New Film Work
as
Creative Director
July 23 - present
HDFC ERGO
#KaroSabkoInsure
My Role: Big Idea. Film Concept & Story. Fleshing Out the Film. Full Writing + Handling Shoot, Edit, Music, Post. Also the rather crucial element of how to get this film made in a rather tight (but 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. We decided to curry favour for art design, borrowing a lot of things which we couldn't afford. But PH, Director, Producer and I worked tirelessly to convert the location into a proper set. I designed and created certain production-design elements from my house as well to enhance the film's realism. We went with a very trained cast from two National Schools of Drama, and did not give in the the insistence on having more glamorous faces. My CCO, Parixit Bhattacharya, was completely on board with this point of view of mine. The Director took a 3/4th cut on her fee so that we could afford a really talented DOP from FTII, who had done excellent Beauty Work to survive in Bombay, but had worked under the best cinematographers of Hindi Cinema too and carried a bulk of knowledge & the sheer potential to pull off a stunning lighting scheme in which nothing looked out of place, or unreal. Every shadow was chiselled. Every highlight carefully muted. Every handheld shot with wide lenses captured 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. And yeah, we created a small set inside the location too. And with supreme colab spirit, we got it right. A 25 lakh film to look, sound and feel like a One Crore film. The Sarangi that you heard was recorded live, by an artist from one of India's most traditional gharana. That's the truth. Result? Somesh Surana, the Chairman of HDFC ERGO & Chairperson at the GIC (General Insurance Council) loved it as soon as he saw it in our delivery presentation. It was ticking all boxes for him, including that of memorability.
The Concept & Campaign Plan

Main Film
Released Shorter edits
101 Sec
60 Sec
GIC
General Insurance.
Hai Pyaar Yahi.
Song for Long Film
Recorded & Mastered
Music Director:
Rupert Fernandez
Singers:
Siddharth Basroor
Yashika Sikka
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
UpGrad
#AageyKiSocho
Brand Relaunch Film Campaign​
extracted from:
"Soch hogi Aagey ki,
Toh opportunities
peechey bhaagengi."
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.
90 Seconder
Three 30 Seconders
#3
CaratLane UTSAV
#HarUtsavHaiMereJaisa
Launch Film
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
EFFECTIVENESS
of the UTSAV LAUNCH CAMPAIGN
An insecure world will have you believe that it's a world of Gen.A.I., which is here to scare you and reduce your worth. That originality has no meaning and ChatGPT is going to gobble copywriters like sushi rolls of obsolescence. They will fetishise Data, as if advertising ever happened in the absence of Data about product, it's current sales, the numbers the brand custodians want to hit, and the demographic split & TG data. They'll spout the word, efficiency. But I'm going to hammer the word 'Optimal,' 'Effective,' and then do a sandhi of them as 'Optimally Effective.' Or as I like to say 'Impactful. While being Soulful.' 'Coz Connection is the process of the game. Making the consumer feel is the whole game. Done & dusted. There you go. The association with the cultural idea spawning images of the product as desire, deep in memory, making you a consumer even before you shell out your cash to purchase the product. And yeah, Moment marketing? It's great. But would be greater with a bit more memorability. Remember, the father of it all? The Launch Campaign...? That's what we did here, and the people loved it. Organically.



EFFECTIVENESS Across & Beyond TG
Featured in Elle, the UTSAV Collection's pan-India appeal, while fully catering to our intended TG, went beyond it by attracting even India's Upper-classes. Its lush designs, based on an exploration of the fluidity and the dazzle of our Oceanic Life, akin to independent expressions and celebrations of being a woman, (for what is more fluid than her!) had a fresh allure for every Indian Woman who felt that she was the Festival adorning and symbolising all our Festivals. Standing true to the core idea, "Har Utsav Hai Mere Jaisa", it resonated with Indian women across divisions of class, religion, region and language. In effect, as the sales and conversation grew, the UTSAV Collection emerged as a positive unifier of femininity and its much needed celebration by the women themselves on a National Scale. https://elle.in/celebrate-akshay-tritiya-with-caratlane/
CaratLane Diwali 2024
#SuniSabki
Kari
ApneMannKi
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
CaratLane Engagement
#CommitmentIs
ABeautifulThing.
GiveItACaratLaneRing.​
1.
My Role: Big Idea. Film Concept & Story + Fleshing Out the Film + Full Writing + Salvaging edit & post
2.
Film Concept & Story:
Parixit Bhattacharya, CCO, BBH India
My Role: Big Idea + Fleshing Out the Film + Adding Nuances
Microtek
​Brand Refresh Film
#RahoOnFullOn
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, perfecting the production design in the Production House Office with the Executive Producer, Prafull Sharma & Director, Akhil Nair
45 Sec Released
Milkmaid Mini
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
dubuy.com
"DoTheDubuyJi"
Launch Long Film Song
Recorded & Mastered
for International Pitch
Music Director:
Rupert Fernandez
Singers:
Siddharth Basroor
Yashika Sikka
My Role: Big Idea + Film Concept & Story + Fleshing Out the Song & the Film + Full Writing + Handling the Making of the Song
Good Films Written
2015 - July 2023
Surf Excel
Eesar Ek Ibadat
My Role: Idea. Story. All Situations.
Fleshing out the film fully. Full Writing.
Surf Excel
Haar Ko Haraao
My Role: Idea. Story.
Fleshing out the Film. Full Writing.

Surf Excel Holi
Rang Laaye Sang
My Role: Idea. Story.
Fleshing out the Film. Full Writing.
Sunlight Care
strengthening bonds withe care
My Role: Idea. Situations. Fleshing out the Film.
Full Writing. Finding the Director, Harsha Prabhakar Rao.

