MUMBAI: After telling stories on celluloid by way of 2-3 hour-long larger than life feature films, producer Karan Johar is now looking at retelling stories in 20-30 seconds by way of commercials.
Johar’s Dharma Productions has entered into ad film making through a separate in-house pision Dharma 2.0, headed by young director Punit Malhotra (‘I Hate Love Stories’ fame). Malhotra told ET that he had this idea of getting into ad films and provide complete creative solutions to clients.
“When I persistently presented the idea to Karan, he finally gave in and allowed us to launch Dharma 2.0. He asked me to ensure the quality of brand Dharma,” he said.
The pision has alredy got Aadar Poonawala and Mukesh Ambani’s Reliance Jio as initial clients. “We have already shot campaigns for Poonawala’s Clean Initiative, Reliance Lyf ’s TVC with Priyanka Chopra and the latest Reliance Jio advertisement with Shahrukh Khan.
“The idea of Dharma 2.0 is of creating a boutique production house for advertisements, digital and music videos. At present, we are looking at getting the right clients on board. We have 9 directors working with us with expertise in various genres. We tell clients, you pick a genre, we will give you the right director,” Malhotra added.
Going ahead, in a bid to provide end-to-end creative solutions, Dharma 2.0 will look to offer services including scripting, cast selection, shoot location, shooting, as well as post production.
“When we started talking about this, a few clients were apprehensive if we will be able to tell a story in 30 seconds. We have proved that we can,” Malhotra said. “We are very happy with the queries we are getting now.”
On the cost of services, Malhotra said that Dharma 2.0 is very competitive. “Because we have the whole infrastructure in place, we can offer better quality at much lesser price. Our aim is to make good ad films,” he said.
This is not the first time for a creative studio to get into advertising. Yash Raj Films has created ads for Ching’s Secret, ‘Ranveer Ching Returns’ and ‘My Name is Ranveer Ching’.
launched Katalyst Creates, while TV production company Shashi Sumeet Group also ventured into the TV commercials and corporate film making business with separate arm Shashi Sumeet Innovations.