Winning Photo – The New Indian Express

0

Express press service

BENGALURU: When Karthik Vijayamani from Bengaluru traveled to Dubai in 2014 for a job in the science and technology industry, he had no idea that filmmaking was his calling. But having produced several short film projects over the past eight years, Vijayamani was recently recognized for his contribution after winning the Gulf Achievers Award 2022 as the best short film content creator in Dubai. He has been recognized for his projects Dad Says, Dance Battle 2022 and Chords of Love.

Now, having gained recognition in the United Arab Emirates, Vijayamani feels things have worked out for him after his company, Avighna Productions, redefined the concept of advertising. “Our production house did several commercials. While working on these projects, we thought about taking a different approach. We took a more narrative path in a short film format. We thought this would help us better convey a message to the audience,” Vijayamani says of their work which also incorporated a few Bollywood celebrities to help the project reach a wider audience.These short films were released in Dubai and Sharjah.

Apart from making short films, Vijayamani’s production house has also created fan anthems for Indian Premiere League (IPL) teams Chennai Super Kings, Royal Challengers Bangalore and Mumbai Indians. Of these three, CSK’s titled “#CSKReturns Anthem” particularly made the rounds at IPL 2019 and has over 3.6 million views on YouTube.

“Making music for IPL is a challenge due to intense competition. There are thousands of people making IPL songs. The game is not just about making the song, but how we choose to market. A bad marketing strategy can ruin the success of a good song, in our case we created a movie that said whoever in the audience will dance to the first beats of the song and post it on social media, we’ll give it a gold coin if it gets a lot of views. This strategy worked for us,” he shares.

Vijayamani believes that the content creation industry in the UAE is different from that of India. “The biggest challenge is that the people of Dubai are not easily accessible. First I had to get acquainted with all the best sheikhs in Dubai and have a healthy relationship with them.

Once I started gaining their trust, things started to get easier. In 2018, they gave me an opportunity to make a song about purposeful people, which is the official term for specially disabled citizens in Dubai. We made an album with determined people that year. The success of this project has opened many doors for me,” he concludes.

BENGALURU: When Karthik Vijayamani from Bengaluru traveled to Dubai in 2014 for a job in the science and technology industry, he had no idea that filmmaking was his calling. But having produced several short film projects over the past eight years, Vijayamani was recently recognized for his contribution after winning the Gulf Achievers Award 2022 as the best short film content creator in Dubai. He has been recognized for his projects Dad Says, Dance Battle 2022 and Chords of Love. Now, having gained recognition in the United Arab Emirates, Vijayamani feels things have worked out for him after his company, Avighna Productions, redefined the concept of advertising. “Our production house did several commercials. While working on these projects, we thought about taking a different approach. We took a more narrative path in a short film format. We thought this would help us better convey a message to the audience,” Vijayamani says of their work which also incorporated a few Bollywood celebrities to help the project reach a wider audience. These shorts were released in Dubai and Sharjah. In addition to directing shorts, Vijayamani’s production house also created fan anthems for Indian Premiere League (IPL) teams Chennai Super Kings, Royal Challengers Bangalore and Mumbai Indians.Among these three, CSK’s one titled “#CSKReturns Anthem” particularly made the rounds at IPL 2019 and has over 3.6 million views on YouTube.”Making music for IPL is a challenge due to the intense competition. There are thousands of people doing IPL songs. The game isn’t just about making the song, but how we choose to market it. A bad marketing strategy can ruin the success of a good song. In our case, we created a movie that said whoever in the audience will dance to the first beats of the song and post it on social media, we’ll give them a gold coin if they get a high number of views. This strategy worked for us,” he shares. Vijayamani believes that the content creation industry in the UAE is different from that of India. “The biggest challenge is that the people of Dubai are not easily accessible. First I had to get acquainted with all the best sheikhs in Dubai and have a healthy relationship with them. Once I started gaining their trust, things started to get easier. In 2018, they gave me an opportunity to make a song about purposeful people, which is the official term for specially disabled citizens in Dubai. We made an album with determined people that year. The success of this project has opened many doors for me,” he concludes.

Share.

About Author

Comments are closed.