Admen upstaged by Bollywood | india | Hindustan Times
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Admen upstaged by Bollywood

Admen today seem to have a yen for cinema, unlike their predecessors.

india Updated: Feb 18, 2006 18:42 IST

Theatre, forMumbai’s ad fraternity has always been a way of life. However, of late, it is Bollywood films that they are making a beeline for.

“Advertisement, theatre and films are all mediums of communication,” says Bharat Dabholkar, who successfully juggles the three creative pursuits. Preparing for the staging of the English version of one his much acclaimed Marathi plays,Just Another Rape,Dabholkar says theatre gives him a “tremendous high” but films and advertising too have their challenges and excitement. He is doing a cameo role in Hitlist and Corporate. In the latter, another ad guru Prahlad Kakkar is tipped to play himself.

Some admen see films as a natural progression of their creative pursuit, others as following their heart. And if the recent successes of Rang De Basanti and Parineeta are taken into account, they seem to be doing it with aplomb. The latest Aamir Khan-starrer had at least three men with an ad background involved with it — director Rakeysh Mehra, Prasoon Joshi, who penned its crisp dialogues and intense lyrics, and storywriter Kamlesh Pandey.

With Parineeta, Pradeep Sarkar made an impressive foray into Bollywood, after 17 years in advertising. Making movies has been his “ultimate aim”. Though he still dabbles in ads and music videos — he recently wrapped up picturisation of Euphoria’s new album Mehfooz — it is films that remain his “obsession”.

For Joshi, who has three poetry books under his belt, films provide a refreshing break. “Films provide a challenge of a different kind. Besides, there is a poet inside me who needs expression,” says the regional creative director of McCannErickson (South and South East Asia). As for theatre, he has not given it a shot till now, but is not averse to the idea. “Theatre needs a lot more involvement.”