Established in 2011, Crazy Few Films is an advertising and film production house founded by Urfi Kazmi and Viraj Gawas. Over the past decade, the company has crafted film campaigns in collaboration with ad agencies and brands.
The portfolio boasts collaborations with Incredible India, Samsung Cares, Tanishq, Coca-Cola, Vivo, Apple, Oppo, Maruti Suzuki, Skoda, Google, and many more.
A deep-rooted commitment to creative storytelling has led to long-standing partnerships with directors. It said that it has worked with some of the biggest names in entertainment, including Aamir Khan, Ranbir Kapoor, Deepika Padukone, Ranveer Singh, Anil Kapoor, Virat Kohli, Salman Khan, Anushka Sharma, and Sara Ali Khan. Our work has received prestigious accolades at platforms such as Spikes Asia, One Show, AdFest, the Abbys, and Effies.
Expanding into Long-Format Storytelling
In 2021, Crazy Few Films ventured into feature films, producing ‘Jhimma’, a Marathi-language independent film directed by Hemant Dhome, which won Best Film at Filmfare 2022. This was followed by Sunny, also helmed by Dhome.
It co-produced ‘Jhimma 2’ alongside Chalchitra Mandalee, Aanand L. Rai, and JIO Studios.
As the company moves forward, it is actively developing multiple projects in the long-format space, staying committed to pushing creative boundaries and delivering impactful narratives.
Medianews4u.com caught up with Viraj Gawas co-founder, producer, Crazy Few Films
Q. The economy is in a difficult situation. Inflation is high, salary hikes are low, and consumer sentiment is down. In this environment, are clients reluctant to loosen the purse strings for ads?
Yes, the economic landscape has undoubtedly impacted advertising budgets. Since late 2023 and throughout 2024, we’ve seen a significant shift. The rising costs of production have coincided with reduced client budgets, and brands now expect the same quality of work for less.
This trend is driven by tighter purse strings and the need to stretch budgets across traditional, digital, and social media platforms. The result is a challenging environment where clients are cautious about spending. We navigate this by finding creative and efficient solutions to deliver high-quality work despite constraints
Q. Have deadlines shrunk for shooting ad films?
Absolutely. Advertising has always functioned on tight timelines, but deadlines have become even more compressed. In the past, we had a month or so to prepare and execute; now, projects often require delivery in a matter of days.
The shift from film to digital has enabled faster turnarounds, but quality can sometimes be compromised. We recognise the need for speed, but we’re committed to maintaining high standards despite tighter schedules.
Q. Could you talk about work recently done by Crazy Few Films that stands out?
One of the standout projects from last year was the ‘Will of Change’ campaign for Sunfeast Mom’s Magic. The campaign, featuring Shefali Shah, challenged the age-old notion of “ladkiyan paraya dhan hoti hai,” advocating for equal inheritance rights for daughters.
The brand’s initiative allowed mothers to pledge support for equal rights by scanning the pack and signing the Will of Change. This campaign struck a chord and sparked conversations about social change, making it a project we are immensely proud of.
Q. How is Crazy Few Films leveraging AI? Is it allowing for faster turnaround times?
We’re in the early stages of integrating AI into our workflow, focusing on areas like referencing, pre-visualisation, and storyboarding. AI is also being explored for post-production tasks, including visual effects and background generation.
While we’re still fine-tuning the process, we believe that AI holds immense potential to streamline our creative process and enhance efficiency.
Q. How do you go from concept to execution? What’s your typical creative process?
Our creative process starts with receiving a script from the agency. We pitch on the project with a treatment note and budget. Once approved, we enter pre-production, where we refine the visual treatment, plan technical aspects, and align all departments.
We then have a detailed pre-production meeting with the agency and client before moving into the shoot phase. Post-production involves editing, music, colour grading, and final touches before delivery.
Q. Is it sometimes a challenge to understand local cultural sensibilities, especially in regional campaigns?
Understanding cultural nuances can be challenging, but thorough research and collaboration with local experts make it manageable. We’ve shot campaigns across India and abroad, including a Pepsodent film in Cape Town with talent from Ghana, Bangladesh, and Vietnam.
Our work for brands like Maruti Suzuki and Tanishq is deeply rooted in cultural specificity, ensuring authenticity and resonance.
Q. Has Crazy Few Films done a lot of work on long commercials of a few minutes each and then different cuts are created depending on the platform?
Yes, we frequently create long-form commercials ranging from two to three minutes, which are then adapted for various platforms, ensuring consistent messaging while catering to platform-specific needs.
Q. Has Crazy Few Films done work that will premiere during the IPL? What tactics have been used to stand out in a cluttered ad environment?
We’ve consistently done work for IPL through the years, including campaigns for Groww, My11 Circle, and most recently for Kingfisher.
The Kingfisher IPL campaign, featuring iconic cricketers and fresh musical tracks, leverages nostalgia by bringing back the iconic ‘ooh la la’ tune in a snazzy rendition, creating strong recall value.
Q. Is humour a theme that clients increasingly want to bring in relatability?
Humour remains a timeless tool for relatability. While trends shift, the power of humour in building connections and brand recall remains constant.
Q. Is the outcome becoming stereotypical and clichéd a challenge for the ad film industry? How does one tackle this?
Yes, avoiding clichés is a constant challenge. We strive to elevate scripts and offer unique, impactful perspectives, ensuring each project feels fresh and valuable.
