The Director Economy: Ad filmmakers and the signature styles that set them apart

In the rapidly evolving world of Indian advertising, a handful of visionary directors have redefined how brands connect with audiences. Beyond the usual jingles and promotional tactics, these filmmakers bring cinematic storytelling, cultural insight, and emotional nuance to commercials, transforming them into memorable experiences that linger long after the screen fades.

What sets them apart is not just their ability to create visually striking ads, but their unique signature styles, whether it’s Anurag Kashyap’s raw, edgy realism, Shree Narayan Singh’s seamless blend of social themes with humor, or V. A. Shrikumar Menon’s grand, star-studded narratives that exude trust and tradition. Directors like Niranjan Kaushik, Binoy Mathew, and Surya Balakrishnan demonstrate the diversity in Indian advertising, using narrative depth, animation, and playful storytelling to engage audiences in innovative ways.

These directors have not only influenced brand storytelling but have also shifted audience expectations, proving that commercials can evoke emotions, spark conversations, and even challenge social norms. Their work highlights the evolving intersection of cinema and advertising, where brands seek more than mere visibility, they aim for authenticity, relatability, and resonance.

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By consistently delivering campaigns that balance creativity with strategy, these filmmakers have reshaped the commercial landscape, setting new benchmarks for narrative sophistication, cultural relevance, and emotional engagement. In this series, we explore their signature styles, notable campaigns, and the indelible mark they have left on Indian advertising, celebrating the directors who have made storytelling the heartbeat of modern brand communication.

Anurag Kashyap, Phantom Films

Anurag Kashyap, renowned for his gritty filmmaking, has seamlessly transitioned into the realm of advertising, bringing his unique storytelling prowess to the commercial world. His directorial debut in advertising was the 2010 Samsung Guru Mobile campaign, featuring Aamir Khan and Huma Qureshi. The ad depicted a poignant narrative of a village boy preparing to leave his family for a job opportunity, showcasing Kashyap's ability to evoke deep emotions in short formats.

In 2018, he directed a Big Bazaar Diwali ad, infusing the festive spirit into a delayed train scenario, highlighting his knack for blending everyday situations with emotional depth. His recent collaboration with Bold Care in 2025, starring comedian Samay Raina, utilized humor to normalize discussions about sexual health, reflecting Kashyap's versatility in handling diverse themes. Known for his raw, edgy style, Kashyap's advertising work mirrors his cinematic approach, subverting expectations and delivering compelling narratives in short formats. His ability to infuse commercials with cinematic storytelling has set a benchmark in the Indian advertising industry.

Shree Narayan Singh, Director

Shree Narayan Singh, acclaimed for films like Toilet: Ek Prem Katha, has also ventured into advertising, bringing his knack for blending social themes with engaging narratives. In 2017, he directed the Google Pixel 2 #DayWithPixel2 campaign, showcasing the phone's features through engaging storytelling. His direction of the 2025 Netflix Diwali ad demonstrated his ability to blend humor with cultural nuances, mocking traditional festive advertisements.

Singh's advertising work reflects his cinematic approach, blending realism with emotional depth, often incorporating social themes and cultural elements to make his ads relatable and impactful. His ability to craft compelling narratives in short formats has made him a sought-after director in the advertising industry.

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Niranjan Kaushik - Acid Brand Communications

Niranjan Kaushik is an Indian director and screenwriter known for his work in both advertising and feature films. He has directed commercials for prominent brands such as Lee Cooper, L'Oreal Paris, Mercedes, Volkswagen, HSBC, Asian Paints, Cadbury, Hitachi, and Airtel. His advertising work is marked by a strong narrative style, often blending humor with emotional depth to create memorable campaigns.

In addition to his commercial work, Kaushik has directed the Disney+ Hotstar series 9 Hours and the Zee5 series Karenjit Kaur, showcasing his versatility across different mediums. His ability to craft engaging stories has made him a sought-after director in the Indian advertising industry.

A. Shrikumar Menon - Push Integrated Communications

A. Shrikumar Menon is a stalwart in Indian advertising, having directed over 400 commercials through Push Integrated Communications. His notable campaigns include Kalyan Jewellers, Vishwasam Athalle Ellam, featuring South Indian film stars to emphasize trust and tradition; Manappuram Finance, a multi-lingual campaign with celebrities like Mohanlal and Akshay Kumar to highlight pan-Indian reach; and Prime Meridian, featuring Sachin Tendulkar to emphasize luxury and trust in real estate investments. Menon’s style is grand and cinematic, often featuring celebrity endorsements, storytelling rooted in culture, and a focus on establishing emotional trust with audiences.

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Benoy Mathew - Freelance Director

Benoy Mathew is recognized for blending storytelling with animation in advertising. Notable campaigns include the IDCB Vanitha Easy Loan series, empowering women through financial independence; The Stealth, an animated short selected for Athens Anim Fest 2009; and Walk and Talk, which premiered at the International Documentary and Short Film Festival of Kerala in 2010. Mathew’s style combines traditional narrative techniques with animation, creating socially relevant and emotionally resonant ads that stand out in the Indian advertising landscape.

Surya Balakrishnan - Footloose Films

Surya Balakrishnan is an Indian advertising director known for her work in creating impactful commercials that resonate with audiences. She has directed campaigns for various brands, bringing a fresh perspective to each project. Balakrishnan's work is characterized by a deep understanding of brand messaging and a creative approach to visual storytelling. Her ability to craft compelling narratives has made her a notable figure in the Indian advertising industry.

Notable works include Vanish, Dry Clean Like Results, demonstrating the product’s efficacy through creative storytelling, and Alpenliebe, Quirky Campaign, which used humor and relatability to appeal to younger audiences. Her style emphasizes fresh, meaningful narratives with aesthetic appeal, balancing brand messaging with entertainment to make campaigns memorable.