Dhunji Wadia once the Head Honcho of Advertising, after hanging his boots decided to become the CEO of an Ad Film Production house – Handloom Picture Company founded by Ram Subramanian.
Recently Dhunji posted on his Face Book page his thoughts and his experience as the CEO of Handloom Picture Company.
Dhunji says, “how time flies! Just realised, I recently completed a year as CEO at Handloom Picture Company (HPC). It seems like only yesterday when I attended a talk on filmmaking by Ram Subramanian. His inspiring body of work, craft, life experiences and conviction made me consider working with HPC and that, in return, created the first-ever position of CEO in an ad film production house.”
We at MediaNews4u.com spoke to Dhunji and Ram Subramanian on their partnership.
When we asked Dhunji on this move, he said “I was looking for championing the kind of creative thinking that breaks myths, pushes envelopes, propels brands and drives business.Around that time, I attended a talk on filmmaking by Ram Subramanian. His inspiring body of work, craft,life experiences and conviction made me consider working with HPC and that, in return, created the first-ever position of CEO in an ad film production house.”
Within one year we’ve been able to create a body of 40+ films, with a pool of 3 directors, and having created the best work in my life, for brands like Amul, ABP News, Britannia, Enerzal, Aegon Life, Emami, Cargill Foods, etc
Dhunji has spent his working life on the other side of the table i.e. in an Advertising Agency, he retired as President Rediffussion Advertising. Dhunji joined the Rediffusion Y&R Group in 2010 heading Everest Communications. Prior to that he was heading the Mumbai Office at JWT. After the turnaround of Everest, one of India’s oldest agencies, he was given additional charge of Rediffusion in 2014. He has always been a brand custodian, so how did he feel about this role reversal. He says that I have switched sides, but the task remains the same – delivering value to the consumer by creating distinctive work for brand development and management.
Also as an advertising professional and brand custodian I have worked with many production houses and yes, this is the first for a production house hired a CEO
He talked about the way forward for Handloom Picture Company, presently Advertising is the core of our business and we express ourselves through films. Having said that we don’t know what we’ll get into next. We are taking one day at a time. Will keep you posted as we evolve our offering.
Ram Subramanian as founder of Handloom Picture Company, was started 6 years back and I am happy to say that the company has done path-breaking work right from inception.When we brainstormed we felt that we needed to expand and It’s no secret that advertising business is busy soul-searching at this point of time. It’s an interesting time actually. Production houses depend on Advertising agencies for business but ad agencies, today, are becoming production houses to survive. Where does that leave us small shops?
I also realised that advertising production houses are structured like film production houses and it felt a bit illogical. I wanted a business head who also understood strategy, creative and craft of advertising so I decided to get a CEO on board.
During our conversation we asked him how over the years how Brands have evolved and according to him earlier brands could not afford films as TV advertising was an expensive affair so brands that didn’t have money to make films ended up making print, posters or DMs.
Today, with digital playing such an important role in our world, every brand is communicating through films. Today many brands have broken the clutter and also disruptive.This year has been exceptionally good in terms of quality of work. We have done our best work so far. Some of the films are for brands like:
Enerzal, ABP News, Nature Fresh, Aegon Bro, etc., are films that broke the clutter we are quite proud of them as a team.