That is what I love doing the most. As a creative writer, nothing compares to the experience of seeing your script come alive on the screen. Every time I watch my TVCs, I get a high. I have always believed that to grow big in Indian advertising industry, you either need videshi awards or desi TVCs. And while videshi awards take you higher faster, I reckon desi TVCs makes your career more sustainable. After all, desi TVCs cut across classes and appeal to one and all. And TV being a mass media, that’s a purpose well solved. Besides, good commercials always retain the local flavours.
While on TVCs, they are much sought after by writers. Creative heads and creative directors are known to reserve the rights to do them.
Though I have not been fortunate enough to have many TVCs executed, I have written lots of them including the 10 odd which have seen light camera action. Based on my experience as a writer and an audience, here is my two bits about how to write them to appeal your audience.
- Retain your irreverence. Just because one places a huge premium on them, don’t become all serious and lose your irreverence.
- Like in all forms of ads only one aspect is enough to make it memorable. Great music or great dialogues or great casting or great strategy or great acting and so on. If your manage to make everything great, great, but it should not look like too many things happening at the same time.
- India has a very oral culture. Don’t we still remember the dialogues of our favourite movies by heart? Real or crafted to tickle the funny bone, they should be very convincing.
- The greatest insight is, we all love a good story. So tell a story.
- Build up-reveal-surprise is a great formula, but it is not sacrosanct or practical all the time.
- Be a good observer. It comes in very handy.
- Travel beyond the metros. Know the real India. Small towners often tell a better story.
- Don’t be in awe of global hits. Not all of them make sense in India.
While on TVCs, they are much sought after by writers. Creative heads and creative directors are known to reserve the rights to do them.
Though I have not been fortunate enough to have many TVCs executed, I have written lots of them including the 10 odd which have seen light camera action. Based on my experience as a writer and an audience, here is my two bits about how to write them to appeal your audience.
- Retain your irreverence. Just because one places a huge premium on them, don’t become all serious and lose your irreverence.
- Like in all forms of ads only one aspect is enough to make it memorable. Great music or great dialogues or great casting or great strategy or great acting and so on. If your manage to make everything great, great, but it should not look like too many things happening at the same time.
- India has a very oral culture. Don’t we still remember the dialogues of our favourite movies by heart? Real or crafted to tickle the funny bone, they should be very convincing.
- The greatest insight is, we all love a good story. So tell a story.
- Build up-reveal-surprise is a great formula, but it is not sacrosanct or practical all the time.
- Be a good observer. It comes in very handy.
- Travel beyond the metros. Know the real India. Small towners often tell a better story.
- Don’t be in awe of global hits. Not all of them make sense in India.
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