Lowe's Ashit Desai to float film production venture

Ashit Desai, the ex-group creative director of Lowe, is not going to join Dentsu Communications after all.

Desai told agencyfaqs! that he was supposed to join Dentsu but changed his mind only on Monday. “I informed Dentsu on Monday that I would not be joining the agency as I have decided to get into film making. My production company name is Doctor Films and it will be based in Bangalore,” he said.

“My growth in the ad world has 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. All in all, I have done more than 400 films in the last nine years, on Britannia and HLL alone.”

Desai quit Lowe a few days back where he spent close to 10 years. Prior to Lowe, he had worked for Mudra and Saatchi & Saatchi as well.

Doctor Films, he added, has a panel of established and award winning Indian directors. “They too have worked on some of the biggest brands in the country. The production house offers a combined experience of more than 650 films, along with an in-depth understanding of agency creatives and client needs.”

A writer by training, Desai has extensively worked on many of the award-winning projects and has handled key brands such as Lifebuoy, Breeze and Pure It. He has also largely contributed to various Britannia brands.

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