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HindustanTimes Wed,23 Apr 2014
The reel affair
Hindustan Times
New Delhi, April 02, 2013
First Published: 16:54 IST(2/4/2013)
Last Updated: 16:58 IST(2/4/2013)
Master plan: An ad film makes an impact only if it is properly conceptualised, skillfully produced and tactfully released, like the ‘chutki mein chipkaye’ Fevikwik ad directed by Prasoon Pandey

The lowdown

India’s advertising industry has not only boomed tremendously in the last 10 to 15 years, but has also achieved recognition at international events such as Cannes Lions, New York Adfest etc. This has opened new horizons for those who wish to pursue a career in advertising. Ad filmmaking requires knowledge, sensibility, and great communication skills to create an instant effect on the audience, make a brand popular and finally increase sales. There is no rule book for the process of filmmaking. It can vary depending on the nature of the story but the five basic phases of filmmaking process are — developing an idea; pre-production which includes planning, storyboarding, scheduling and casting. Production involves gathering of sound and images; post-production is all about editing, composing music, effects, animation and distribution

Clockwork
There is no hour-to-hour schedule for ad filmmakers apart from the shooting days. In the advertising industry, one works round the clock to meet agency/client deadlines. Sometimes, weekends may be overloaded, weekdays may be free and vice versa

The payoff
Making a good start is necessary, even if it means self-financing your first film. At the initial stage of the career, the only objective of a fresher should be reel building. Get as many good films on your reel and once it happens, you can get a handsome amount from clients. Focus on making a good film and money will follow. Competition is stiff. Money made by an ad filmmaker depends on the cost of the film versus the budget approved by the client. Having said that, a fresher working as an assistant director can expect a salary of Rs. 40,000. In addition, one can expect Rs. 15,000 to Rs. 25,000 per day or per film, depending on one’s experience. Young ad film directors can expect anything between Rs. 75,000 to Rs. 3,50,000 per film. A good and a well-known ad filmmaker can make a lot of money

Skills/TRAITS
n Ability to use resources and technology
n Filmmaking is a team effort. A good film is made when one can get the best out of the crew
n Keep room for improvisation at any stage of filmmaking

Getting there
An aspirant who has a great idea and is passionate about converting it into a motion picture can become a filmmaker. Education is not necessary but can be helpful. A degree in any discipline followed by a short film course would be good. However, a bachelor’s degree in art and drama can give you an edge

Institutes and URLs
* Film and Television Institute of India, Pune www.ftiindia.com
* Xavier Institute Of Communications, Mumbai www.xaviercomm.org
* Whistling Woods International, Mumbai www.whistlingwoods.net
* New York Film Academy www.nyfa.edu
* University of California, LA www.ucla.edu

Pros and cons
* Long working hours can affect family life
* You get to experiment and learn something new every day

If you believe in your idea, make a film. Do it now as there are lots of opportunities and the industry is hungry ---Bhavesh Kapadia, director, Corcoise Films, Mumbai


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