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Advertising loves two things:
Cute kids and perfect moms.

But real relationships aren’t always that neat.

@polyvynil and @donraja169 talk about why they’re tired of the “cute kid loving mom” trope and why ads should show more honest, imperfect family dynamics.

Watch EP 7 of ‘Can I just record this?’ now live on YT. Link in bio.

Some of the most iconic things in advertising… are happy accidents.

@polyvynil shares the story behind Cadbury’s unforgettable “Kiss Me” jingle how it was originally recorded as a rough track by a choir singer (who had her 10th boards the next day)… and somehow ended up becoming the final version we still hear today?!

Watch EP 7 of ‘Can I just record this?’ now live on YT. Link in bio!

Thank you amazing people for making this happen ❤️.

@rajasibhave @garimasrivastav9
@zubin_shah rajatpandey22
@ryancarlo19 @vinit1984 @yashimayadav @priyabaldwa19
@swadhashetty @shwvenkat
@malay_prakash @artmonks_ / @maddymad06 @aanchalvimla
@proteamfilms_india
@anti.casting @tanya_oak
@alabkbala @karan.malhotra8
@teal0ck / @boing_recording_studios @d.raashii @j_quee_n
@shazma70
@vineeshvijayan.color @studioskwer
@acousticwithamit / @sallysfilms
@sanmik101
@kalyani.kul
@__rohiitttt__ @elrichgomes
@iam_aloka#Flipkart #FlipkartAd#IndianAdvertising#CampaignFilm #IndianAds

No toxic intensity. No over-the-top promises. Just understanding, patience, and growing together.
Years later, and it still sets the standard! ♥️🥹

#HaseeTohPhasee re-releasing at PVR INOX on March 6!
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#SidharthMalhotra #NamitShah #ParineetiChopra #AnshikaaShrivastava #AdahSharma #DharmaMovies #CuratedShows

No toxic intensity. No over-the-top promises. Just understanding, patience, and growing together.
Years later, and it still sets the standard! ♥️🥹

#HaseeTohPhasee re-releasing at PVR INOX on March 6!
.
.
.
#SidharthMalhotra #NamitShah #ParineetiChopra #AnshikaaShrivastava #AdahSharma #DharmaMovies #CuratedShows

No toxic intensity. No over-the-top promises. Just understanding, patience, and growing together.
Years later, and it still sets the standard! ♥️🥹

#HaseeTohPhasee re-releasing at PVR INOX on March 6!
.
.
.
#SidharthMalhotra #NamitShah #ParineetiChopra #AnshikaaShrivastava #AdahSharma #DharmaMovies #CuratedShows

No toxic intensity. No over-the-top promises. Just understanding, patience, and growing together.
Years later, and it still sets the standard! ♥️🥹

#HaseeTohPhasee re-releasing at PVR INOX on March 6!
.
.
.
#SidharthMalhotra #NamitShah #ParineetiChopra #AnshikaaShrivastava #AdahSharma #DharmaMovies #CuratedShows

No toxic intensity. No over-the-top promises. Just understanding, patience, and growing together.
Years later, and it still sets the standard! ♥️🥹

#HaseeTohPhasee re-releasing at PVR INOX on March 6!
.
.
.
#SidharthMalhotra #NamitShah #ParineetiChopra #AnshikaaShrivastava #AdahSharma #DharmaMovies #CuratedShows

𝗖𝗼𝗺𝗺𝗲𝗻𝘁 ‘𝗚𝗔𝗠’ 𝘁𝗼 𝗴𝗲𝘁 𝘁𝗵𝗲 𝗹𝗶𝗻𝗸 𝘁𝗼 𝗜𝗻𝗱𝗶𝗮’𝘀 𝘁𝗼𝗽 𝟭% 𝗗𝗶𝗿𝗲𝗰𝘁𝗼𝗿𝘀’ 𝗥𝗼𝘂𝗻𝗱𝘁𝗮𝗯𝗹𝗲 𝟮𝟬𝟮𝟲 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗗𝗠!

With AI rapidly reshaping creative industries, what do directors feel about it? #GoodAdsMatter

At the Good Ads Matter Roundtable with India’s Top 1% Directors, Vinil Mathew @polyvynil, co-founder & director at Breathless Films @breathlessfilms, Indrasish Mukerjee @mr.nicecat, director at Footloose Films @footloosefilms and Akanksha Seda @akankshaseda, director at Good Morning Films @goodmorningfilms shared their perspective on AI, a topic that has now become central to the advertising landscape. They discussed the impact that AI might bring about in the industry and what it means for human creativity.

They explained that AI will provide a new platform, making filmmaking accessible to everyone. It could open up pathways for truly creative people, especially those who do not have access to traditional filmmaking, allowing them to bring their ideas to life.

However, the democratisation of AI makes human creativity more important than ever. As filmmaking tools become readily available to everyone, original ideas and perspectives are what will help creators stand out.

Even as people turn to AI for generating ideas, it cannot truly grasp lived experience. The small, everyday truths and emotional nuances that make stories resonate are things only humans understand.

Panel Moderator: Sneha Iype @snehaiype | Nirvana Films @nirvana.films

Supported by: invideo @invideo.io
Creative/Production Company: Purpose Studios @purpose.studios
Knowledge Partner: Manifest @manifestmediaindia

Want to hear more from India’s Top 1% Directors?

Head to the link in our bio to watch the entire Roundtable!
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Good Ads Matter Awards live now!
Enter here: goodadsmatter.com/awards

𝗖𝗼𝗺𝗺𝗲𝗻𝘁 ‘𝗚𝗔𝗠’ 𝘁𝗼 𝗴𝗲𝘁 𝘁𝗵𝗲 𝗹𝗶𝗻𝗸 𝘁𝗼 𝗜𝗻𝗱𝗶𝗮’𝘀 𝘁𝗼𝗽 𝟭% 𝗗𝗶𝗿𝗲𝗰𝘁𝗼𝗿𝘀’ 𝗥𝗼𝘂𝗻𝗱𝘁𝗮𝗯𝗹𝗲 𝟮𝟬𝟮𝟲 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗗𝗠!

When we think about the early days of our careers, there’s always a handful of moments that still make us smile.

At the Good Ads Matter Roundtable with India’s Top 1% Directors’, Vinil Mathew @polyvynil, Co-founder & Director at Breathless Films @breathlessfilms, took everyone back to his beginnings… instantly lifting the mood in the room. He spoke about a time when directors seemed to follow an unspoken dress code of statement cowboy hats, almost as if lookingthe part was half the job.

And then there was Vinil, who was once told he didn’t quite “look” like a director. It’s funny how perception works, especially when talent quietly goes on to redefinewhat a director can be.

Vinil Mathew is behind some of India’s most iconic campaigns-from Imperial Blue’s ‘Men Will Be Men’ to Times of India’s ‘Aman Ki Asha’-alongside feature films like Hasee Toh Phasee and Haseen Dilruba.

Panel Moderator: Sneha Iype @snehaiype | Nirvana Films @nirvana.films

Supported by: invideo @invideo.io
Creative/Production Company: Purpose Studios @purpose.studios
Knowledge Partner: Manifest @manifestmediaindia

Want to hear more from India’s Top 1% Directors?

Head to the link in our bio to watch the entire Roundtable!
.
.
.
Good Ads Matter Awards live now!

𝗖𝗼𝗺𝗺𝗲𝗻𝘁 ‘𝗚𝗔𝗠’ 𝘁𝗼 𝗴𝗲𝘁 𝘁𝗵𝗲 𝗹𝗶𝗻𝗸 𝘁𝗼 𝗜𝗻𝗱𝗶𝗮’𝘀 𝘁𝗼𝗽 𝟭% 𝗗𝗶𝗿𝗲𝗰𝘁𝗼𝗿𝘀’ 𝗥𝗼𝘂𝗻𝗱𝘁𝗮𝗯𝗹𝗲 𝟮𝟬𝟮𝟲 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗗𝗠!

What if self-doubt is part of the process? #GoodAdsMatterRoundtable

At the Good Ads Matter Roundtable with India’s Top 1% Directors, Vinil Mathew @polyvynil , Co-founder & Director at Breathless Films @breathlessfilms , opens up about something rarely spoken about—self-doubt.

He shares how he often underplays his own work, always seeing room to push it further. It’s only after the work is out in the world, and received with appreciation, that he allows himself to believe it’s good.

A vulnerable, deeply relatable reflection on confidence, craft, and the quiet pressure to keep doing better…where doubt doesn’t slow you down, but fuels the next leap.

Vinil Mathew is behind some of India’s most iconic campaigns—from Imperial Blue’s ‘Men Will Be Men’ to Times of India’s ‘Aman Ki Asha’—alongside feature films like Hasee Toh Phasee and Haseen Dilruba.

Panel Moderator: Sneha Iype @snehaiype | Nirvana Films @nirvana.films

Supported by: invideo @invideo.io
Creative/Production Company: Purpose Studios @purpose.studios
Knowledge Partner: Manifest @manifestmediaindia

Want to hear more from India’s Top 1% Directors?

Head to the link in our bio to watch the entire Roundtable!
.
.
.
Good Ads Matter Awards live now!
Enter here: goodadsmatter.com/awards

Every bill paid. Every excuse gone. Except one. 😄

In PhonePe’s Haircut film, a simple insight turns into a story every middle-class home recognizes- a dad determined to step out. A plastic bag that’s in every house but no one knows where from. And a son who can’t cook.

In this conversation, @donraja169 shares how the idea came from a real-life moment (and took days to crack), while @polyvynil talks about the tiny details - the cap, the plastic bag, the lived-in realism that made the film land truthfully.

Watch the full episode on YouTube.
Link in bio! 🎙️

We all tripped on the Imperial Blue ghazal and laughed at every single film in that campaign, every single time it came on TV. But did you know the story behind it?

Catch @polyvynil as he breaks down this film and many more of his iconic campaigns in the IFP x CIJRT live episode. 🎙️

Now playing on YouTube. Link in bio!

New work!Thanks to @dalip.daniel ( for both the film and amazing lyrics along with @amitabhbhattacharyaofficial ) . Got to work with my favourite @gahlautajay after eons !Thanks @amarmangrulkar @abhisheknailwal @hamsika.iyerofficialbeen missing doing a jingle for the longest time ! @yashvitabhasin and @sanmik101 for the montage shots ! @nipun_amlani @aanchalvimla and @whykunalfor doubling up as cast . @tanaysatam @mobiusme @teal0ck @vineeshvijayan.color @shwvenkat for being the best collaborators @swadhashetty and @breathlessfilms team for pulling this through 🥂

We’re thrilled to announce Vinil Mathew as speaker at IFP 15!

He is regarded as one of India’s leading advertising and film directors, noted for transforming everyday moments into memorable narratives that have become cultural reference points. A graduate from the Film and Television Institute of India (FTII), Pune, he later studied as an exchange scholar at the HFF, Munich.

Mathew’s early long-form work includes The Chosen One (2003), an award-winning coming-of-age film for STAR TV. He made his feature debut with the widely admired romantic comedy Hasee Toh Phasee (2014), recognised for its distinctive tone, strong performances and popular music. His most recent film, the pulpy romantic thriller Haseen Dillruba (2021), released on Netflix, became one of the platform’s most-watched Indian titles.

In parallel with his feature work, Mathew has directed more than 500 commercials, shaping several iconic campaigns for Cadbury, Vodafone, Nescafé (including the award-winning “stammering stand-up”), Imperial Blue’s “Men Will Be Men,” MP Tourism’s hand-shadowgraphy film and the Times of India’s “Aman Ki Asha,” among many others. His recent two-minute Flipkart ensemble spot featuring 14 celebrities trended widely for its scale, humour and music.

Through his production house, Breathless Films, he continues to create work defined by warmth, humour and characters rooted in everyday life 🌟.

Catch him live on the stage of IFP Festival 15!

Grab your passes now. Link in bio.

📍 Mehboob Studios, Mumbai
🗓️ 29th & 30th November

#ifp15 #ifpfilmfestival #ifpfestival #design #designer #mehboobstudios #festival

We’re thrilled to announce Vinil Mathew as speaker at IFP 15!

He is regarded as one of India’s leading advertising and film directors, noted for transforming everyday moments into memorable narratives that have become cultural reference points. A graduate from the Film and Television Institute of India (FTII), Pune, he later studied as an exchange scholar at the HFF, Munich.

Mathew’s early long-form work includes The Chosen One (2003), an award-winning coming-of-age film for STAR TV. He made his feature debut with the widely admired romantic comedy Hasee Toh Phasee (2014), recognised for its distinctive tone, strong performances and popular music. His most recent film, the pulpy romantic thriller Haseen Dillruba (2021), released on Netflix, became one of the platform’s most-watched Indian titles.

In parallel with his feature work, Mathew has directed more than 500 commercials, shaping several iconic campaigns for Cadbury, Vodafone, Nescafé (including the award-winning “stammering stand-up”), Imperial Blue’s “Men Will Be Men,” MP Tourism’s hand-shadowgraphy film and the Times of India’s “Aman Ki Asha,” among many others. His recent two-minute Flipkart ensemble spot featuring 14 celebrities trended widely for its scale, humour and music.

Through his production house, Breathless Films, he continues to create work defined by warmth, humour and characters rooted in everyday life 🌟.

Catch him live on the stage of IFP Festival 15!

Grab your passes now. Link in bio.

📍 Mehboob Studios, Mumbai
🗓️ 29th & 30th November

#ifp15 #ifpfilmfestival #ifpfestival #design #designer #mehboobstudios #festival

We’re thrilled to announce Vinil Mathew as speaker at IFP 15!

He is regarded as one of India’s leading advertising and film directors, noted for transforming everyday moments into memorable narratives that have become cultural reference points. A graduate from the Film and Television Institute of India (FTII), Pune, he later studied as an exchange scholar at the HFF, Munich.

Mathew’s early long-form work includes The Chosen One (2003), an award-winning coming-of-age film for STAR TV. He made his feature debut with the widely admired romantic comedy Hasee Toh Phasee (2014), recognised for its distinctive tone, strong performances and popular music. His most recent film, the pulpy romantic thriller Haseen Dillruba (2021), released on Netflix, became one of the platform’s most-watched Indian titles.

In parallel with his feature work, Mathew has directed more than 500 commercials, shaping several iconic campaigns for Cadbury, Vodafone, Nescafé (including the award-winning “stammering stand-up”), Imperial Blue’s “Men Will Be Men,” MP Tourism’s hand-shadowgraphy film and the Times of India’s “Aman Ki Asha,” among many others. His recent two-minute Flipkart ensemble spot featuring 14 celebrities trended widely for its scale, humour and music.

Through his production house, Breathless Films, he continues to create work defined by warmth, humour and characters rooted in everyday life 🌟.

Catch him live on the stage of IFP Festival 15!

Grab your passes now. Link in bio.

📍 Mehboob Studios, Mumbai
🗓️ 29th & 30th November

#ifp15 #ifpfilmfestival #ifpfestival #design #designer #mehboobstudios #festival

Our next one for MMT!