For almost two decades Equinox has hand-crafted some of India’s most path-breaking and memorable commercials, ranging from the evergreen Hamara Bajaj anthem to the celebrated Happydent White film and, now, the Himani Fast Relief blockbuster that is currently the rage of the fraternity.

Along the way there has come together a diversity of directorial talent – Sumantra Ghosal, Ram Madhvani and Milind Dhaimade – who, between them, have the maturity and range of experience to shine in every cinematic genre.

But Equinox is not resting on its laurels.  We are constantly on the search for new talent. And this has led us to add two new directors to our roster:  Sameer Puri, and Vikash Nowlakha.

These are people of vision and craft. And, very valuably, of proven mettle.

Sameer apprenticed in advertising filmmaking before starting his own company. But now, tiring of his joint responsibilities as director and producer, Sameer has decided that his calling is to direct. Enter Equinox. With an established production company to take care of the details, Sameer is finally free to fall in love with cinema again.

Vikash is, without exaggeration, an extraordinary cinematographer with an eye for both detail and design. He has an overwhelming need to express himself through the language of the visual – through composition and lighting and movement.  And Equinox feels there is a need in advertising today for his visionary voice to be heard.

Two directors from very different backgrounds. But, with one common need – to realise their dreams unshackled from the chains of production.

Equinox is proud to be part of their creative journeys.

Helming this abundance of energy is Manoj Shroff. Having worked his way up the ranks from assistant to director and, now, producer at Equinox, Manoj brings discipline to our creativity. His organizational skill keeps Equinox supple and its directors free to do their job.

It is a strength that has not gone unnoticed.

Over the years Equinox has worked with every major client and every major advertising agency in the country. Emotional, slapstick, earthy, stylish, classical, contemporary – we have done it all. (Some of it even began with us.)

Along the way there have been awards aplenty. Besides being feted at London, Clio and Cannes, Equinox is the only producer in the country to win “IAAFA Best Production House” three years in a row.

An interesting aside that marks our longevity: Sumantra and Ram have both won Cannes lions… but 14 years apart! (Sumantra won in 1986 and Ram in 2000.) And, just to show our continuing fondness for the French, in 2007 Ram won at Cannes again.

We started making films before the advent of television in India; today Equinox is still seen to be at the cutting-edge of advertising filmmaking. And so, clients and agencies return to us year after year.

In the fickle world of advertising, where today’s flavour is tomorrow’s has-been, that is the best compliment there is.