Bollywood mavericks go eyeball to eyeball with Adland’s whizkid filmmakers over who’s hotter on TVC turf!

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“Today, when the big stars have turned into big brands, this rationale pretty much endures. Obviously, Aamir would be more at ease working with Ashu and Sharukh with Aziz than some unknown and unfamiliar ad film directors.” Two other things, Benegal says, have also driven this phenomenon. One, the condescension levels that the film industry traditionally harboured towards the ad-film frat (secondclass citizens!) has totally disappeared due to ad-lands morphing into a cool, sophisticated, technosavvy, hot n’ happening profession. Two, ad films spell mega-bucks! “I am sure the stars today make more money on endorsements than on the pay cheques from movies… and this goes for the cross-over directors too. As for the ads, the agency is there to monitor it. No issue. After all, it’s the age of specialisation, remember?”

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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