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As Creative Director
 July 23 - present

Film woh, jo yaad reh jaaye... ilm wo, jo chhoo jaaye,

HDFC ERGO 
Big Idea Cracked:
Karo Sabko Insure

My Role: Big Idea + Film Concept & Story + Fleshing Out the Whole Film + Handling Shoot, Edit, Music, Post. Also, figured out the rather crucial element of how to get this film made in a rather tight (and pushed) budget of 25 lakh.

I got Colour Palette Films on board. It helped that I knew the producer, Sayan Banerjee, & the director, Arunima Sharma. But they were selected on the basis of their excellent PPM presentation and had to compete with a couple of other PHs. We decided to curry favour for production design as well, borrowing certain things which we couldn't afford. The Director, Producer and Production Designer worked tirelessly to convert the location into a proper set. Sourcing certain wooden things even from Chor Bazaar. 
Even I designed and created certain production-design elements from things in my house to enhance the film's realism. Also, I went with a very trained, natural-looking cast from two National Schools of Drama, and did not give in the insistence on having more glamorous faces. The Director took a big cut on her fee so that we could afford an exceptional DP from FTII, who had trained under some of the best cinematographers in the Hindi Cinema industry. He pulled off a stunning lighting scheme in which nothing looked out of place, or unreal. Every shadow was chiselled. Every highlight carefully muted. We shot handheld with wide lenses to capture the actors in a really 3-dimensional way. Nuances were introduced & elevated. And we shot it not on Alexa, but Sony Venice 2 with Cooke lenses to achieve the unique balance of colour latitude & clean shadows that only the Venice 2 Sensor could deliver.

 

With total colab spirit, we got it right. A 25 lakh film to look, sound and feel like a One Crore film. The Sarangi you heard was recorded live, by an artist from one of India's traditional Sarangi Wadak gharanas. Sadly, there aren't many such Gharanas left, I got to know.

The Concept
& Campaign Plan

Main Film

The Released
Shorter edits 

1

2

Gulzar kehna,

Aaj kayiyon ke liye gaali ho gayi hai,

par Deepika ki adaa,

aaj bhi khayaalon ki nakkaashi maang rahi hai.   

CaratLane
"UTSAV Collection" Launch  


Big Idea Cracked
:
Har Utsav, Hai Mere Jaisa.

My Role: Big Idea. Film Concept & Story. Fleshing Out the Film. Full Writing. Figuring every visual in detail. Handling Shoot, Music, Edit, Post.

Fighting to get a Set Created for the Film's Stylised Appeal. Fighting it out to escalate music budget as music was super-critical in the Launch Product's Success & the reach that the Campaign would get pan-India. Getting Uber-talented Music Director, Mayank Mehra, on board instead of the suggested, cheaper talents. 

 

45 Sec Released

61 Sec Unreleased

Big Idea Cracked:
Utsav Ka Har Roop Ho Tum.

Riwaazon ko yunn palat do,

Jaise dhoney ke waqt kameez palattey hain.

Daayron ki kiwaad ulat do,

Jaise bachhey badon ke shabdon ko ulattey hain.​​​​

CaratLane
Women's Day Film

Palat

35 sec

Yeh pitch badi kutti cheese hai...!

kambakhtt, daanw pe daanw, khelti jaati hai.

Aakhiri padaaw tak,

Humaare bootey ka imtehaan leti jaati hai.

G.I.C.
General Insurance Council

Big Idea Cracked:
GeneraL Insurance Lo.
Sachha Pyaar Karo.


Big Idea Fine-tuned: General Insurance.
Hai Pyaar Yahi.

Song for Long Film
Recorded & Mastered 

Music Director:
Rupert Fernandez

Singers:
Siddharth Basroor
Yashika Sikka

Lyrics:
Ayush Prasad

My Role: Big Idea + Film Concept & Story + Fleshing Out the Song & the Film + Full Writing + Finding Out Music Director + Approving Singers + Handling the Making of the Song + Pushing for Budgets

Sikshha se bada koi ark nahin.

Jo bata de sabhi ko, tum kaun ho,

Uss mehnat se zyaada,

Chaandni ka bhi soundarya nahin. 

UpGrad
Pan-India Campaign
 


Big Idea:
"Soch Aagey Ki...!
Opportunity, 
Peechey Bhaagegi."


Crunched to:
Aagey Ki Socho

My Role: Big Idea + Film Concept & Story + Fleshing Out the Film + Full Writing + Handling Shoot, Edit, Music, Post + Insistence on No Green Screen work, pure high-grade sets that move mechanically for the transition effects in all shots + Getting the Director & Producer, Anupam Mishra of Belief Films, to agree to this treatment. So yeah, none of it, is digitally created. It's 100% real. And it 2.75 crores + taxes well spent, I feel.

90 Seconder

The Three 30 Seconders 

Kehte hain, Diwali toh bhai ek baar hi aati hai.

Aati hogi...!

Par tanon ki Diwali... woh toh, in kaanon ko

Saal-dar-saal behra karti jati hai. 

Zidd ka zevar pehnakar,

Naa kehne ke tevar se sajaati hai. 

Aatmvishwaas ki ladi jalaane ki yeh koshish,

Humein sunn ke bhi, Naa sunne ki aadat dilaati hai. 

Armaanon ko Pairon sa thirkaati hai.

Kaamyabi ki har sar-zameen pe,

Humein apni shaksiyat ka, jashnn manana sikhaati hai.

Taanon ki yeh tanaashahi, peechhey reh jaati hai,

Jaise-jaise, humaare hausley ki aatishbaazi,

Aasmaan ko humaari muskaan ka gehna pehnaati hai.  

CaratLane
Diwali 2024 

Suni Sabki
Kari
Apne Mann Ki

My Role: Big Idea. Film Concept & Story. Fleshing Out the Film. Full Writing. Handling Shoot, Music, Edit, Post.

The Very Critical Move of Finding the Lead Face, Mariette Valson, as the apt lead with the right kind of presence to make this film stand out… while going against the thinking of the PH & the common thinking around... Why? 'Coz the PH was unable, till the very end, to find A Glamorous, yet Aspirationally Relatable Indian Woman who had presence & grace enough to hold the viewers' gaze for this ad. So I proposed the names and work profiles of Sanghamitra Hitaishi & Mariette valson, both of whom I was convinced could lift the film.

My choice was eventually commended by my CCO, Parixit Bhattacharya, during the shoot as according to him Mariette's grace, her performance & ability to hold her presence had lifted the film's allure, appeal, and most importantly its grammar of glamour. And he was right. It's a jewellery film, selling dreams of adorning yourself like the Stars you'd never meet... for God's sake...!  

35 sec

Kuchh log hain aaj, irdd-girdd,

Jinsey Sooraj ko gumaan hai.

Apne armaanon ki full-on energy se banaya,

Unhone apna non-stop aasmaan hai.

india ke iss, Sunrise Tribe se,

Desh ka har hissa, din-raat jawaan hai.

Aadat nahin, inhein rukney ki, yaaron,

Inki harkaton se har pal ban raha, yeh naya Hindostaan hai. 

Microtek
​Brand Refresh Campaign 

Big Idea Cracked:
Raho On. Full On.

My Role: Big Idea + Film Concept & Story + Fleshing Out the Film + Full Writing + Handling Shoot, Edit, Music, Post + Working with the PH & Director to bring in tech details of this technically heavy film without interrupting the story-telling & making it look like "tech-dekho, tech-dekho hard sell film" while also ensuring an able, stunning-looking cast of real-influencers capable of making the aspirational Young Indian connect & feel the desire for the power of being "Raho On, Full On."  

Hence, I perfected the production design in the Production House Office with the Executive Producer, Prafull Sharma & Director, Akhil Nair 

45 Sec Released

Jab baat commitment ki ho,

Tab pata chalta hai, Kaun sachha saathi hai...

Kisey aap mein basey heere ki

Sahi parakh aati hai.

Baaki toh life mein sab,

Ityaadi-ityaadi hai,

Bilkul jaise lehrein aati aur jaati hain.

Jab baat commitment ki ho,

Doubts ke pare jaake, baahon mein harne ki ho,

Tohi pata chalta hai,

Kya sachh mein rumaani hai, kya surf zuband hai... 

Yeh Life... kiske saath nibhaani hai. 

CaratLane

The Engagement Collection 

Big Idea Cracked:

 

Commitment

Is A Beautiful Thing.

Give It

A CaratLane Ring.​

My Role: Big Idea. Film Concept & Story + Fleshing Out the Film + Full Writing + Salvaging Edit through Suggestions About the Post. Not a shoot, Not a piece of work, I would approve, where crushing the blacks, and fibbing with contrast is the saviour... for a future of paid views, comments, and reviews... to make lakhs of wasted rupees, appear fairly used. BIGGG ideas are rare. They should not be whittled away or abused. 'Coz they become a yardstick... that's best described as a noose.

Poochh lo, wanna kya pata,

Gaadi lab nikal jaaye,

waqt ka pahiya zindagi ki dhalaan pe,

kya pata, kab phisal jaaye.

isiliye, poochh hi lo,

Taaki commitment ka gehna,

baaki kisi bhi gehne se pehle,
Uske gale chadhh jaaye...

Phir, atthkheliyaan karne mein, shaayad,

Usey bhi maza, zyaada aaye...?

CaratLane

The Engagement Collection 

Big Idea Cracked:

 

Commitment

Is A Beautiful Thing.

Give It

A CaratLane Ring.​

Film Concept & Story:
Parixit Bhattacharya,  CCO,  BBH India

My Role: Whatever was asked of me. Put in all my strengths.

"Jeeto," Yeh kehna, aasaan hai.

Synonyms dekhe hain kitney hain, jeet ke...?

Par mera-tera ka test-match khelti duniya mein,

Jeet ki mashaal, aksar, 

Tannon ki aandhi ke beech se nikalti hai.

Bujhtey-bujhtey, maddhamm padtey,

Kisi tarah apni lapat mein,

Yeh bhar-bhar ke aag bharti hai...

Pata nahin kaise yeh apne mansoobon mein,

Heere ka atoot zor bharti hai...? 

Taraash-taraashkar, apne wajood ka zevar

pehenti hai...

Tabhi toh, jeet ka har nagg, kehta hai isse, 

"Madam, zara dekho... 

kaise tapak raha hai tumse Mallikaon ka noor,

Ki Aaina bhi aaj tumse,

jalne ko ho gaya hai majboor.

Wo ulka ho tum, Huzoor,

Jise peheke, andhiyara bhi ho jata hai magroor.

​

CaratLane

Wear Your Wins 1.0

My Role: 
Cracked the line:
"Door se chamakta jo g
ehna hai, 
Khud se Jeet kar penha hai."

+
Situations + Fleshing out Nuances + Co-writer

Jugalbandi yeh kitchen ki,

Oven se aati Khushbu,

Minton mein reality bante imagination ki.

Maa ke pyaar, Bachhon ke udham ki,

Jugalbandi yeh,

Mithaas ke forever haazir-jawaab mausam ki.   

Milkmaid Mini
Launch Film 


Make... Pour...
'n Much More

My Role: Big Idea + Film Concept & Story + Fleshing Out the Film + Full Writing + Handling Shoot, Edit, Music, Post

35 sec

Buy karogey, ya dubuy karogey?

Sunke gaana, waah-waahi karogey?

Ya Brick-bats se attack karogey?

Jo bhi karogey, engage karogey. 

dubuy.com
Launch Film Song

 
Big Idea:
Dubuy Ji...!

Recorded & Mastered 
for International Pitch

 

Music Director:
Rupert Fernandez

 

Singers:
Siddharth Basroor
Yashika Sikka

​

Lyrics:

Ayush Prasad

My Role: Big Idea + Film Concept & Story + Fleshing Out the Song & the Film + Full Writing + Handling the Making of the Song

 
Received a standing ovation at the dubuy.com Global Pitch, held in Dubai, which was mailed to be the Publicis Global Head for Exceptional Work in acquiring an international client. 
 
 
This materialised soon into a Rupees 100,000, (1 lakh) Performance Bonus, over and above my appraisal and my CTC. Along with a letter of commendation.
 
 

j

Best Films
2015 - July 2023

Surf Excel

Eesar Ek Ibadat
My Role: Idea. Story. All Situations.
Fleshing out the film fully. Full Writing.

s

Surf Excel
Haar Ko Haraao
My Role: Idea. Story. Fleshing out the Film. Full Writing.

r

Sunlight Care
Bonds of Care, So Rare
My Role: Idea. Situations. Fleshing out the Film. Full Writing. Finding the Director, Harsha Prabhakar Rao.

q

Surf Excel Holi
Rang Laaye Sang
My Role: Idea. Story. 
Fleshing out the Film. Full Writing.

p

M.T.D.C.

Me Maharashtra
Role: Idea. Situations. Lyrics.

o

Futsal
Premiere League 

Naam Hai Futsal 

Launch Film & Track
My Role: Big Idea. + Lyrics. 

n

Sony-Max
IPL Telecast


Big Idea Cracked: 
Ek India, Happywala. 


Film: "Taxi"
My Role: Big Idea + Film Story + Writing 

m

Films as Co-writer

l

Surf Excel
 
Bilyaani

​
 Main Idea:  
Tez, Tez, Tez... 
My Role: Story + Lyrics + Co-writing
Fleshing Out All the Details

 

k

Wheel 
 
Kapde Fresh. Aur Soch Bhi.
My Role: Main Idea
+
Co-writer on Film + Supervising Shoot + Edit

j

Sunlight Rose
2-in-1
 
My Role: Co-writer
+
Supervising Shoot + Edit

i

Sunlight Rose
2-in-1
 
My Role: Co-writer
+
Supervising Shoot + Edit
FIN.
Linen Club
My Role: Main Idea + Writing + Visuals

It’s time. 

Time to wear the sheen of a sunlit night.

(Cam pulls back from Close-up of Woman lighting Diya. To her lit bungalow. To sea of lights around it)

To wear garlands of oneness. So bright. 

(A Man tries cheating at Cards, Gran Pa gives him a tapli... all laugh)

It’s time. To wear a brush of surprise.

(Gifts being opened. A woman in awe at the electric guitar she’s been gifted)

To wear hugs that tug across miles. 

(Son & American daughter-in-law walks in with trolleys; traditional attire, delighting all)

It’s time. To wear winters warmed by the heart.

(Echo of Mass. Man lifts daughter, pins a star he’s plucked from Chms. Tree into her hair) 

(Man balancing many stem glasses & doing a dance step in a Christmas Lawn Party) 

To wear smiles that stitch divides.

(Man with lit flambe cake. Cut to He brings it to security guards. They warm their hands. Eat it to…)

To wear aromas of homemade love.

(Duss. Mid-aged Man steals sweets from nephew’s plate; female nephew pulls his ear)

To wear the zeal of your tribe. 

(Bengali women doing the Dhuna dance in pandal; doing the lip-flap tune)

It’s time. To wear the buzz, be a live wire.

(Family rejoicing, swamped by the dust of dry colour in Duss. celebration)

To wear a swathe of tight-knit ties.

(Man & friends attempt white Sankranti Rangoli; Lil’ Sis adds funny smiley. All laugh.)

To wear the unknown,

Wrap around swathes of new-found joy…

(A dad gifts his daughter a new sports bike on Sankranti…)

It’s time. Finesse, wore your festive vibe.

(Quick shot of full range of Linen Clothing) 

 

Final VO: 

Go beyond the usual. Wear the Festival. 

 

Linen Club. Wear the Festival.

Idea toh insight ka chanaa roop hai.

Idea, client aur agency, done ki mehboob hai.

 

Par agar director ki gaadi mein sunroof nahin,

Toh chatpataatey ads ke jhulastey dopeher mein,

Idea kahaan mehfooz hai...! 

Pata nahin, bade-bade iske baare mein,

Aaj bhi kyun confused hain?

 

Jo Nazar, wazan sahi mein taul sakey,

Apni neend chhod, idea ki khidki poori khol sake,

Wo aaj bhi kisi ko kahaan kubool hai...?

Simply because... system ki nazar mein,

Uski bhaasha, uncool hai. 

​

Kya depth mein jaake,

Idea aur details ki jugalbandi karna,

Aaj ke prachaar-maadhyam... sorry, advertising, mein,

Waakayi Fizool hai...?

 

Kahaan gayi,

Dinon baith ke, sahi chunne wali,

Communication arts ke fundamentals ki

Wo ironsmith school hai? 

​

jab ache idea ko milti hai halki treatment,

toh use bachaane aata hai, paise lagaao, views badhaao,

wala contingent.

​

isn't that creatively pungent?

 The Jugular Nib

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