The Story of Prahlad Kakkar, the Man Who Made Ad Films Fun
In the 1990s, a generation of Indians learned to sing their soft drinks. "Yehi Hai Right Choice Baby, Aha" for Pepsi and "The Zing Thing" for Gold Spot were not just ads, they were catchphrases. The man who filmed a large part of that fizzy, star-studded decade was Prahlad Kakkar.
Who he is
Prahlad Kakkar is one of India's best known advertising film directors and the founder of Genesis Film Production. Over four decades he helped invent the look and energy of modern Indian television advertising.
Early life and background
Kakkar began his career in advertising in 1973 at the agency ASP in Delhi. He then apprenticed with the master filmmaker Shyam Benegal, assisting on landmark features such as Ankur, Nishant, Manthan and Bhumika between 1974 and 1977. That grounding in serious cinema shaped the craft he brought back to advertising.
Signature work
In 1977 he founded Genesis Film Production and set about building a genre. His films include Pepsi's "Yehi Hai Right Choice Baby, Aha," Gold Spot's "The Zing Thing," the Maggi "2 Minute Noodles" films, Britannia's football commercial, and Limca's "Zor ka Jhatka." He was one of the directors who turned Indian cricketers and film stars into brand icons.
Creative style
Kakkar's advertising was built on energy, humour and casting. He treated a thirty second commercial like a tiny film, with characters and comic timing, at a time when much of Indian advertising was still stiff and product-first. His sets were known for their pace and their fun.
Industry impact
He helped professionalise ad filmmaking in India and mentored a wave of directors and technicians who passed through Genesis. Beyond advertising he became a public personality, known also for his passion for scuba diving and for speaking his mind.
Awards and recognition
In 2000 he received a Lifetime Achievement Award for his contribution to advertising and film. His Pepsi work was honoured with Gold and Silver and a Campaign of the Year at the Advertising Agencies Association of India awards in 1996. By the late 1990s he was directing commercials across Asia.
Legacy
Among Indian advertising legends, Prahlad Kakkar is remembered for making advertising joyful. For a generation of Indian directors, he is the proof that a commercial can be pure entertainment and still sell.