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Indian ad-land’s tryst with Cannes is relatively new. A few Indian agencies did feature during the 1990s, but couldn’t make it big. The turning point came in 2003, when India bagged six lions. Good news is that for the last couple of years, India has been bringing home more than 20 metals from Cannes annually. The bad news (well, sort of!), say Neha Saraiya & Surbhi Chawla, is that winning a Cannes metal is now no more a career defining moment. Doing great work for big brands is the only career clincher that matters, at least in the cat-eat-cat world of Indian advertising!
Before they started Good Morning Films in 2004, Vikram Kalra (38) & Shashanka Chaturvedi (35) had tried their hand at a host of things, among them working for various agencies and ad film production shops. It was while working on a film for Hutch once (then with Adfilm-Valas) that the duo decided to go in alone. They cobbled together Rs.25,000 and launched their own film production house, bringing in Hutch as their first account. Their client list grew gradually to include Vodafone (Irfan Khan series), Limca and RCOM’s Muft ki Advice commercial. But even then, Kalra reminisces, “Good Morning Films had still not become a name to reckon within the industry.”
The year 2009 however came with its unique bag of goodies for them or what Vikram and Shashanka refer to as their “career defining moment.” The goodie bag brought with it two Gold Lions for them from the prestigious Cannes advertising festival for their ‘A day in the life of Chennai – Nakka Mukka’ commercial for The Times of India. The campaign, which won accolades for media & publication category along with the best use of music category, is the first Indian ad film ever to bring home a Gold at Cannes. Vikram can’t stop grinning, as with the trophy has come, instant fame and recognition. “Lot of friends are still dropping in to congratulate us. Accolades at Cannes have added value to our work and people take us more seriously,” he explains. Work is also pouring in. Post-Cannes, their film production outfit has also bagged some prestigious accounts, including that of Sony and Samsung. In fact, they’ve even got an offer from JWT China and negotiations are in final stages. So if Vikram & Shashank’s expectations, after the win at Cannes, are touching the skies, guess they have ample reason for it. Still gushing, Vikram exuberates, “Our next stop is Bollywood. We want to produce and direct a movie and are already scouting for the right script.”
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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