FACES BEHIND 30 SECONDS

AD-MAKERS IN UNISON

Text: Sangheeta Bhattacharya   Photos: FWD Media & I AM

Power of a 30 seconds ad is such that it creates a ‘brand’ into a ‘product’. Brands like Xerox, Bata, Maggi, Ujala, Fevicol, to name a few; are identified as products instead of ‘one’ of the many brands selling that product. As Mark Twain rightly said, “Many a small thing has been made large by the right kind of advertising.” The art of ad-film making is one of the most difficult in the creative sphere. Building a brand, creating witty and intelligent character or dialogues, capturing the consumer power, all in 30 seconds. But do we recognise the faces behind them? The director, actor, music director, cinematographer and the entire team behind these 30 seconds? The efforts put, the hardwork done is yet to be acquainted with.

As I met the finest ad-film directors of Advertisement Industry one Kochi afternoon, their whims and creativity amused me. Each one of them in spite of their busy schedules and parallel profiles of work continue to meet once every week for a purpose which has not been explored earlier in the country. Unlike every industry which has an association or a council to secure the growth of that sector and the individuals engaged, ad-film industry was left solitary, till now. This group of eminent ad-films directors from South India has come forward and initiated I AM, a platform that unites all the Ad Film Makers of India. I AM is the acronym for Indian Ad-film Makers Association, aiming to unite and strengthen and build a cooperative environment in the exceedingly competitive field of advertisements.

Why ‘I AM’

Ad spending in India in 2014-15 was close to INR 50,000 crore, with an estimated 15% growth in 2016. We understand that size of the advertising industry is prodigious; but unlike the size, revenue involved and the employment provided, there has been no common body to represent and shield this sector. I AM, the new face of ad-makers which although initiated in Kerala, is a pan-India organisation. Currently the association has about 70-80% of the members from Kerala, as it’s no surprise that people from Kerala are in the forefront of the advertising scene in India. Along with their pan-India spread, Malayalis with their strong Middle-east connection also have their advertising footprint in the global landscape.

The idea of an association was first initiated by Mathew Paul, one of the most celebrated ad film directors of Kerala. The process for forming the association was started one and a half years ago by Sijoy Varghese who wanted to fulfill, what his senior Late Mathew Paul had began. Advertisement industry engages more than 5,000 jobs directly and 15,000 jobs indirectly and the numbers could be much more at a pan-India scale. Till now, there has been no common support system to help a person in the industry during a period of crisis.

The process of forming the group has not been smooth, when ad film makers across the country were contacted, many were hesitant to join at first. But apprehensions soon turned into confidence and today I AM is proud to have the support of top ad-makers from Mumbai, Bangalore and Delhi. Amitabh Bachchan gracing the launch of I AM adds to their credibility.

Responsible Ad-men

I AM is capable to change the state of the advertising industry in a fruitful way by adopting ethical policies, such as not promoting bad or hazardous products or restricting usage of deceptive advertising. The members are extremely keen to create socially responsible ad films for the society. They pointed out that there are many Government ads which deliver important social messages, but are not very attractive to the public. I AM members feel that they can majorly contribute by creating appealing ads for both state & central government. These ad-men have an immense passion to give back to the society and are willing to create socially relevant ad films without any cost.

What makes ‘I AM’ special

Insurance: Countries outside India ensure that all foreign shoots are covered by insurance for the entire team compulsorily. But In India, there is no such provisions. The association currently is in talks with insurance companies and is negotiating for a good package. At present, the professionals are working without coverage at a cost of their own expense, nobody to take care in case of any mishap.The insurance package under negotiation would cover the members and the entire crew for maximum benefit of the workers in the industry.

Client’s Perspective: Almost 50% of the amount is paid in advance by the clients for the production. Thus it is crucial for the clients before they engage with an agency to understand if the producer is trustworthy, know the track record of the agency whether they are capable of completing the project. I AM is to play a major role in securing the agency reliability, complete information will be provided in the website which will not only benefit the client but also the newcomers in the industry.

Sharing resources: Many a times an ad-film set require props only once. This incurs huge costs on the agency who has no value of the props, once the shoot is done. To solve this issue, I AM members have introduced a prop and costume shop in their website which will help the ad filmmakers to source and rent the required items from other members. The huge costs incurred earlier will come down while the members who have the props can earn an extra revenue out of it. This initiative is the highlight for the association.

Supplier’s List: A strong database of reliable suppliers is under process which will enable every ad film maker to quickly find reliable suppliers.

Responsibility towards Newcomers: New joinees entering the field every year are unaware of the various statutory provisions and regulations that are to be complied with. An association takes up the responsibility to train the newcomers and ensures that the credibility of the sector is not effected. Particulars like, maintaining proper tax records, facilitating transparent business deals, dealing with any issues with advertising agency or client, maintaining proper documentation,are the aspects which I AM will look into and ensure decorum.

Ad Awards: The members point out that there are no awards exclusively for ad film sector in India to recognise the hard work and effort put by the team. Even Goa Fest which is known for ad-film awards does not cover the entire sector. Awards will honour every category of the sector, like the best cinematographer, the best makeup artist, even the best caterer. Since people are not aware of the team, working behind the ad films, I AM or ‘ Behh’ Awards will help the public to recognise and respect the people behind ad film making.

Workshops for Students: The association considers engagement with students to be very crucial. I AM plans to srrange seminars and workshops for the mass communication students, who will get the chance to meet the senior professionals of the advertisement industry which will be a great value as they share their rich experience. The association also proposes to hold an ad film contest called ‘ Chenda’ award, for the college students to be conducted in the memory of Mathew Paul.

Aspiring Models: There is a trend of advertising going local with the added benefit of cost effectiveness and casting directors now have regional coordinators all over country. The association plans to organise an event called ‘Diva’s Day Out’ exclusively for the models. There will be workshops on hair and makeup, session on creating portfolios, ramp sessions with the choreographers. A one day event which will see all the top professionals of the industry spending time with models.

The Beginning:

To put India in the global advertising scene, it is essential that we have an ad-film maker consortium that will cater to the need of international agencies and clients. In a time were people expect honesty and greater responsibility from the corporates and the government, I AM is a great initiative by the ad-film makers to initiate the first step in shaping a more inclusive and fair society through responsible advertisement.