Indian director: Bauddhayan Mukherji
Bauddhayan Mukherji, founding director at Little Lamb Films in Mumbai, can’t get enough of fluffy little neopets.
Bauddhayan Mukherji, founding director at Little Lamb Films in Mumbai, can’t get enough of fluffy little neopets, the documentary photography of Anusha Yadav, filmmaker Dibakar Banerjee’s LSD, or past life regression.
What’s the most creative Indian advertising idea you’ve seen in the last year?
The outdoor campaign called the Horlicks Pro Height Room by JWT Gurgaon, based on a concept by scientist Adelbert Ames. I was blown over when I saw it for the first time.
youtube.com/watch?v=mg1lvEGD-EI
What creative person do you most admire from India?
Piyush Pandey. He inspires.
What’s the main problem currently facing the Indian advertising industry?
The industry’s belief that everything has to appeal to the lowest common denominator – hence ideas can’t be too intelligent, too subtle, too smart. And this is leading to zilch creativity! Why do I get a feeling that I need to retire?
What product could you not live without?
My BlackBerry... it’s tasty! What product hasn’t been invented yet that would make your life/job better? The autopilot sitting in front of the monitor who will say ‘cut’ as I holiday in Galápagos!
What’s the best Indian film you’ve seen this year?
LSD (Love Sex and Dhoka) by Dibakar Banerjee. It keeps the faith in content-led cinema alive.
If you had to recommend a book to friends, what would it be?
Many Lives, Many Masters by Dr. Brian Weiss. Changed my life... I have overcome my fear of death.
What’s your favourite website?
For the child in me... I have a pet named ‘Dhoompotash’.
What’s your favourite Indian magazine?
It has to be the Outlook Traveller – a travel magazine. Charming style...
What Indian show/exhibition has most inspired you this year?
The Commonwealth Games exhibition at the National Museum on Indian sports which traces Indian sports history from the Harappan Age. An astonishing effort.
Why should people visit India?
For us... The people... Good ones, bad ones, ugly ones.
Who’s your favourite Indian photographer?
Anusha Yadav. Extremely temperamental... but when she gets going, she does kick some ass with her urban culture documenting. I like the darkness and the starkness she captures.
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