When a director’s film makes history, he gets engrossed in his next venture to get away from the expectations and to start afresh with a new story. But director Rajkumar Hirani seems to think differently after the mammoth success of 3 Idiots, which grossed over Rs 450 crore at the box office world wide. The filmmaker has turned his hobby of making advertisements into a profession and started a company called Canvass Films.
Hirani, who has featured in Fevicol commercials and the Chal meri Luna campaigns years ago, recently started the company in association with his friend Sanjeev Kishinchandani. It is learnt that Hirani has formed a separate team for his new company, under which he will make about six commercials every year.
“Raju sir loves the challenge of telling a story in 60 seconds as against the two-hour long movies,” reveals his associate, adding, “He has made a considerable number of ads, the recent ones being for Boro Plus, with Kareena Kapoor and Amitabh Bachchan. So he decided that he wants to do more of such work, apart from making feature films.”
Confirming his new business venture, Hirani said, “I have really enjoyed telling stories in 60 seconds. The entire process is very exciting and at the same time, also very rejuvenating. So, with Canvass Films, my team and I are just exploring our love for the moving image.”
It is also learnt that Hirani has been approached by advertising agencies like O&M, Lintas, McCann Erickson, Lowe etc to translate their briefs into talked-about ads. However, he remained tight-lipped when asked about his next feature film. Currently, he and his writer Abhijat Joshi are also busy with the scripting of Ferrari Ki Sawari.
To be helmed by his erstwhile assistant, Rajesh Mapuskar the film toplines Sharman Joshi as the father of a nine-year old boy, who inspired by his cricketing idol, also aspires to become a cricketer and drive a Ferrari.