Afshan Shaikh, formerly a director with Good Morning Films, has announced the launch of her production house.

Called Not Bad Films, the production house has been launched with an intent of creating work to a language of films Shaikh believes in.

Shaikh said, "The objective behind the launch was to work towards creating a language of films that I really believe in. My production house eventually becomes an identity for the kind of work I have done over the years. Advertising is very important to me; for me it’s not a stepping stone to move to long formats. We love advertising and we believe in the commercials we make, for the industry to associate with my storytelling is something very important to me."

She added, "It’s not a business for me; making commercials is my life. And I breathe advertising. Making kick ass advertising is what I propagate and would continue to do that in the ever evolving industry. In these times when the attention span of people is so short, making a timeless piece of advertising and making something memorable is what are my beliefs and my production house.
And it’s not about doing just a commercial. I believe in my filmmaking to be able to build a brand, to see the bigger picture in the script sent by the agency and client, as opposed to just treating it like a job that needs to be filmed. The ethos of a brand is important for me."