Ashit Desai, the former Group Creative Director of Lowe, has decided its time to move on from agencies and begin his own venture. After completing almost a decade with Lowe, Desai has started a production company, Doctor Films.
Desai quit Lowe India last month and even made a small stopover at Dentsu Communications before getting completely involved in Doctor Films. The production company will operate from Bangalore and Mumbai.
“I have decided not to join an agency and get into film making,” he said.
Elaborating on his reasons for establishing a production company, Desai said that his growth in the ad world had been closely related to films and film production. “I have been involved in every aspect of film making – from scripting, to production, to sometimes directing. In all, I have done more than 400 films in the last nine years, on Britannia and Levers alone,” he explained.
Not much comes from Desai presently, but throwing some more light on Doctor Films, he said, “In addition to me, Doctor Films has a panel of established and award winning Indian directors. They, too, have worked on some of the biggest brands in the country. Doctor Films offers a combined experience of more than 650 films, an in-depth understanding of agency creatives, and client needs.”
Prior to Lowe, Desai has also worked for Mudra and Saatchi & Saatchi and has handled brands like Lifebuoy, Breeze and Pure It.