Joy Films shoots vibrant Mumbai for new Tata Nano campaign
Joy Films shot on location in Mumbai for a new campaign for the Tata Nano. The spot shows young Indians gathering in the city centre to celebrate the Nano with dance numbers and colourful street acrobatics.
Through various industry contacts, servicing company Nomad Films was able to secure rare filming locations and pull off a logistically tricky shoot over three days.
“Most of these locations are not available for shoots,” explains Nomad’s Amitabh Bhattacharya: “Even if one manages to get permissions, dealing with the authorities is a nightmare. Mumbai being so sensitive to terrorism, getting police permission is very difficult. There are way too many government departments to deal with.”
Mumbai being the most vibrant city in India, it was the obvious location filming choice.
Amitabh Bhattacharya, Nomad Films
Local traffic conditions made the movement of cast, crew and equipment a challenge. In addition, given that the spot features several Indian starlets, there also needed to be a system on the ground to deal with crowd control and keep onlookers at bay.
“Quite a few youth icons feature in the commercial and, with Mumbai being the most vibrant city in India, it was the obvious location filming choice,” Bhattacharya concludes.
Client: Tata Nano
Agency: Rediffusion Y&R
Production Company: Joy Films
Producer: Lisa Joseph (RSA Films)
Production Service Company: Nomad Films Limited
Executive Producer: Amitabh Bhattacharya
Director of Photography: Zubin Mistry
Director: Mehdi Norawzian
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