“In Gujarati cinema, people believe only comedies or family dramas work. I want to break these regressive mindsets. I want to break these bloody barriers…” These words come from Asif Silavat – writer and director of the upcoming Gujarati film ‘Mahek – Every Secret Has a Price’.
The poster of ‘Mahek’ was unveiled last night at a unique public event organized by TAFF. What made the event stand out is that, perhaps for the first time in the history of Gujarati cinema, a film’s poster was launched not in front of industry figures or media, but directly among its core audience – the common public.
Gujarati cinema is evolving with fresh experiments, and such innovations come with their own challenges. Over the last decade, the landscape of Gujarati film making has undergone a major transformation. Filmmakers are stepping into unexplored territories. ‘Mahek’, a murder mystery, is one such bold experiment now ready to take shape.
Sharing more about the film, writer-director Asif Silavat says,”I want to make a film in the genre that most Gujarati producers are hesitant to touch — the dark zone. I’m venturing into the kind of cinema and storytelling that audiences usually see on platforms like Netflix. This is not a family film at all — it’s intense, dark, and filled with bloodshed. I’m absolutely fine even if it gets an ‘A’ certificate from the censor board.”
The launch event took place at Ramodi Banquet, Bopal, Ahmedabad under the leadership of the TAFF Group. Tanmay Sheth, the driving force behind TAFF, is also the film’s marketing head. Known for doing things differently, TAFF’s approach to this launch has been nothing short of historic in the Gujarati film industry.
Typically, film launches happen behind closed doors or among film personalities, but this one was designed for the actual viewers. Guests visiting the venue for dinner were also able to witness and enjoy the launch.
The food for the evening was curated by Pruthvi Luxury Caterers, one of the most reputed names in the city. Staying in tune with the season, the menu featured the royal Kesar Mango, which inspired the name of the evening – ‘Kesar Keri ni Mahek’ (The Fragrance of Kesar Mango).
Since the film belongs to the dark genre, TAFF also chose a “black outfit” theme for the event, adding an aesthetic touch to the atmosphere.
‘Mahek’ is being produced under the banner of RHSG Productions, with Asif Silavat serving as both the writer and director. The film features well-known fitness coach Sapna Vyas in a leading role, along with Utsav Nayak, Nisarg Mistry, Prince Limbadia, Mohit Sharma, and Bansi Rajput.
The film is set to go on floors soon, with shooting scheduled to take place in the scenic locales of Uttarakhand.
