`Not so long ago, ad film making was the preserve of a select few with filmy lineage but that is fast changing.”
A commercial opens with a man breaking eggs in quick succession to prepare a quick egg spread. Suddenly, one of the eggs refuses to break despite his valiant attempts. Curious to unravel the source of the mystery, he looks up where the hen is supposed to be laying the eggs and to his dismay discovers the hen pecking at grain laced with Fevicol. Welcome to the world of ad films.
Ad film making is a specialised segment of film making. As a profession, it is gaining ground at a reasonably fast pace in non film industry families. A career which not so long ago was limited to a few with roots in film making has broken open the shackles to become quite popular with the younger generation with no filmy background. India can take pride in having one of the biggest entertainment industries in the world comprising cinema and television with self-proclaimed headquarters in Mumbai. Film making in general revolves around feature films, documentaries, newsreel, promotional films, TV commercials and ad film making is one of its major aspects.
A challenging field, ad film making involves immense creativity and brings together skills of a host of professionals.
These professionals play diverse roles to create a piece of art called commercials. Brand, fame and moolahs solely depend on the skills they bring to the project.
The message in ad film is so important since it needs to be conveyed in just a few words, in seconds to be specific. At the same time, the message must be appealing enough to arrest the attention of the target audience, considering the fact that they have a host of other channels filled with advertisements vying for their attention.
The People:
Although a host of professionals play significant roles in the making of ad films, the most important is the one that falls on the desk of the director. The task of managing the materials as well as...