The scope of brand commercials has increased in the new normal: Hemant Bhandari

The pandemic and lockdown conditions couldn’t slow down Chrome Pictures, with the production house producing over 40 ad films during the challenging period.

Chrome Pictures was established in the year 2004. After being a part of TV commercial production for the last 15 years, Chrome Pictures recently widened its scope to foray into feature films, web content, music videos and digital films. They have produced over 4,000-plus ad films, and their work have been rewarded with awards like Cannes, Spikes, London International Festival, AdFest, Abby’s and others.

In conversation with Adgully, Hemant Bhandari, Director, Producer and co-founder Chrome Pictures, speaks at length about the challenges of keeping the production schedule live during the lockdown, shooting amid the strict COVID-19 SOPs, getting back to a semblance of normalcy, the changing preferences of the audiences and more.

You have shot numerous ad films amidst the lockdown, what were the challenges that you faced during shooting the ad films? What was your experience like while shooting after so long?

The main challenge was shooting under given budgets that we had never heard of and cracking the idea of doing it while being at home. Within the given budgets, we at Chrome Pictures wanted to continue delivering quality work while ensuring the safety of all the team members. Initially it was difficult, considering the team was new to virtual shoots, but the eagerness and enthusiasm of the crew to work during the lockdown made it more interesting.  We anticipated things would be easier while communicating to the actors, DOP and to other crew, but it was the most difficult task due to network issues and logistics. The difference was that virtual shoots took an extra day compared to normal shoots.

The overall experience was great as it was something we had never done before. I still shoot while being at home, but I am loving it and how! It was great to be back shooting because that’s where I get my kick from. I am looking forward to more challenges. To say it, we have adapted ourselves to the new normal now!

What has the response been like for the campaigns shot amid the COVID restrictions?

The client and agency responses have been great so far. I am grateful that the audiences have also appreciated our films. Films for brands like Google – ‘Google search pe shopping’, KitKat – ‘Break toh banta hai’, OPPO – ‘Be the light to spread the light’, EbixCash, Lifebouy, Facebook- More together are the most talked about films done by Chrome Pictures.

What changes have you noticed in the new normal in terms of viewership and demands?

Due to COVID-19, I feel the only mode of entertainment for the viewers is TV or the digital platforms. So, the viewership for any kind of stories, big or small, has increased manifold. The scope of commercials has increased, which has worked in a positive way for the brands as more and more messages are being sent out to the viewers. We need to keep our stories more engaging, break the old barriers and challenge ourselves to feed the audiences’ demand.

How has the current scenario pushed brands to re-strategise creative thinking leading to a new era of marketing technology? Do you think that there is a need for new-age marketers to prioritise innovation in the post-COVID world?

I feel the traditional ways of communicating has not changed. Viewers still like to see their favourite brands being endorsed by their favourite hero on television. Yes, what has changed is consumer behaviour which has forced the brands to think creatively leading to new era of marketing technology. It’s very important to be real, authentic and not fake since we are living in the era of social media, where the consumers’ buying decision is influenced.

Also, my personal observation is that due to the pandemic, most of the marketers and business houses need to emphasise more on educating the world about eco-friendly, recycled products whilst keeping intact their brand message via their commercials. It’s the need of the hour to be innovative. Wherever possible, the brands need to bring in the change. It’s a huge responsibility that we need to undertake to help educate the consumers. There’s a major make shift in consumer goods due to the pandemic. People have started buying goods that would be less harmful to the nature.

I mostly use eco-friendly products, including detergents, chocolates, handwash, etc. They are eco-friendly not only in terms of usage, but also in terms of packaging. Brands need to very soon adapt to show that they really care. Somewhere we as humans have realised that if we do not change ourselves, we would be facing these kinds of consequences again and again.

How was your experience working with less crew members? What changes or difficulties did you face?

The experience was very challenging and new, since we are always used to the hustle and bustle on the sets. Initially it was bit difficult to manage shoots with added responsibilities on each crew member. But now we are back working with full-fledged teams while taking necessary safety precautions. We have also ensured that no one loses their job.