Non-Fiction
Optimystix re-opens ad film unit
MUMBAI: Optimystix Entertainment India Pvt Ltd, a multi genre content company is all set to re-open its advertising film production unit.
In fact, director Sanjiv Sharma, along with music director Leslie Lewis, both with a track record of more than 1,000 commercials, have already shot their first commercial for Donear, a leading textile brand.
Speaking to indiantelevision.com on the new venture, Sharma said, “After a three year break we’re again getting into ad film making. It will not be a separate company but the unit will function under the Optimystix banner.”
He further added, ‘In terms of resource allocation, my writer director Vipul Shah will be overseeing the scripts and Rajeev Vyas will be looking into the business side of it. And like in our television projects there will both be a business and a creative head.”
Sharma actually comes from a background in ad films and had started Palette Communications Pvt Ltd in 1987. He went on to do many successful ad film campaigns with Maruti Udyog, Hindustan Lever, Shaw Wallace and Pepsi Foods, amongst others. It was in 2000 that he, along with writer director Vipul Shah, started Optimystix.
Adds Sharma, “Most of the people we have with us have dabbled in both the genres; advertising as well as TV production. Earlier, we had diverted people and resources from Pallete into TV production and now we’ll be using the same for TV commercials.”
MUMBAI: Dharma Cornerstone Agency is turning the page. The talent venture created by Karan Johar’s Dharma Productions and Bunty Sajdeh’s Cornerstone Sport and Entertainment is being reshaped as both partners head in different directions, according to media reports.
What began as a bid to bring top-tier celebrity representation under one roof is now winding down its joint structure. With each company pursuing its own strategy in a fast-evolving talent industry, the partnership has reached its final chapter.
Reports suggest that Dharma is buying out Cornerstone’s 45 percent stake in the LLP. Once the transition is complete, Dharma is expected to hold full ownership and steer the operation entirely on its own.
The move comes at a time when celebrity and creator management is splintering into more specialised, independent models. Agencies are sharpening their focus as the entertainment economy grows more crowded and competitive.
DCA has represented a starry roster featuring Tiger Shroff, Ananya Panday, Janhvi Kapoor, Tripti Dimri, Aditya Roy Kapur, Neha Kakkar and Jubin Nautiyal, along with rising names including Ibrahim Ali Khan and Shanaya Kapoor. As the curtain falls on the joint venture, both Dharma and Cornerstone are expected to manage their talent stables separately.
The industry will watch closely as the two now script their next acts.
