Ad film making should be considered at par with other art forms and literature, said actor Mammootty, while inaugurating the Indian Ad Filmmakers Association (I AM), an organization of ad film directors formed to ensure welfare of those who work in the ad film industry. The significance given to art and literary fields should also be accorded to ad film making, said Mammootty, adding that advertisements play a significant role in day-today life, being the real force behind selling things and thus making the trucks move.
Mammootty handed over honorary membership of the association to noted film directors and ad film directors, Rajeev Menon and V K Prakash. Speaking on the occasion, Rajeev Menon said ad film directors played a great role in promoting Kerala-based brands at the national and international level. “Though I directed several movies, I find more pleasure in ad film making,” said V K Prakash. K3A Chief Patron, Joseph Chavara, said that only those who possess extraordinary production skills, exercise financial discipline and are creative can excel in ad film making.
Mrs. Mathew Paul, wife of late ad filmmaker Mathew Paul presented the memento to Mammootty. IAM is the first organization formed in the ad film industry in the country. The event also witnessed the announcement of Behh award for those working in the ad film industry and Chenda award to mass media students, instituted in memory of late Mathew Paul.
Director Lal Jose, Jabbar Kallarakkal, President, IAM; Sijoy Varghese, General Secretary and Vice Presidents Bhanuprakash and Shibu Anthikkad also spoke on the occasion. The event also witnessed musical programme conducted by the music band Masala Coffee and DJ Savio.
IAM, which was formed as part of the social commitment to jointly find solutions for the issues faced by advertising industry, will give importance in organizing workshops and nurturing talents in this sector.