Ad film-maker Ram Madhavani shot the song Bheja kam in Aamir Khan's Taare Zameen Par because "he was asked to do so by an artiste" of Aamir Khan's integrity.
"Why did I agree to shoot just one song for Aamir? Because he asked me to! As simple as that. When an artiste of Aamir Khan's integrity asks you to do be a part of something that's special to him, you don't question him. You just enjoy the process of being part of the creativity."
In the song, Madhavani aspired to capture the chaos and confusion of the child's mind as he is jostled and pushed into a routine. "Aamir gave me full freedom to shoot the way I wanted. There was no interference. While Aamir shot the scenes with the kids in the classroom of a school in Panchgani, I shot my song in the adjacent one. I was struck by his sincerity."
Returning to Panchgani to shoot Bheja kam was an exercise in nostalgia.
"I went to boarding school in Panchgani but that isn't my only connection to Taare Zameen Par. My name is Ram and that is Aamir's name in the film, too. The boy's surname is Awasthi, which was my wife's maiden name."
Working in Taare Zameen Par has changed Ram's life. "When Aamir called me to see the rushes before shooting the song, I did not know what I was getting into. Taare has changed my attitude towards my own 10-year-old son Siddhant. Now I no longer pressure him into performing or excelling."
Ram admits he never saw the number Bheja kam as a stepping-stone to other assignments from Aamir Khan. "For me, it is enough that I was part of a film and that really makes a difference to our lives."
It's been six years since Ram made his first and only feature film Let's Talk in which Boman Irani made his debut.
"I am very proud of what Boman has done since then. Some of his work has been truly exemplary. As for me, it's been a while. I intend to do another feature film soon. I know many people think ads are a sell-out. But I firmly believe everything, including the frescos in the Sistine Chapel, is commissioned," Ram says with his tongue firmly-in-cheek.