Two decades in the industry, over 300 films to his credit, yet, he feels as nervous every time he directs. Meet Prasoon Pandey, Founding Director, Corcoise Films

Media pundits claim that his moment of glory is the Ericsson cell phone ‘one black coffee’ commercial way back in 1996 (also the first Indian commercial to win at Cannes). But ask Prasoon Pandey, Founding Director, Corcoise films of his biggest achievement and the reply will surprise you. “In year 2001, the ad club had declared a best of the millennium commercial by selecting a total of 10 commercials from their previous year winners. And surprisingly, out of the 10 short-listed commercials, around 8 commercials were my films and the final commercial that won the title was also mine (the Feviquick-fishing rod commercial!).” And since then, Prasoon swears that every single day, everything’s been flowing the same way for him.

The veteran director, who has now over 300 films to his credit, started Corcoise in 2001 along with Cyrus Pagdiwala, his co-worker at Highlight Films. Soon, he got the pharma major, Pfizer as his first client. Nevertheless, though his six years at Highlight grilled him enough to learn the nuances of the trade, he was never interested in the intricacies of numbers. He admits, “The numbers never interested me. Not even when I worked as a creative director at Lintas or Highlight Films.” But the one thing that really triggers him is his own space for creativity. And that was the only reason for which he started his own production outfit. This also allowed him to be very selective at his work, as he says, “My biggest fear is that if I take too much of work, then I will start repeating.”

Undoubtedly, for a man who has been a name to reckon with in the industry, it’s a Herculean task to determine his favourite work. But Prasoon does that job seamlessly and admits that the recent Fevicol- moochwali campaign has been creatively stimulating for him. But simultaneously, he also unraveled his biggest secret and revealed, “Even today, when I start making a film, I find myself as nervous as my first one.” Words of reality many would find hard to believe, but probably that’s the exaggerated mantra, which has made Prasoon deliver the best year after year.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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