Written by new-contact on May 26, 2010. Posted in Production News

Dulux films new ad in Jodhpur, India

Major home decorating brand Dulux has filmed a new commercial in the city of Jodhpur in the Rajasthan region of north-west India. The shoot was part of the company’s Let’s Colour project, which has also involved travelling to Rio de Janeiro, London and Paris to bring additional colour to the spaces.

Barty Dearden, of Stink, said: “We chose Jodphur because we were painting buildings for Dulux and Jodphur is famous already for its blue painted buildings. We looked at many other locations in and around Mumbai, such as Ahmedabad, but Jodhpur was chosen for its beauty.”

The production team rehearsed the painting process beforehand with local residents and 600 metres of plastic sheeting was used to minimise paint spillage in the streets. Two days were spent painting nearly 40 homes, having gained the permission of those who lived there.

Amitabh Bhattacharya, an Executive Producer with Nomad Films India, said: “More than 75 people were painting simultaneously as there was no scope for retakes. So everything and everyone had to be co-ordinated. On the last day we formed 11 teams (one leader and five painters), co-ordinated by ten location co-ordinators, one chief Assistant Director, two Assistant Directors, one Production Designer and five Production Managers.”

Three Canon 5D cameras and two motion control cameras were used to capture everything, while a large ramp was constructed to get more dramatic shooting angles. Transporting the equipment to Jodhpur was challenging. Mumbai and Delhi are the nearest film-friendly production centres, although support mostly comes from Mumbai. This is still nearly 1,000km away so travelling to the location involved two days of road travel.

Once there, the challenges continued. Mr Bhattacharya said: “The streets of Jodhpur are too narrow for even a car to pass through comfortably, let alone a grip truck. So the equipment had to be carted from one location to another on push carts. The generator truck had to be parked over a kilometre away from the location.” The Indian summer also had to be factored in as the high temperatures affected the equipment as well as the crew.

Click here to view the ad.

Credits
Client: Dulux
Agency: Euro RSCG
Agency Account Director: Ken Mulligan
Production Company: Stink Productions
Creative Director: Fernanda Romano

Creatives: Braulio Kuwabara, Fabio Abram

Producer: Ben Croker
Production Service Company: Nomad Films India
Executive Producer: Amitabh Bhattacharya

Director: Adam Berg