SAB ventures into Ad film production Flying Machine starring Arjun Kapoor.

Creative division of Sri Adhikari Brothers Katalyst Creates directs and produces the big budget ad film for the launch of the autumn winter collection of Flying Machine with brand ambassador 'Arjun Kapoor'.

The communication targets the fashionable new generation who is a style seeker. The creative thought behind the campaign is to engage fashion enthusiasts who are looking to make a 'swag' statement. The theme, colors, VFX & graphics in the ad film showcases that the young India is a 'on a trip of differentiation' and are always in 'need for change'.

Katalyst Creates is a specialized Creative Services arm of Sri Adhikari Brothers Group with expertise in VFX, motion graphics of film broadcast and digital, channel packaging, product windows, video content editing, logo animation, info graphics , animation and much more. Katalyst Creates, using the perfect mix of graphic animation and VFX has centralized the theme of this campaign with Arjun Kapoor on how the youth thinks today. This creative division of Sri Adhikari Brothers is set to expand its footprint in the advertising and media fraternity and Flying Machine’s Ad is just the first of many, having already bagged projects for full feature VFX, other network channel branding and packaging, branding and logo animation, etc.

Parthsarthi Iyer, Creative & Business Head at Kalayst Creates says “We were extremely excited right from the moment Lintas had approached us. The reason behind us getting this project was our prior works which includes another trippy music video project “OOPAR OOPAR”, which was created by us. We are thrilled to be a part of this project and launch this ad for Flying Machine which will showcase art that reflects preferences and traits of today’s youth. Katalyst Creates is all about creating communication that the youth TA relates to, hence for us to understand the campaign idea of Flying Machine –“to score over youth by saying hey- we are what you are…” was something that is in our DNA and that’s what we did and the final product that has been served shall be an eye candy to all the viewers.

Ravi Adhikari, Producer at Katalyst Creates says “Branded music videos have become a new trend to connect with the youth. So while making this commercial we were clear that not only must it look differentiated but must set a benchmark that will be hard to match. Keeping in mind the brand communication,  the concept that we presented, set us up for this challenging yet a fun task. We are proud that product which has shaped up not only super serves the client’s brief but sets a new benchmark in itself.  For us there’s a constant drive to serve our youth the content they want which was also brilliantly reflected in our film, Pyaar Ka Punchnama 2. It was indeed a great experience working with another brand that connects with the youth as well”.

Kishore Mohandas, Creative Director at Lintas says “The theme for the season's campaign was co-creation so we partnered with people with different talents to bring it alive. We approached Katalyst Creates as we had really liked the work done on “Oopar Oopar” a music video created by them and the style and manner in which it was done, excited us. Through the ideation process a lot of great thoughts were presented. But when we saw the final output it blew our mind away. It was not only what was required or the video but was also totally radical. At Katalyst Creates the team is truly professional, dedicated and very talented. I think the people who worked on this video did exactly what the lyrics said, tripping high”.

Manav Dhanda –Group CEO says “What we are experiencing today is the new age Sri Adhikari Brothers group full of exuberance and youthfulness. The team has already made Mastiii the homepage and a huge leader in the youth TV segment. Even our film Pyaar Ka Punchnama 2 is a roaring success with the youth. This commercial for Flying Machine is yet another feather in our hat. Brilliance lies in the fact that all this is being achieved with existing captive in-house resources driven by an entrepreneurial go getter mindset. The fact that we already have bagged big budget ad films, movie trailer campaigns, VFX for full length feature films, logo and channel packaging for outside network channels gives me immense pride that within this company lies a team that is set to make a mark in the industry .”

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