AgTalk | Want to remain firmly rooted: Future East Film's Ashim Ahluwalia

Ashim Ahluwalia belongs to a new generation of Indian directors and his unconventional films blur the lines between documentary and fiction. Mumbai-born Ahluwalia studied film at Bard College in New York post which he went on to direct commercials at Arc Pictures NYC for iconic brands such as Givenchy and Absolut Vodka. On his return to Mumbai in 2000 he started directing commercials for a host of agencies and clients who were on the lookout for someone with a fresh and edgy visual style. His reputation grew quickly and he began directing commercials for major brands such as Toyota, Visa, Maruti Suzuki, Sony and Lakme while still in his mid 20s.

In 2005, he set up Future East, a boutique film production company that has created award-winning commercials for brands such as L’Oreal, Yamaha, Reliance, Toyota, Lakme, Sunsilk, Lux, Coca Cola, Wrigley’s, Tata Photon, LG and others. As a director-led company, Future East has always focused its energies on the creative aspects of TV commercial production rather than having a purely logistical outlook. This means more sensitive production support for the director, a closer relationship with key agency creatives and a more open, collaborative approach. The company represents top Indian & International directors and has been part of many of the industry’s most successful campaigns.

UK publishing house Phaidon named him as one of the world’s top emerging directors in their book “Take 100: The Future of Cinema.”

Adgully caught up with Ashim Ahluwalia, (Director/ Producer), Founder, Future East Film to know more about his successful venture, his best works till date, his amazing team and more Some excerpts: 

Adgully (AG): As per your understanding what shape has the advertising industry taken since the last few years?

Ashim Ahluwalia (AA): From the viewpoint of a production company, there have been huge changes. The introduction of international directors, large rosters of talented local directors and a much better relationship to the craft of filmmaking have resulted in a huge improvement in the overall quality of work. On the down side, budgets have been tighter and there is a lot more competition and yet generally, I think the films are better.

AG: As a commercials director you are appreciated for your fresh and edgy visual style by  agencies and clients and you have built up your reputation of directing commercials for major brands in the industry today. To what would you attribute your success?

AA: I think good work is made as much by what one says no to as what they say yes to. If you don’t do things of which you are not convinced of, it probably doesn’t help in the long run. I try and stick to making films I feel I can bring something special to and this has worked for me.

AG: Future East is your brainchild so please elaborate as to how your vision and team efforts have led Future East to be in the position it is in today.

AA: Future East is primarily a company for directors, whether International or Indian and yet we prefer to remain low-key and intimate. Our office is like a home so we can nurture talent and not just rack up shooting days. We have a very good eye for identifying directors and are able to attract some of the best from around the world, because we curate the kind of people we feel we can work with. It’s all about chemistry. 

Since I’m a filmmaker who enjoys working on a lot of different types of projects, from features to commercials, I also like engaging with directors who have a range of interests, not just commercials or features, but maybe also photography, music or visual art. This always adds some magic to the final work. Future East has always been, in its own quiet way, a very instinctive production house with an emphasis on quality, integrity and great filmmaking.

AG: You have had a long standing association with the advertising and commercial industry. What prompted you to venture into this production company?

AA: When I started out as a gun-for-hire director, I never felt that production companies really cared about directors. I would direct commercials and half the equipment I asked for wouldn’t show up. You would have to finish a two-day job in one shift. It was only about profit margins and rarely about filmmaking. I started to imagine my own company, one that would be very different - a creative home that would allow artists the opportunity to work freely.

Now when I see the care that even the youngest intern takes be it with casting, lighting, post-production or art direction it makes me very happy. We have an amazing team built on experience, passion, craft and determination.

AG: Since its inception in 2005, Future East has been responsible for some of the industry's most exciting, entertainment and branded content. Share some of your best works that have made you proud till date.

AA: As a company, we have done some exciting work recently. For e.g. last year’s entire L’Oreal campaign with Aishwarya, and now the new Toyota Fortuner film and the single-take Nivea Deo film with Arjun Rampal that are currently on air. Along with my partner and producer Priyanka Bangia we have started specializing in auto TVCs so we’ve been making terrific films for Toyota, Yamaha & TVS. I also have a fondness for my earlier jobs like the Tata Photon “Windows” commercial, Orbit White “cow” films and for work for Raymonds, Lux and Sony. We’ve done some fun digital/ interactive pieces for Axis Bank, Bacardi and brands like that. It’s tough to choose what I like best.

We’ve been working with international directors for over 8 years so we know this well. We recently shot with companies like UK-based Knucklehead, directors like Joe Roman, Andreas Link, Nick Piper and Andrew Becker as well made international work for Vaseline, Chevrolet and others. It’s been good.

AG:  Any challenges you faced in terms of expertise or skills while venturing into this industry? 

AA: Great talent tends to be attracted to a top-notch production house, but, for me, it’s even more important to have a working environment where people feel contented and are taken care of. We have a gang of people who are great to hang out with, are excited by visual ideas and about the film medium but are also very serious and daring when it comes to getting things done.

AG: Looking at the growth of the advertising industry what future trends do you see in this space?

AA: I think we have already started to think of moving images differently. It’s no longer cinema or TV. You have got to understand how a film plays on a desktop, and how that is different from a phone or tablet. We also have to think how twitter or facebook interacts with what people are watching or demanding. It is obvious - but the future is in this new form of interaction.

AG: Where do you see the company heading in the next 2 years? Please share with us future plans of the company.

AA: We are a company always looking to be inspired by things. Last year we started producing feature-films and our first project was the only official Indian entry in Cannes. We are the only Indian production company ever to make a sale to HBO Films. And yet, we want to remain firmly rooted here – developing younger directors, pushing the envelope when it comes to developing new forms of digital and interactive content.

Future East has always wanted to be an intimate company that is in service of fantastic work. We want to stand by that, whatever the medium.