An exclusive interview with Sharat Kumar, Director of Crazy Few Films, a dynamic advertising and film production house
In this exclusive interview, we speak with Sharat Kumar, the visionary Director of Crazy Few Films, a dynamic advertising and film production house.
With a passion for storytelling and a knack for innovation, Sharat shares his insights on the evolving landscape of film and advertising, as well as the creative processes that drive his successful projects.
Can you share what initially drew you to the world of film and advertising during your time at York University?
Sharat Kumar: To be honest, it’s always been stories. In college in Mumbai, I was intrigued by the universe of pictures and stories, but while I was at York University is when that passion grew.
It was extremely invigorating on student film sets as well— doing it all ourselves: operating lights, boom mic, painting walls for production design, handling the camera, lenses etc. That in-your-face exposure let me see the craft in the midst of a production chaos.
And honestly, coming back to India it was just about somehow breaking in. And advertising just became that path which I grew to love—a place where you could punch hard with stories within 30 seconds or less. That challenge really energized me.
How has your experience in Toronto influenced your creative approach after returning to India?
Sharat Kumar: Toronto was a drastic shift in the level of organization there was. Every role had its definition, and there was an excellent culture of respecting the process.
Coming back to India, I carried some of that back with me— and integrated it into the style of functioning here. It isn’t one over the other, just a combination of the two, to get work done.
I believe what it actually did was make me more of a collaborator, more attended to how all the moving pieces come together to create a solid visual story.
How do you approach the process of shaping narratives for different brands? Can you walk us through your creative process?
Sharat Kumar: It begins with the story that the brand wishes to tell. For me, it’s never really about filming a script—it’s about finding the emotional or visual hook that will lift that story up.
I like to sit down with the creative teams, understand the root of the brief, and then figure out how to make it more human, more subtle.
Through casting, through framing, through even music—everything has to support that one key emotion. And that I never save anything for later—.one of the greatest things often occurs on the day.
What trends do you see currently shaping the advertising landscape, and how is Crazy Few Films adapting to these changes?
Sharat Kumar: We’re definitely in a platform-oriented period that’s fast-moving. It’s not about one big film anymore but many smaller, sharp ones targeted at different segments.
Attention spans are shorter, and brands want volume at the expense of no narrative. We’ve become more responsive, more fluid at Crazy Few.
We’ve built a strong internal crew that can get good out the door fast, and we’re always looking at how tech—either pre-viz tools or data insights—can keep us ahead creatively.
What are some of the biggest challenges you face in the film production and advertising industry, and how do you overcome them?
Sharat Kumar: The biggest one is probably balance—finding that sweet spot between the brand’s need to communicate something clearly, and our need to tell a compelling story.
Budgets and timelines are tighter than ever, but that’s where creativity thrives, honestly. We’ve learnt to be agile, to think on our feet. A strong team helps, so does a good sense of humour.
Can you discuss one of your most memorable campaigns, and what made it stand out?
Sharat Kumar: One that immediately springs to mind is the ‘Will of Change’ film that we produced for ITC Sunfeast Mom’s Magic. It was powerful because it was not just a product film—it started a conversation.
Working with such a great talent as Shefali Shah certainly added credibility to the message. We tried to tell the story in a very realistic, filmic way, and the fact that people were able to connect with us—that’s what makes it memory-wise.
What advice would you give to young filmmakers and advertisers looking to make their mark in the industry?
Sharat Kumar: Stay on. Be curious. Help out, pay attention to everything, and don’t leap at the desire to be in control. There’s so much you can do just by being on set.
And also don’t get discouraged by limitations—they usually result in the most innovative ideas. And keep yourself updated.
The industry evolves rapidly, and the key to remaining relevant is evolving without losing your voice. Also, be patient. Sometimes the magic is in the churn.
As we conclude our conversation with Sharat Kumar, it’s clear that his dedication to pushing creative boundaries continues to shape the future of Crazy Few Films.
His unique perspective on storytelling and advertising not only inspires aspiring filmmakers but also sets a benchmark for excellence in the industry.
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