Largest Indian ad being shot in Sydney

Co-produced by Australia-based Anupam Sharmas films and casting temple and India-based tiger production, an arm of percept advertising limited, the advertisement for Bharati Telecommunications Ltd is the "biggest" ever and is being produced at an amount of A$ 800,000 another A$ 700,000 in post production and editing.

The one-and-half minute advertisemenmt is to be telecast in the subcontinent from Februarty 10 to May 10 and would be aired on Prime Time on all channels.

The advertisement, shot over four days, has 400 extras with 80 per cent Australians and 20 per cent Indians with model Sushma Reddy, who has modelled for Tanishq, Dabur, Lipton and Lakme, playing the female model in the ad.

“I have not worked on an advertisement of such a massive scale. Indian air time is so expensive that most multinationals use only 20 to 30 seconds, says Reddy, who is working on her own hair and skin care brand.

Jaggi Singh, a professional shot-put athlete hailing from Jalandhar, is one of the soccer players in the advertisement and had recently played the villain in a Hrithik Roshan film.

The advertisement has a global feel emphasising onpartnerships and alliances, growth and togetherness.

Says shailendra Singh, joint managing director of perceptadvertising, "we chose Sydney because it fills the infrastructure requirement. We wanted the commercial to look sporty, global, warm and friendly and australia has all these ingredients".

And, with australia turning to be the hotspot for Indianfilm and advertisement crews, it is a good time for locals playing as extras to make a quick buck.

With a$ 25 an hour for the eight-hour shift, it is great,says kush badhwar, a university student.

For 60-year-old elaine briers, who has all her lifeworked as a volunteer, "this is fun. I love India and the advertisement will be shown there, which is great".

The featured extras are paid up to a$ 600 to a$ 800 aday.

And, the aussies are also happy with the presence ofIndians.

"Indians are very enthusiastic about australia. Workingwith Indian crew is refreshing as they are far more relaxed and still everything seems to work. I specially like their sense of framing," says tina havelock stevens, assistant director of films and casting temple.