Big Bazaar pays ode to food in new ad; "Did lot of research with food stylist," says director Luv Kalla

Future Group's hypermarket chain Big Bazaar recently launched a theatre/in-cinema hall ad film titled 'Khane Ka Samay'. The ad, conceptualised by DDB Mudra, and produced by the production house Skylark, is being played in 700 movie theatres across the country.

The film encourages audiences to not limit the aroma of food to the kitchen, but spread it all around the house, for it is food and mealtimes that lend newness to relationships and bring the family together. The film tells stories of families bonding over a freshly cooked meal, of how the senior members experiment and appreciate new cuisines, and how various recipes reflect the eclectic mix of cultures.

We asked Luv Kalla, the director of the film, about his approach towards the film, as well as the challenges faced while shooting it.

"What we have tried to do is not to keep the kitchen very clean. There is small detailing of things lying around. The idea behind the film was to give it a homely feel. The food, too, is not very exotic, but homemade, making the ambience warm and loving."

Commenting on the film, Sadashiv Nayak, chief executive officer, Big Bazaar, says in a press release, "In India, food is representative of our different cultures. It is a collective experience. It's about sharing and bonding over food, right from the farms where neighbours and the kith and kin join hands in tilling, sowing, and harvesting of crops, to homes, where it is about love, and to temples where food is an offering to God. The film reinforces our belief that serving India is about winning 'heart share'."

Sonal Dabral, chairman and chief creative officer, DDB Mudra, says in a press release, "In a world of fast food and fast life, we don't have time for even the most vital act of eating. We rush through food, in our small cubicles. The campaign aims to rekindle our love for food by celebrating every bit of this delightful process, right from choosing ingredients to chopping, grinding, mixing, cooking, and savouring every bite. It's an honest attempt to make people step back from their busy lives, take out some time, and enjoy their food with their families."

We asked our experts to comment on the direction, execution, and the challenges a director faces while shooting such films.

Kailash Surendranath, ad film maker and founder of the film production company Kailash Picture Company, says, "While viewing the commercial, I truly felt the beauty of India and being Indian -- our people, our food, our attitudes, our talent in innovating, and our blending of traditions with modernity. This spirit has been captured well by both the director and the writer, at an emotional level, without singing or shouting it out, and living up to the Big Bazaar campaign thought. The voiceover, a big factor, has done a good job, both in terms of script, as well as delivery."

According to Surendranath, cooking shots and finished food are not easy to shoot. "To make them look real and mouth-watering takes a great deal of input. What looks so 'simple and every-day', has probably taken a team of specialists and many man hours to project it. Often, gadgets are engineered and made, food specialists and stylists are engaged, special lenses and cameras and loads of kilowatts in lighting are used. In fact, every shot will have its own challenge," he adds.

But, Hozefa Alibhai, co-founder, Puppet Pictures (an ad film production company), is not impressed with the film. "Although it's a good montage of food shots, it's too long for an ad film, and didn't hold my attention after a point. It's more a job of a product specialist, food stylist, and a DoP (director of photography). There is nothing specific that caught my eye. And, there are not many performances to comment about," he says.