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Wednesday, October 11, 2006

A few Bollywood directors on TVC’s

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“I’ve worked with quite a few Bollywood directors on TVC’s and found them (with one exception) unsatisfactory. They bring to the table attitude and arrogance that they probably can get away with in their domain, but which can’t (and doesn’t) work here. They seem to be distinctly uncomfortable with discussion, debate, collaboration and any form of dissent or second opinion. That is not on with me, simply because I know my brand better than them and the final word has to be mine. After all, I represent my clients interest. Weaker creative heads, I guess, are either bullied or the poor bozo’s are so star-struck by the Bollywood star-director dazzle, that they are perfectly happy to bask in their company, irrespective of the quality of the TVC.” Prasoon also detests the attitude of some of the Bollywood directors who have (in the past) approached him for doing TVC’s because “aaj kal khali hai. Next production six months baad. Kuch Ad films hai to karte hai, boss …” For a professional who’s bread ‘n’ butter comes from advertising, a calling he’s invested passion and commitment to, this casual “timepass” approach is both sickening and shocking. Like Padamsee, when the crunch comes, its tried n’ tested pro’s like Prasoon Pandey or Ram Madhvani, hands down!

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Source :
IIPM Editorial, 2006

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