Red Chillies Entertainment Pvt Ltd, the entertainment company owned by Shah Rukh Khan is seeing a lot of action these days, especially in the commercials space. Filmmaker Karan Johar has been roped in to direct a TVC for ICI paints featuring actress Kareena Kapoor. The TVC will break in early Feburary 2007. A TVC for Pepsi is in the pipeline.
Red Chillies has a group of directors on board, including Karan Johar, Farhan Akhtar, Farah Khan, Haroun Mirza, Aziz Mirza, Reema Kakti, and Red Chillies’ TVC Creative Head, Vishal Punjabi, to direct commercials.
Punjabi said, “We are not an advertising agency. We draft the creative only sometimes because mostly we get scripts that are ready to shoot. Sometimes, we add a few thoughts or ideas to the commercial. We have worked with agencies like JWT, FCB Ulka, Percept, Ambience, and Rediffusion DYR.”
When asked about SRK’s involvement in the commercials, Punjabi said, “He likes to get involved in the creative and the edit as well. He has his own creative thoughts on everything. Many a times he has come up with a lot of taglines for commercials as well.”
Though Johar is involved as a director, it is rare to see him direct a commercial. “In fact, the first commercial that Johar directed for us was for Airtel with Shah Rukh, which also featured the ‘Kuch Kuch Hota Hai’ title song. This commercial is on air in the UK, the US and Canada,” Punjabi further said.
Both Khan and his wife Gauri Khan are involved with Red Chillies Entertainment. The production house was started with the aim of producing small budget films, but later on the actor went on to produce films like ‘Paheli’, ‘Kaal’ and ‘Main Hoon Na’, which were big budget films.