SPECIAL FEATURE:

Embarking on a profound journey through the vast expanse of visual storytelling, Cutawayy Films has emerged as a distinguished beacon of creativity and innovation. Amidst the dynamic landscape of production houses, their trajectory shines through, drawing the attention of esteemed brands, courtesy of their unmatched commitment to cinematic excellence. This is exemplified in their work for Tata Trusts’ ‘Kaise Ka Cancer’ campaign, which garnered them both the Montreux Gold Award and the prestigious Dadasaheb Phalke Award.

Founded in 2013 by Gaurrav Dhar and Monica G Gambhir, Cutawayy Films has since evolved into a powerhouse of creativity, further fortified by the inclusion of Bhavesh J Kapadia in 2015. With a shared passion for crafting captivating narratives, the trio have redefined the art of advertising and film production, elevating each project with their signature ‘cutaway shot’ magic. As the production house celebrates 11 years of trailblazer work, its collaborative ethos and unwavering commitment to quality continue to captivate audiences and industry giants alike, setting a new standard for premium advertising productions.

In the genesis of ‘Cutawayy Films,’ Gaurrav unveiled its essence, “Our production house draws inspiration from the ‘cutaway shot’ technique—a cinematic flourish akin to adding a secret ingredient to a beloved dish, instantly enhancing its richness and excitement. Imagine a scene unfolding in a film, only to be interrupted by a sudden cutaway shot, offering a tantalising glimpse of additional intrigue before seamlessly returning to the primary action. This technique embodies our philosophy—an infusion of layers, depth, and captivating allure, transforming ordinary narratives into extraordinary experiences.”

The ninjas of Cutawayy Films

Co-founder, Gaurrav Dhar's unwavering dedication to creativity mirrors the narrative of Cutawayy Films. His experience includes stints with Nomad Films, TBWA\ and Sony Pictures Networks, and diligently absorbed knowledge, honing his expertise in film production and business management along the trajectory of his career.

Alongside Gaurrav stands Monica, the complementary half of Cutawayy Films’ dynamic partnership. Her overarching ambition was to redefine the landscape of creative brilliance in film direction.

During the conversation with Manifest, she articulated her profound commitment to delving into human emotions through the art of storytelling which resonates with the audience on a deeply emotive level. Monica said, “Filmmaking is not just a profession; it’s a passion, a calling. Each project is an opportunity to push the boundaries of creativity and storytelling.”

Monica’s journey in filmmaking has been profoundly enriched by the invaluable collaborations with industry stalwarts like Boney Kapoor, Sanjay Leela Bhansali, Kumar Taurani, Pankuj Parashar and Prabhu Deva.

Being their mentee, she’s been fortunate to learn and evolve continuously.

Monica’s notable accolades, the Montreux Gold Award and the esteemed Dadasaheb Phalke Award bestowed upon her for her work with Tata Trust, serve as poignant testaments to her global acclaim.

“Winning awards is gratifying, but for me, the real reward lies in touching the hearts and minds of viewers and leaving a lasting impression that transcends awards and accolades,” she said.

Being part of prestigious events like Spikes Asia 2024 and Kyoorius Creative Awards 2024 is both an honour and an opportunity for her to learn and grow alongside other talented individuals in the filmmaking industry.

Bhavesh, hailing from a lineage distinguished by accomplished cinematographers, embarked upon his cinematic odyssey as an apprentice under the esteemed director, Prasoon Pandey, Corcoise Films, contributing to the production of over 120 commercial projects. A transformative juncture ensued when he wrote a treatment note for a film, which the client liked so much that he insisted having Bhavesh as a director on the film. Thereby, delineating the trajectory of his professional journey. Bhavesh went on to direct more than 50 films with Corcoise before joining the creative sanctuary of Cutawayy Films in 2015.

With a distinctive style marked by quirky and idiosyncratic expressions of emotions with subtlety and focus on human emotions, Bhavesh champions creativity through teamwork.

In Bhavesh’s own words, “Crafting films is like weaving a cinematic tapestry, blending life’s nuances seamlessly. Just as a masterful dish is enhanced by the perfect blend of spices, so too is the fusion of life’s insights and campaign objectives in filmmaking. It creates a captivating narrative that resonates with the audience.”

Bhavesh’s unwavering dedication to excellence resonates profoundly in the meticulous approach adopted by his agency towards each project.

Weaving captivating stories that not only deliver results but also surpass expectations. He has collaborated with brands including Crompton, HSBC, Reckitt, Kansai Nerolac, Coca-Cola, Jubilant Foodworks—Dominos, India Today, Yum Foods—KFC, Pizza Hut, Google, Dabur, Nestle, Ferrero—Kinderjoy, Aviva, Abott, Glenmark, GSK, SBI, Lotte, ITC, UTI Mutual Fund, Perfetti, Airtel, Pidilite, Cadbury, Paytm and Colgate, among others.

CROMPTON Selfie | Bhavesh J Kapadia from CUTAWAYY FILMS on Vimeo.

Recent milestones

In the production house’s recent history, Tata Trusts astounded the industry with their poignant ‘Kaise Ka Cancer’ campaign, an accomplishment made possible by the creative brilliance of Cutawayy Films’ Monica and Radhakrishnan O.R, the creative consultant then affiliated with Rediffusion Brand Solutions.

Furthermore, its recognition extended to the international stage with a shortlisting at the New York Advertising Awards, marking an illustrious achievement.

Adding to this cascade of triumphs, at the Campaign India Film Crest Awards 2023, the campaign clinched the coveted Gold Award for Best Film in Healthcare and Pharmaceuticals. It also shone brightly at the IndIAA Awards 2023 as ‘Best CSR Corporate Award’.

Gazing into the cinematic tomorrow

The trio unanimously said, “We are the hungry ninjas at Cutawayy Films, constantly scouring for stories with the power to captivate audiences. With every project, our aim is to leave a lasting ninja mark, crafting narratives that linger in the minds and hearts of our viewers long after the screen fades to black.”

Client speak

Manifest reached out to brands that collaborated with the production house, and here’s what they had to say...

Pragya Bijalwan, vice president - marketing, Crompton Greaves Consumer

We have been working with Cutawayy Films for more than seven years for all our creative films across all our categories whether it’s fans, lights, water heaters, water pumps, air coolers, chimneys, etc. I couldn’t be more impressed with their work. From start to finish, their professionalism, creativity, and attention to detail are exceptional. Cutawayy Films’ team demonstrated a deep understanding of our vision and brought it to life in ways we always wanted. They were able to navigate complex scripts with ease, ensuring that every shot was meticulously crafted and contributed to the overall narrative. Indeed considering Crompton is operating in diverse categories each of them holding a different narrative they have been able to bring out the magic in storytelling for each of them. While they can romanticise a food shot in mixers, they can also bring about beauty in a fan and magic with mood lighting. The storytelling becomes even more compelling with the setups so well curated to the scripts and the cast well-trained for every shot. It’s a delight sometimes to see the magical transformation from a paper script to a motion picture in reality, no matter what the situation is. Moreover, with Cutawayy Films you can be sure they have heard your feedback with a strong willingness to go that extra mile to co-create films keeping the perspective of each stakeholder without losing sight of the audience.

Rohit Malkani, senior vice president and marketing, Kansai Nerolac Paints

The team at Cutawayy Films operate with the true spirit of partnership with brands and diligently works towards elevating the output in our best interests. When we launched our new brand messaging of ‘Nerolac Paint+’ we were very particular about retaining our identity through our Nerolac jingle but adding on a performance dimension by demonstrating superior performance through products as well as bringing to the front our Japanese lineage. The first TVC with Excel Mica Marble Stretch and Sheen was made by Bhavesh which balanced all the components very well and delivered a powerful film. This not only cemented our belief in the journey we had undertaken but also the fact that we have a great partner who can make all the magic happen.

Deepshikha Surendran, head, brand and marketing, Tata Trusts

The ‘Kaise Ka Cancer’ campaign has touched millions of lives and has been an incredibly fulfilling and satisfying campaign anchored around the articulation of ‘kaise’ or ‘how’, highlighting the questions that patients and their families grapple with if detected with cancer. The power of the campaign lay in this human insight that the research uncovered, which was then brought to life by the creative and production partners. Cancer is a deep, sensitive subject and having a creative and production team that demonstrated empathy and sensitively handled the story and emotions during the production process, helped to draw out powerful, authentic performances to gently land the key message.

O.R Radhakrishnan, creative consultant

Monica didn’t just dive into the ‘Kaise Ka Cancer’ campaign creation; she brought a sharp focus and deep insight. Our brainstorming sessions were electric, sparking a lively exchange of ideas. Monica’s standout trait was her openness to suggestions and her knack for injecting valuable insights that truly elevated our project. One of Monica’s standout contributions was her expertise in visual storytelling. She had a keen eye for translating complex ideas into compelling visuals that resonated with our audience. The journey of crafting these films was a joyous ride.

Hemant Shringy, chief creative officer, FCB Ulka

Bhavesh J Kapadia from Cutawayy Films is not a director. He is so much more than that. When he takes on a job, he’ll put on the hat of the director, the producer, the writer, the marketing manager, and even the viewer. But more than anything else, Kapadia is first a solid partner. I’m not saying that you should go on a holiday after you hand him the job, but I’m saying that with him around, you know you can.