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Indian Ad Legends

The Story of Prasoon Pandey, the Director Who Filmed India's Most Loved Ads

MVR2 min read
A graphite pencil portrait of Prasoon Pandey, drawn with a film camera and a clapperboard

A scrap dealer knocks on a door, and she is wearing the sunglasses, earrings and sandals a young woman threw away when they broke. The Fevikwik "Kabaadiwali" film sold a tube of glue with one sharp, funny idea, repair rather than replace. The director who made it, and much of India's most loved advertising, was Prasoon Pandey.

Who he is

Prasoon Pandey is one of India's most awarded advertising film directors and the co-founder of Corcoise Films. His work is known for wit, emotional depth and a distinctly Indian sense of humour.

Early life and background

He comes from a remarkable creative family. His elder brother is the adman Piyush Pandey and his sister is the singer and actor Ila Arun. In 2002 he co-founded Corcoise Films, which became one of the most respected ad film houses in the country.

Signature work

Pandey directed many of the campaigns that Indians can recite from memory. His films include the Fevicol and Fevikwik "Kabaadiwali" commercials, Asian Paints' "Ultima Raag Malhar," Flipkart's "Saree" film and a series of moving stories for SBI Life Insurance. He often collaborated with his brother Piyush, who wrote many of the ideas, a partnership that produced some of the most celebrated Indian brand films.

The Fevikwik "Kabaadiwali" film, one idea told with perfect comic timing:

Creative style

Pandey is a craftsman who hides the craft. His films feel effortless and human, which is the hardest thing to achieve. When the Gunn Report ranked him among the top twenty five advertising film directors in the world, his response was typically understated.

"Oh, I didn't know there could be a point system for this kind of thing too."

Awards and recognition

His films have won Clios, Cannes Lions, New York Festivals and Asia Pacific Ad Fest Lotuses. In 2018 he and his brother Piyush became the first Asians to receive the Lion of St. Mark at the Cannes Lions International Festival of Creativity, a rare honour for lifetime contribution.

Legacy

Among Indian advertising legends, Prasoon Pandey is the director who proved that the best advertising film is invisible, that you remember the story and the feeling long after you forget it was an ad. For a generation of Indian film makers, his work is the standard for craft.

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