Economic Times -

This newest TVC for Economic Times, has been made for their 'Power of Ideas' Campaign, in collaboration with the 'Centre for Innovation Incubation and Entrepreneurship' of IIM Ahmedabad and the Department of Science and Technology, Govt. of India. The TVC encourages television viewers to send in their business ideas to 'The Economic Times'. Of all these ideas, one will be picked, which will then be helped along by resources organized by the Economic Times, IIM and the Govt. of India.

The film has been directed by Razneesh Ghai (Razy).

The idea of the film was simple, yet abstract. On one hand we had the voice over, rigid and firm - asserting the power of one man's idea, and the virtue of resolve that a person can have. The film is a montage of several people speaking to the viewer on that same topic, but their intentions and resolve are expressed through imagery oscillating between the literal and the outright abstract.

Images range across a welder in his workshop to a woman holding a box, intermingled with her inside the box - expressing devotion to one's own ideas. On another facet, is a visual of a man looking into a mirror, suffocated and tired of rejection, his withheld rage and resolve to overcome obstacles - expressed by using the Japanese Kabuki Form of make-up.

Casting for this ad was especially difficult, as the team wasn't looking for typical advertising faces. All in all, many friends and non-actors were called in, to find people that could exactly fit the role in terms of look. Many of the characters in the TVC are faces that have never been seen before.




Director: Razneesh Ghai

DoP: Kaka Tong
Art Direction: Anita & Donald