Sri Adhikari Brothers ventures into ad film production

Katalyst Creates is the new specialised creative services arm of the Sri Adhikari Brothers (SAB) Group, which will provide expertise in VFX, motion graphics of film broadcast and digital, channel packaging, product windows, video content editing, logo animation, infographics, and animation. SAB says that the creative division is set to expand its footprint in the advertising and media fraternity and claims to have already bagged projects for full feature VFX, other network channel branding and packaging, branding, and logo animation.

The first ad film that Katalyst Creates has directed and produced is for the launch of the autumn winter collection of Flying Machine with brand ambassador Arjun Kapoor. The creative thought behind the campaign was to engage fashion enthusiasts who are looking to make a 'swag' statement.

Parthsarthi Iyer, creative and business head at Katalyst Creates, says, "Katalyst Creates is all about creating communication that the youth target audience relates to. Hence, for us to understand the campaign idea of Flying Machine, which was 'to score over youth by saying hey, we are what you are', was something that is in our DNA".

Ravi Adhikari, producer at Katalyst Creates, says, "Branded music videos have become a new trend to connect with the youth. So, we were clear that the commercial must not only look differentiated, but must set a benchmark that will be hard to match. Keeping in mind the brand communication, the concept that we presented, set us up for this challenging, yet fun task. For us, there's a constant drive to serve our youth the content they want which was also brilliantly reflected in our film Pyaar Ka Punchnama 2. It was indeed a great experience to work with another brand that connects with the youth as well".

Kishore Mohandas, creative director, Lintas, says, "The theme for the season's campaign was co-creation, so we partnered with people with different talents to bring it alive. We had really liked the work done on 'Oopar Oopar', a music video created by Katalyst Creates. Interesting thoughts were presented through the ideation process. But, when we saw the final output, it blew our mind away. It was not only what was required of the video, but was also totally radical."