Jeet Surendranath and Sonika Mody of FAR Commercials talk about Producing ad films , food and more

Stepping into the FAR Commercials office, I’m hit with a vivacious and whimsical vibe. The 4 decade young production house, encapsulates the enthusiasm, energy and effervescence of a youthful, dynamic company. I’m introduced to Jeet Surendranath, the heart and soul behind every story ever told by FAR. His legacy precedes him, as he warmly welcomes me and I instantly feel at ease about the interview with the team. Jeet Surendranath and Rohini Pinto, his sister, began this journey together and continue to complement each other’s style. Jeet, the seeker and Rohini, the pragmatic. Sonika Mody, the 30 year old Producer and now Partner at FAR, completes the trifecta. FAR Commercials is spearheaded by Sonika’s vigor and her team’s proficiency.

Q: What has the new, young team of FAR Commercials inherited?

S:Jeet and Rohini are true rockstars! I try and soak in as much as I can.

I love FAR’s culture of no hierarchy, complete freedom and equality in team work. It’s because of this freedom we choose to treat every project, big or small, with the same enthusiasm and care. Apart from adding as much value as possible with the best teams, we have continued to imbibe the family culture in our work with all our clients and agencies. We eat together like a family everyday. In fact, the home cooked food tradition was started by Jeet and Rohini’s folks 40 years ago. The FAR food, is as much of a legacy as Jeet is! Everyone is always welcome to drop by and have lunch with us.

Q: What aspect of producing television commercials do you enjoy the most?

S: For me it’s not just about production, it’s about creative producing. I love being creatively involved in each and every aspect. I need to feel fully invested in the project and I love adding my two bits to everything.

And planning! I think that’s my favorite part. Especially when we have multiple jobs happening simultaneously, sometimes in different countries. I think I’ve started enjoying being an insomniac.

Q: What type of projects do you find the most challenging?

S: I would have to say the multi-country projects. They’re challenging but they are also the most fun! We have to be perfectly in sync with the agencies and brand managers. The planning in the pre-production stage, needs to be on point. The schedules have to be airtight too, as on the day of the shoot, there is no time to pause and think. Every team and team member has to be on the same page and on top of their game. There is no room for error or overtime. We function on only 2 hours of sleep sometimes. It’s like boot camp training for all teams on board!

J: We are now confident of handling the most complicated projects.

S: Yes! Sometimes we are shooting television commercials, digital films and photo shoots for 7 to 8 countries simultaneously. Along with managing celebrities from different countries and their entourage, we have to ensure that every country’s requirements and nuances are treated with finesse. A lot of the credit goes to the agencies.

Q: What is the best part about being in Advertising?

S: Well I always say, we don’t have Monday blues like everyone else does, because there is no concept of weekends for us! So there’s that!

The other amazing aspect is the people and teams you interact with. I think I’ve been blessed to work with the absolute best of the best clients, agencies, directors, teams. Most of them have ended up becoming friends.

J: There have been so many transitions, starting from the celluloid era to the digital age. I think the best fun is adapting to these changes.

Q: What’s next for FAR Commercials?

S: FAR Commercials will always strive to make memorable television commercials. Besides continuing to do television commercials, we are now starting FAR Productions, an extension of FAR in collaboration with my other company, SuperFat Studios. The two companies will get together to work on original content for the web.

J: We have a lot to look forward to. With so many platforms, I guess, the most exciting is the entertainment platform which we are embarking on with the Joint Ventures of our new companies – FAR Productions and SuperFat Studios.

The juxtaposition of this pair augments the understanding of their craft and the passion for their work. Sonika’s hunger for excellence backed by Jeet’s experience, characterizes all that FAR Commercials stands for. I leave, looking forward to the next time I visit for one of the best home cooked meals with a bunch of the most enthusiastic minds in the advertising world.