AI should complement, not overshadow human touch of storytelling: Hemant Bhandari

The Indian advertising and filmmaking industry is experiencing a dynamic transformation, fueled by technological advancements, the rise of digital content, and the ever-evolving preferences of a diverse audience. With the proliferation of OTT platforms and digital media, creators and production houses face both opportunities and challenges in delivering content that resonates across different demographics and cultures. The emphasis on authenticity, emotional connection, and innovative storytelling has become paramount as brands seek to engage viewers in meaningful ways. Amidst this landscape, companies like Chrome Pictures have carved a niche by consistently producing high-quality, impactful content that aligns with both client expectations and creative vision.

In an exclusive interview with Adgully, Hemant Bhandari, Director, Producer, Co-founder, Chrome Pictures, delves into the company’s notable achievements and the strategies that underpin its success. Reflecting on a bustling fiscal year 2023-24, Bhandari highlights significant financial milestones, creative ventures, and market expansions that marked this period. He also offers a sneak peek into upcoming projects, shares insights into his creative process, and discusses how advancements in technology like AI and VR are shaping his approach to directing. Additionally, Bhandari addresses the challenges in the Indian advertising industry, the importance of fostering authentic performances from non-actors, and Chrome Pictures’ strategies to stay ahead in an increasingly competitive market.

How did Chrome Pictures perform business-wise in the fiscal year 2023-24? Could you discuss any significant financial milestones, new business ventures, or market expansions that took place during this period?

Reflecting on 2023-24, it was undeniably a standout period for us, both creatively and financially. With numerous TV commercials under our belt, Minikin DGWorks our digital wing has also created some outstanding work. Along with that, we had two big releases with the production of Aleya’s Trial Period, and Amit’s Maidaan, the year was marked by a flurry of activity and the creation of compelling content. It was indeed a bustling year filled with accomplishments, and financially, it brought us considerable satisfaction.

Could you share insights into your creative process when conceptualizing a TV commercial? How do you balance client expectations with your artistic vision?

As a director, my philosophy revolves around fostering a collaborative environment where creativity thrives. I believe in meticulously aligning with both the creative team and the brand to ensure a unified vision. Before even stepping into the Pre-Production Meeting (PPM), I make it a point to thoroughly dissect the brief, engaging in extensive discussions to ensure that everyone understands the nuances and expectations surrounding the film’s tonality. Every brand and script carries its own distinct voice, a language I prefer to preserve and amplify throughout the production process.

Take, for instance, my recent work with Quaker. In capturing the essence of their message, authenticity was paramount. We ventured into a village setting, carefully selecting actors who resonated with the script. Our aim was not only to craft a visually captivating piece but also to combine it with positivity and upliftment. It was imperative to depict India without glossing over its complexities, a balance we achieved by steering clear of negative portrayals as per the brand’s directive. Throughout my journey as a director, I’ve learned to trust my instincts to guide the team towards fulfilling the film’s ultimate objectives. It’s this delicate interplay that truly leads to impactful and resonant storytelling.

How have advancements in technology, such as AI and VR, influenced your approach to directing commercials and films? Could you provide examples of how you've integrated these technologies into your work?

I believe that emotions lie at the heart of every human experience, and no amount of technological advancement can replicate the depth and authenticity of human emotion. While AI and VR undoubtedly offer powerful capabilities to augment visuals and messages, they currently lack the innate human touch that resonates with audiences on a profound level. In my practice, I acknowledge the potential of AI and VR as valuable tools, particularly to aid storyboarding and accessing sounds not readily available locally and on other minor levels. However, I approach its use with a discerning eye, recognizing that AI’s role should complement rather than overshadow the human touch of storytelling. While I have integrated AI into a select few projects to storyboard and enhance sound, I remain steadfast in my belief that the essence of filmmaking lies in capturing the raw, unfiltered emotions and narratives that define the human experience. Thus, while technology can undoubtedly serve as a valuable asset in our creative toolkit, it is the human connection and intuition that ultimately breathe life into our films.

What are some of the biggest challenges you face in the Indian advertising industry today, and how do you navigate them to maintain Chrome Pictures’ top-tier status?

I view the influx of new talent and emerging production houses as a welcome challenge, one that energizes and enriches our industry. Embracing fresh perspectives and innovative approaches not only fosters a dynamic creative landscape, but also ensures continued growth and relevance. Rather than viewing this influx as a hurdle to navigate, I see it as an opportunity to reaffirm our commitment to excellence. At the core of our philosophy is the unwavering belief that the quality of our work should always take precedence. We prioritize delivering projects that not only meet but exceed expectations, allowing our work to resonate on its own merit.

While marketing and promotions undoubtedly play a role in amplifying reach, we foster the belief that the true impact of a project lies in the high quality and efforts we add to in our work. Ultimately, our focus remains on maintaining the highest standards and producing content that we are genuinely passionate about. By staying true to our vision and delivering exceptional work that resonates with both our audience and clients, we continue to carve our path forward in this ever-evolving landscape.

How do you manage to extract authentic performances from celebrities who might not be professional actors?

Working with non-actors has been a gratifying and enriching experience. I really enjoy working on projects with non-actors, be it Quaker, Samco, or EbixCash. Their innate authenticity and raw reactions infuse a unique quality in our films that resonates deeply with audiences. When directing non-actors, it’s of utmost importance to nurture a comfortable environment ensuring that the actors are at ease to enable them to fully be present and deliver genuine performances. Moreover, according to the scene requirement, I curate a setting that allows the actors to easily transition to their roles. Whether it’s crafting an atmosphere of emotional depth or fostering a light-hearted ambiance for comedic sequences, these tailored environments serve as catalysts for evoking authentic performances from non-actors.

The beauty of working with non-actors lies in capturing their unfiltered reactions, body language, and facial expressions, which adds a quirky sense of realism to our films. It is a subtle yet powerful technique that allows us to showcase their innate talent and bring forth performances that feel truly genuine and compelling to viewers.

How do you ensure to bring imagination into reality with diverse audiences across different demographics and cultures?

My journey, from childhood to the present, has been an exploration of human emotions. Through life’s experiences, I’ve come to appreciate the fundamental simplicity and universality of human emotions. Whether it’s the warmth of connection, the joy of laughter, or the resonance of nostalgia, these emotions form the cornerstone of our shared experiences. In my approach to filmmaking, I like to maintain a deep sense of authenticity and simplicity in portraying emotions. Irrespective of the varying intensities from script to script, an understanding of the nuances of human emotion allows me to ensure a sense of relatability for the audience.

Could you elaborate on how you develop and refine your storytelling techniques to ensure they connect with audiences on a profound level?

In my practice of filmmaking, I leave no stone unturned in enhancing every facet of the production process, whether it's related to location scouting, art direction, casting, or costume design. Each element contributes to the overall visual impact on screen, and thus, attention to detail is paramount. Casting holds particular significance in my projects, as I firmly believe that the right actors breathe life into our narratives and elevate them to new heights. Furthermore, I place great emphasis on collaboration, surrounding myself with a team of skilled professionals who share my passion and dedication to the craft.

From the director of photography to the costume stylist, each member of the crew plays a pivotal role in translating my vision into reality. I seek out individuals who not only possess technical expertise but also possess the ability to understand and enrich the creative vision of the project. I collaborate with individuals who bring fresh perspectives and innovative ideas to the table, particularly young talent. Their energy, creativity, and enthusiasm inject new life into our projects, fostering a dynamic and collaborative environment where every voice is valued and heard.

Ultimately, my approach to filmmaking is rooted in the belief that the right team, composed of individuals who are not only highly skilled but also deeply passionate about their craft, is essential for bringing our collective vision to life.

With the rise of digital content and OTT platforms, how do you see the landscape of advertising and filmmaking evolving in the next five years? What strategies is Chrome Pictures adopting to stay ahead?

The increasing advertising landscape in India indeed presents a mountain of opportunities for creators and production houses alike. As the demand for products and services continues to grow, there’s a sense of excitement surrounding the multitude of content opportunities that lie ahead. At Chrome Pictures, we pride ourselves on being a versatile and dynamic entity, catering to the diverse needs of our clients and audiences. Our commitment to excellence is reflected in our unwavering dedication to producing impactful projects and films that resonate with viewers on a profound level. With a team of skilled directors, we continuously strive to push the boundaries of creativity and deliver films of the highest caliber.

Our foray into feature films and OTT platforms underscores our commitment to exploring new avenues and reaching audiences across various mediums. Our digital wing, Minikin DGWorks, is also at the forefront of innovation, spearheading groundbreaking projects that captivate audiences in new and exciting ways. While we may not view ourselves as being in a race to outpace the competition, we are steadfast in our pursuit of creating exceptional content that sets new standards within the industry. With a blend of passion, energy, and innovation, we remain committed to staying ahead of the curve and delivering content that resonates deeply with our audience, both now and in the future.

Having produced and directed over 5,000 ads, how do you ensure that each project maintains a high standard of quality without compromising on creativity?

In my experience, collaboration between the creative team and the brand is important. Each project possesses its distinct essence, and I always aim to capture its soul authentically. Upholding rigorous standards is non-negotiable. I like to produce work that not only meets, but exceeds expectations, work that I can genuinely take pride in sharing. Navigating brands toward our vision can present challenges, yet we consistently strive for solutions that benefit both the brand and the narrative. Take, for instance, the Quaker project; initially met with reservations, we meticulously crafted a narrative that celebrated the vibrancy of village life, ultimately delivering a portrayal that was both heartfelt and uplifting. Thorough discourse and unwavering dedication are the base of every successful project.

Could you give us a sneak peek into any upcoming projects or initiatives you’re excited about?

Taking a break is essential, and I’m really looking forward to my upcoming vacation. It’s been too long since I’ve had a chance to unwind, and I’m particularly excited to spend this time working on writing my feature film. It’s a project I’ve been eagerly awaiting to delve into, and I’m gearing up for the journey ahead. While production may commence next year, the prospect of seeing the vision materialize is incredibly motivating.