15 Sep 2016

Ad films more challenging than movie-making: Onir

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Filmmaker #Onir has stepped into ad film direction with a campaign for the AND Fall 16 collection titled #WhoYouAre, for which he shot with actress #KareenaKapoorKhan. He says trying this creative medium is tougher than making a film because of its time restriction.

"Doing ad films is more difficult because you have to say everything in 30 seconds, which is very different from films. Also, it challenges you as a filmmaker... And I like challenges. It was exciting too because this is the first time I was doing a advertising campaign," Onir told on phone from Mumbai.

"I enjoyed the creative process and how you reach out to the audience. The end product is beautiful and people are reacting very well. In films, there is certain comfort because you have been doing them for so long. It's always nice when you try other forms of storytelling. 

"Also, you learn certain things that you can imbibe as a filmmaker. So, for me it's a learning process that I thoroughly enjoyed and I look forward to doing more ad campaigns in future," he added.

AND, a retail brand owned by designer Anita Dongre, has embarked on a new style adventure for the season, collaborating with Kareena as the muse for its Fall '16 collection. An amalgamation of fashion and function, the brand celebrates individuality and urges women to believe in the power of their vision. 

The "My Brother Nikhil" director says he likes fashion and he found it wonderful to work with Dongre.

"I like fashion and it's something I enjoy doing. Also, Anita Dongre is someone with whom I am associated for a very long time. So I said 'yes' to this initiative," he said.

Also, this is the first time the filmmaker has worked with Kareena. He found her an easy actor to work with.

"Kareena is such a wonderful actress to work with. I wanted to work with Kareena and I like her, so it was a more conscious step, but happened very organically. I enjoyed the process. I would love to work with her in future because I enjoyed working with her. She is an easy person to work with and also very warm," he said.

With its urban-chic styles, the #WhoYouAre collection makes confident statements in subtle ways - be it at work, play or a party. Marrying empowerment with ease, the collection offers the woman of today an eclectic selection of dresses, jackets, tops, tunics and much more. Here, every ensemble is a reflection of who you are and everything you can be.

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