In the pre-satellite television era, we had the documentary style of advertising. How do you think advertising and filming techniques have evolved over the years?
A. According to me, things changed drastically after Hindi or rather Hinglish took over as the main language in advertising. Lots of people came in and made quite a few changes, but I think the true renaissance in ad filming was brought in by Piyush Pandey. We dont use the words, contrary to popular belief any more. Now, we use day-to-day words such as hungama, dhamaka and come on, yaar. This was inconceivable a couple of years ago. As the language changed, points of view changed and, consequently, thought processes changed. The documentary style of advertising, the we-have-to-make-people-understand route is pass and clichd. Now, everything is based on ideas. Look at the Fevi Kwik fishing rod commercial. The idea alone was so powerful. Documentary has now given way to ideation.
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