NewsX was recently joined by Aatish Dabral, an independent ad film-maker and the founder of The Human Touch for an exclusive conversation where he spoke about his journey and using the online space to remind the world that there is kindness all around.
Talking about his journey, Aatish said, “I was studying to be a journalist until I realised my love for cinema and that overshadowed my commitment to journalism as a career. Hence, after graduation, I got on a train to Mumbai on a whim to pursue a diploma in filmmaking. There I got a chance to work with one of the most brilliant ad filmmakers at that time, Prahlad Kakkar. It’s important for people to have the right mentors early in their career and I was fortunate to have him as a guiding light. He took me under his wing and my ad filmmaking journey began. I worked with him for a few years and then moved on to production houses for 4-5 years, which were, as they call it, ‘slog years’, where you’re doing everything under the sun like production, casting, art direction, props on the set. Slowly, as time progressed, I learnt the ropes and made my way towards becoming a full-fledged director. I started doing independent commission projects and having an identity of my own. I have been directing for six years now and have worked on commercials not only for the Indian market but for the Middle Eastern and South Asian markets as well.”
Explaining his initiative, The Human Touch, Aatish said, “I have done more than 100 commercials but the work done at The Human Touch is the closest to my heart. So, what is The Human Touch? For viewers who haven’t come across our work until now, I will lay it out for them. It is a unique video platform created a few years ago, with an impressive digital presence by now, where we make short films and video content about themes related to kindness, humanity and other lovely human emotions. All these videos, fortunately, have been very well received by the audience. Over the period of a few years, we have gained followers from all over the world on our Facebook and YouTube pages. The response is phenomenal and we get messages from all over the world telling us how a 3-4 minute video on our page resonated with people, made them smile and gave them hope at a difficult time in their lives.”
Sharing his real reason for starting a page on a digital platform, Aatish shared, “I was observing the kind of quick-fix, sub-par, senseless content bombarding social media platforms and I wasn’t too happy with it. I had a burning desire as a filmmaker to make content that would make people smile and warm their hearts, remind people that kindness and humanity still exists, despite all the chaos. I wanted to leave them with the thought of hope and that it depends on the individual to be the change that he or she wants to see in the world. Our videos inspire people and tell them to start with something: a kind deed, a warm smile, a selfless act, which goes a long way in creating a chain of events that truly has the potential to transform the world.”
Talking about nepotism in the industry, Aatish said, “It’s everywhere—in business, politics, sports—and no industry is untouched by it. In my immediate ecosystem, I unequivocally condemn any kind of favouritism or preferential treatment. I truly believe that everyone should get a level playing field and opportunities, incentives should be provided solely based on merit. Nepotism is a very real thing and it exists in every field and it would be naïve to deny its unfair presence but there is no replacement for hard work and talent. Many people have been able to make a name for themselves based on these two qualities, without connections or high- ranking relatives. It’s a balance and people have succeeded without using such antics. As a defense for the advertising industry, I truthfully say that people who are at the top decision-making positions are first-generation advertising professionals and have no family background in the industry. They have been able to create their own success stories. There haven’t been any dynasties or legacies. In our industry there are many stories of self-made professionals whom newcomers can take inspiration from.”
When asked for his advice to any newcomer joining the ad industry, Aatish said, “My number one advice is always, be observant. Filmmaking as an art form has always been inspired by life and it is very important for budding ad filmmakers to be aware of real life, real people and real incidents around them. Understanding and learning techniques are important but a filmmaker should stand out and create work which resonates with the audience. Your filmmaking has to be relatable for a large group of people. If you keep your eyes open to faces, sounds, colours and experiences around you, and get knowledge of the real world around you, it will add depth and a natural flair to your filmmaking. So, keep your eyes and ears open to everything happening around you and learn to find beauty in all things.”
Speaking about the hardships that one faces in creative fields, Aatish said, “It may be a notch up in the ad industry but if one is passionate about the whole art form deeply, it won’t feel like a hardship. It would be physically and mentally draining and you might be made to slog, but if you are patient and committed enough, your passion for the art form will make you go through hardships with your head held high, and you will come out on the other side a very satisfied and happy filmmaker, raring to make amazing films.”
Lastly, talking about the new normal for the ad industry, Aatish shared, “At the start of the lockdown, it was tough. There was an air of uncertainty, fear was palpable and a sense of apprehension in the industry. We know how many people are required at a set for any film. This had people thinking, will we be able to shoot again? Then the ‘unlock’ rules came and shoots resumed. A genuine effort is being made by all of us to conduct orderly shoots and create a safe environment with minimum crew members. Every crew member is required to wear a mask, go through temperature checks and spot checks. I have heard of entire crews being put in bio-bubbles for the entire duration of a shoot especially when shoots extend beyond a few days. So, of course, we have to embrace the new normal and take precautions as per the SOPs provided by the government.”