The Telegraph
Thursday , December 27 , 2012
Since 1st March, 1999
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Imtiaz Ali directs Rekha in her first TV ad

How was the experience of shooting the Snickers ad with Rekha and Urmila Matondkar?

I was very excited to work with Rekhaji. She came across as a spiritual and caring person. I was extremely impressed with the person that she is. I learnt a lot of things from her.

Working with Urmila was absolute fun. I was very surprised by her ability to crack jokes and mix well with everyone. She was very involved and we enjoyed ourselves.

This is Rekha’s first ever TV ad. How much did that act as a clincher for you to direct it?

When I signed this project, Rekhaji had not been finalised. The concept for this TVC was very interesting and that’s why I took it up. However, there was a plan of getting Rekha on board. I hoped the plan would work!

What is the concept of the ad?

It’s about four boys travelling in a car to play cricket. They are speaking in their language and of those four, “one of them” is Rekhaji. The other boys talk to her as if she is a boy. The fact is that the boy is hungry and has thus turned into a heroine. Kyunki hunger achchhe achchhon ko badal deta hai! She takes a bite of Snickers and becomes “normal”. Later when they reach the cricket ground, the driver is hungry and starts throwing tantrums. This role is played by Urmila. So the boys take out one more Snickers for “him”.

Is it a challenge to tell a story in just 30 seconds?

Yes, it is a challenge. I, however, believe that it is a good exercise. It is a challenge to tell a story concisely.

Is there any recent ad that has caught your eye?

I have not watched TV in a long time. But I remember seeing an ad in a movie theatre two years ago. It was a Royal Enfield ad directed by Bharat Sikka, the photographer. I also liked the Pepsi ad where kids are shown playing cricket on the streets.

Priyanka Roy

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