Saif Ali Khan roars in a spectacular TVC directed by Anmol Karnik

In the launch TVC for Royal Ranthambore, produced by Morfeus Films, advertising reaches new heights of sophistication as Saif Ali Khan shares the screen with a majestic tiger. 

The TVC draws a powerful parallel between Saif's dynamic persona and the tiger's timeless valour, culminating in a moment of calm as Saif enjoys a glass of Royal Ranthambore, embodying luxury and distinction.

Anmol Karnik, celebrity ad film director, Partner and Panel Director at Morfeus Films, discusses conceptualizing, writing, and directing this large-scale production. He shares insights into the creative process and his collaboration with Saif Ali Khan, the client team at Radico Khaitan, and the agency team at Hakuhodo.

How did this ad film come to life?

We had already built a relationship with Radico Khaitan through a series of ad films for Magic Moments featuring Sunny Singh. So, when we heard they were planning to have Saif as the brand ambassador for Royal Ranthambore, we knew right away that we wanted to pitch concepts for the TVC.

Saptarishi Sengupta and the team at Hakuhodo did a remarkable job in shaping a strong brand identity that truly stands apart. Their collaboration and support added immense value to the process of creating the TVC, and they were key partners in helping us bring the vision to life.

Radico Khaitan, as many know, has a legacy of producing iconic advertisements—most notably the unforgettable 8PM ad with Kamal Chopra and Manoj Pahwa.

We knew we had to match that level of excellence, and I’m incredibly grateful to the team at Radico—Nikhil Saluja, Pradipta Basu, and especially the COO of Radico Khaitan, Mr. Amar Sinha. His trust, vision, support, and guidance truly elevated the project to another level. He’s one of the finest people I’ve had the pleasure of working with and an absolutely amazing collaborator.

The concept of the ad goes back and forth between Saif and a tiger. Can you tell us more about that?

The idea was to draw a parallel between Saif Ali Khan, one of the finest in the film industry, and a tiger, the finest in the jungle. This, in turn, represents Royal Ranthambore as being India’s finest yet. These three elements became the foundation for the script of the Royal Ranthambore TVC.

I found it interesting to juxtapose Saif in different situations—like training at the gym or being photographed by fans—and contrast that with a tiger sharpening its claws or being photographed by wildlife safari tourists. Or Saif delivering his best performance in front of the camera, while the tiger showcases its prowess by hunting its prey.

Ultimately, after all the training and showing the "finest" in action, it culminates with Saif enjoying a glass of Royal Ranthambore, positioned as India’s finest yet.

This was a large-scale production. Can you tell us what it took to pull off?

First off, my partner at Morfeus Films, Jugal Sughand, knows exactly how to execute a large-scale production. My main focus was making sure the vision stayed true and ensuring the entire crew was aligned and working towards the same goal.

I have a simple mantra: “exceed the brief” and always believe that what we pitch to the agency and client through storyboards, references, and other materials must not just meet expectations but go beyond. I make sure to live up to that on every project I work on, and this one was no different.

On the production side, we had the amazing DOP Vikas Sivaraman, who I first met about 10 years ago when I was editing an ad he shot—he’s a genius. Then there’s Durgaprasad Mahapatra, our incredibly talented production designer, who’s a true maestro when it comes to set design and construction. Both of them were absolute pillars during the shoot and completely took the visuals to the next level.

Post-production was handled by Picture Post Studios and Bombay Live, with the tiger animation and shots being done internationally. All in all, it was a massive team effort, and I couldn’t have asked for a better crew to bring this vision to life.

You mentioned the tiger CGI (Computer Graphics Imagery). We haven’t seen a tiger look this realistic in an Indian ad before. What’s the secret behind it?

It’s all thanks to our brilliant CGI supervisors, Dalbir Bhurji and Arushi Govil Kaur. They were the ones who ensured every detail of the tiger and its environment felt lifelike. Plus, through their expertise, we got the chance to collaborate with some amazing VFX teams from Toronto and Vancouver, and they’re phenomenal at what they do.

I also have to give credit to my partner, Jugal Sughand. He was convinced from the start that we could pull off this level of CGI and do it well, even within a specific budget and timeframe. His belief in the project really pushed us to achieve something this special.

What was it like working with a superstar like Saif Ali Khan?

It’s kind of surreal, to be honest! I first saw Saif perform in front of the camera during an ad film shoot when I was just 15 years old, while interning with the legendary ad filmmaker Robert John Pinto (Johnny Pinto). Watching Saif work back then was a huge inspiration for me, so directing him now, almost 20 years later, feels like a full-circle moment.

Saif is an absolute pleasure to work with. He’s not just a superstar; he’s incredibly professional and brings such a positive energy to the set. He’s deeply engaged in every moment, always ready to collaborate and explore ideas.

It was a fantastic experience, and I’m looking forward to working with him again.

What’s next in the pipeline?

Over the past few months, things have been absolutely incredible for us at Morfeus Films, and I've directed multiple campaigns featuring Sourav Ganguly, John Abraham, and Arjun Kapoor. There's a lot in the pipeline, with several films in post-production, and my partners at Morfeus Films are in advanced discussions with agencies and brands. Although I can't disclose much at this point, the future is shaping up to be very exciting!

Morfeus Films, located in Juhu, Mumbai, is a premier production house committed to crafting and producing visually stunning and innovative commercials.

To view Anmol Karnik's work, click here.

Also Read: Luxury meets legacy: Saif Ali Khan in Royal Ranthambore campaign