Manifest sat down with Prianca J to unpack her journey—how Puff Productions was built on the philosophy of less is more, why trust matters more than money, and how bold storytelling isn’t just about pushing boundaries, but about finding the right people to push them with.

What inspired you to start Puff Productions, and how did you develop the name?

Puff Productions was founded on a simple belief—less is more. As a boutique production house, we prioritise quality over quantity, ensuring each project gets the care it deserves.

With experience on both sides of the industry—as a technician and a producer—I know the challenges of unclear expectations. That’s why we keep things transparent, focused, and true to our craft.

The name Puff Productions is a mashup of childhood nostalgia, cinema moments, and storytelling cues—whether it’s Powerpuff Girls, buttery puffs at the movies, or that cinematic cigarette signalling drama. And yes, our tagline says it all—Puff, Puff, Pass. Because great stories and good vibes are meant to be shared.

Can you tell us about your first client and how that shaped your journey?

Our first client - this one is close to my heart.

Back when I was still learning the ropes at my previous production house, my mentor gave me a challenge: “If you earn this client’s goodwill, you’ll do well in life.” That client was none other than Reckitt.

I remember having a conversation with one of their team members, casually asking, “I’m thinking of starting on my own—do you think I’d still get to work with Reckitt?” At the time, I had no idea that they believed in their producer just as much as the work itself. That moment taught me something invaluable—efficiency and honesty matter. When people trust your intent, they want to work with you, especially in times when budgets are tight and every decision counts. It’s about the people, the trust, and the commitment to doing right by those who believe in you.

What kind of mindset and team culture does Puff Productions cultivate to ensure every voice is heard and great ideas thrive?

If you’re not ready to own a project—through every challenge—this might not be the right kitchen for you. I’d rather have a tight, passionate crew than too many cooks spoiling the broth.

But if you’re here, your voice matters. The best ideas often come from the most unconventional places. My mentor gave me the space to learn, grow, and fail—I believe in passing that forward. Creativity thrives when people are empowered, and that’s the team I want to build—one that pushes boundaries, challenges the norm, and delivers something special.

How does Puff Productions balance professionalism, creativity, and collaboration to create a production experience that’s both fulfilling and fair?

One thing I’ve always admired about international productions is their professionalism—the mutual respect for everyone’s craft, the ability to call out bullshit while still being mindful of it. It’s a fine balance, but it makes all the difference.

So, how do I want Puff Productions to be remembered? Simple:

We’re all in this together, so let’s make it a happy experience—one where you leave the set feeling good, not drained. But if someone tries to shortchange us in the process? Well, then... let’s do the tango. And trust me, we can dance.

Each campaign, John Jacobs, Durex and Dettol have their own creative approach and challenges. Can you walk us through your approach to these projects and how you ensured each one stood out?

We’re all biased toward our films—how could we not be? But if I had to pick one, John Jacobs - Stay Seen.

It started with a call from Bosco: “We have to do this.” I was all in—until reality hit. The budgets.

Did we make a film we’re proud of? Hell yeah. Did we push beyond our limits? More than we ever imagined. I discovered strengths I didn’t know I had, but more importantly, I saw a team come together—not just to work on a film, but to fight for it.

John Jacob's 'Stay Seen' campaign. 

The agency, the client, and all of us at Puff Productions were strapped in for one hell of a ride. It wasn’t easy—chaos, doubt, frustration—but we all had the same intent. And when that happens, magic is inevitable.

Dettol

What excited us most about this campaign? For once, no classic mother and child saved from germs scenario. 

We got to break the rule book—and we grabbed the chance. The branding stayed, of course (recall matters), but the creative approach? That’s where we had fun.

Reimagining these films—and seeing it work for the client—was incredibly rewarding. We take pride in shaping not just the present but the future of brand storytelling. And that’s what keeps us going—pushing boundaries, one film at a time.

Durex

One of the best brands on Instagram—pure gold.

We got to create their first digital campaign for Lubes (not that it needed our help to be a top seller ). But hey, we’ll take the credit!

Our proudest moment? Breaking their colour palette—and almost getting away with it. Let’s just say I wouldn’t try that stunt again. But it’s in their archives now, and who knows? One day, they might just rethink it. Until then... we’ll keep the hope alive!

Budgets, as you mentioned, haven’t let you limit creativity but are also important. Could you share how this philosophy shapes your work and if there should be a change in the industry what it should be?

This is where you need your people—agency and client alike. When they truly know you, trust builds. Transparency follows.

In an industry that moves at lightning speed, the real question is—who’s sticking around for the journey? That’s why we live by less is more.

Budgets hit a wall? Been there. But with the right people, you can just call up and say, “We’re in this together—don’t compromise us.” And they won’t. That’s the power of trust. At the end of the day, we’re service providers, sure. But there’s a difference between doing the job and owning the craft. Mohabbat hai, ji huzoori nahi (It’s love—fierce, not servile)

Lastly, how crucial are female voices and diversity in shaping fresh perspectives and innovative treatments in ad films?

The industry has taken its sweet time to give women their rightful space—to have an opinion, to voice it, to be heard. But here we are, doing the work, proving our worth—not because we have to, but because we always could.

And to put it bluntly—not every man in this industry has ‘made it’, and neither will every woman. That’s just the nature of the game. But in the time I’ve been around, I’ve seen women doing some truly incredible work. I don’t sympathise with us (women)—I empathise—because we don’t need pity, we just need opportunities. We’re here to prove ourselves, not to compete for validation.

The problem was never about women being incapable—it was always about the mindset with which we were seen. And that’s what needed to be changed.

At the end of the day, this industry thrives on collaboration. It’s never just one person’s glory. And if we’re being honest, women have always been better at sharing, at lifting others up. The more we push for a progressive industry, the less space there is for regression.

It’s simple: The future of advertising isn’t male or female—it’s those who do the work, challenge the norms, and move the whole game forward.

“We got the chance to break the rule book—and we grabbed it with both hands. The branding stayed the same, of course, but the creative approach? That’s where we got to have fun."

This Special Feature was first published in our March issue. Get your copy here!