with brand ‘Chaar Sahibzaade’.
Producer Harry Baweja, while talking about the collaboration with Snapdeal.Com, mentioned, “Chaar Sahibzaade is a movie that will give you an insight of the rich heritage and culture of Sikhism. The collection on Snapdeal.com is something parents will proudly buy to inculcate rich Indian values in their children.”
It’s a major cause of concern as the Chaar Sahibzaade movie did not only contributed to dilution of spiritual image of the Sahibzaadas and reduced it to cartoon depiction, but also started a trend to use spiritual heritage as commercial brand.