Production of all new content has been shut for over three months due to the pandemic lockdown. While there are new directives being drawn to safely conduct on-ground production with all safety measures, some actors have resumed work by shooting for ads.
Recently actress Vidya Balan shot for a haircare brand at Mehboob Studios, along with a small team protected with PPEs gears.
Filmmaker Pritish Nandy supports the idea of testing the waters with such projects. He said “endorsement shoots are very short. Ultimately, it’s for a duration of a half or one minute. What we need to do is test out shooting on a continuing basis, which requires another kind of discipline, and entirely different set of protocols.”
Since commercial shoots are less demanding than big ticket projects, actors are weighing the risks of adjusting to the new norm and committing to their brand endorsements.
Nandy further added, “Ads make a lot more money than movies do. Proportionately it’s higher, as you work less, you make more money, except that work won’t be remembered.”
Film Trade Analyst, Atul Mohan considers this move as a “confidence building measure” where renowned celebrities shooting for ads can inspire their colleagues in the industry to step out and resume work as well.
“The actors will share their experience, and tips with their co-stars and that’ll make others comfortable. Right now, a positive mindset is needed. You’ve to live and survive with Coronavirus, till a vaccine is made. This will set an example for the rest of the film fraternity,” Mohan said.
Actor Ayushmann Khurrana reportedly shot for an endorsement in Chandigarh and Akshay Kumar released an awareness campaign for Covid-19.
Badhaai Ho [2018] director Amit Sharma too shot a commercial in Goa recently with a small team of up to 10 people.
Actor Arjun Kapoor too shared a behind-the-scene glimpse of an ad he shot recently.
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