Tej Desai is managing director at wIDEAwake and Boot Polissh Films
Advertising’s 80:20 rule has changed.
Over the last few years, I have had the benefit of sitting in several meetings with varied teams across brands and categories, more or less debating the same thing. “Why do we spend so much on production? Can’t we get it done cheaper somewhere else? Lets look for more (read: cheaper) options. It’s a digital video so it needs to be cheaper. Isn’t it supposed to be cheaper than TV production?”
Or sometimes client briefings even begin with the objective of wanting the film to “go viral”. While that’s another discussion altogether, we should give some thought about what does it
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