Ad film-maker Sabal Shiekhawat has learnt how to fit the complete picture in a 40-second framework, says Beatrice Gibson
Byt given the plurality of the Indian market, making an ad accessible is no easy task. "In America, ads for the American person may be lower or higher than their economic reach, but they are easily understood. Here, some people are Westernised and some more Indianised, with numerous subsections in the latter category itself. But things are changing and people are becoming more aware of a base standard, and also seeing ads more as entertainment."
Faced with such a criterion, albeit partly self-imposed, Sabal recently branched out into the realm of music videos, working on Shaan’s song `Tanha Dil‘. "This was largely to see what it meant, this thing about having freedom of thought and expression. It wasn’t about money." In fact, Sabal didn’t get much out of it, "There’s too much time spent on a music video, budgets are not big at all and you lose out on a lot of commercial work, which is sometimes more fun. The scope for creativity really depends on what you’re trying to do. I think essentially, the meaning of a music video is seeing the band on camera. I get completely lost when people start trying to tell a story and make it very heavy and very pretentious." And films? Might he explore that medium? "I really don’t know, I feel no connection to the Indian film industry at all. As for documentaries, I prefer to entertain, it doesn’t have to be funny, but I wouldn’t really want to tell the truth exactly the way it is. If you have a socialmessage, it’s better disguised or supplemented by a story." And that’s what Sabal likes to do: Tell a good story. In 40 seconds.