Advertising & Music
My first tryst with commercial music started in a studio called Vani Darshan opposite Public garden, nampally,Hyderabad
I met Mr.Azaad, who wanted me to tune a jingle for a radio ad for ECTV. This was for a
Reputed ad agency I jumped into it right away and using a small casio CT series which had a very complicated step sequencing function, I tuned three options and it was right away accepted by all. Mr.chandrasekhar and mr.Kashyap were the account managers at that time in RKswamy agency who interacted for quite a few jingles after. Sad that Kashyap is no more with us now and my prayers for his soul to rest in peace.
Azaad was just not a client but became a good friend and well wisher over the years.Through him I met Ms.Sathyavathi, Mr.Venkat and many others for whom I composed several Jingles.
Much later in the year 1994 two marketing executives, Preeta and one more girl ( pardon me for my bad memory) working with Times radio helped me get the order for composing the jingles of “Padmini Fans” of Sujana Industries.
This was a turning point in my career,I had recorded this jingle in Mumbai with the help of my writer friend Mr.Manohar Iyer (my brothers collegue ) in Kumar sanu’s studio at Juhu .The engineer’s name was also Sanu who later recorded the songs of my second film “Warning” in telugu.
After Padmini jingle there was a lull for a long time as not many agencies locally appreciated my way of working and my budgets. My budgets were way above their expectations and it took time for me to reestablish in this segment and find appropriate clientle.
When agencies were not favourable; I floated my own agency “Eldritch communications” and started approaching companies directly for advertising jingles and other allied works.
An old friend Krishna Mohan who was an art director and colleague in an agency, I used to work before came along and joined hands to help me out in designs and printing too.
So we started of as a team and went on to do quite a no of assignments of printing,jingles and offer other creative services.
Though I could not make it a big and happening agency, we worked for local firms like Linkwell tech, A tools company, Ampro, Amrutanjan Ltd,a couple of schools etc and it was good enough for us in those times.
Mr.Prakash who owned a DTP centre and Mr.Bapineedu of Kalajyothi press were amongst those who extended their support for our business.
I then scored music for Tata Rallis Agro and a few more till again Sujana Industries had a new product launch for which they asked me to score music for 7 fashion sequences launching each of their product range.
This was a typical work of fusion,trans,techno etc genres which are my core areas of interest and passion.
I did experimental mixes of sitar and techno music reflections of which appear in my later works of the film Gulabi too.
I always liked to mix the “chaati”, that is the high notes of the tabla in echoing frequencies with trans swells and pads.
Occasional flute with a lot of unending reverb were my choices.The music however brought Rasool Ellore and Venkat Kuchipudi to me Who were instrumental in getting me to meet Film Director,Krishna Vamsi later.
Before Gulabi happened I made another adventurous leap into the world of computer animation which was way ahead of times then.
I ventured to buy a 2lakh worth “Amiga Commodore” and using dpaint and other softwares like scala Myself,Krishna mohan,Kishore and ravi teja have worked 30 days and nights to churn out a decent animation episode of 18mts titled “Adivilo Allari”, for a Producer by name Venkat ram reddy meant to be telecast for DDK.
Every frame was literally drawn using the mouse and a paint software to color it. These were times when we still had the 386 pentium in the markets in India
However, the project couldn’t see the light because of other commercial terms not working out between us and the investors.
So not knowing, what to do next and how to recover the capital invested on the system I tried my best in initiating animation requirements for various institutions including the Birla science Planetarium too.
However, most of those proposals were in vain and I was stuck with the system and my investment on it.
It was kind on the part of Mr.Chandrasekhar ,manager of Andhra bank and a friend Mr.Kishore Singh to have advised me to obtain financial assistance from the institutions for my computer systems.
Later the agency fragmented after my entering into films and I continued to do Jingles as an individual.
This is when I met Mr.Bhanu Prasad an independent Ad film maker and his wife Ms.Kalyani a copy writer with whom I happened to do several Jingles starting with our first client Richimen Silks and then to add up to our list were Durga Ghee, Shakthi gas, Super Gas, Lawrence and Mayo,Yashoda hospital,J.C.Bros,R.S.Bros,Swastik masale,deepika leasing & finance,Relaxwell etc.,
Late.Mr.Arjunan of matchline studios, Ajith, Vijay, Allani Sridhar, Madhumahankali,Mr.shrinivas Iyer & Annapurni , Mr.Mani shankar are some of the other film makers who used to frequently approach me for their Jingle Music requirements mostly.
Below is the list of some of the jingles I remember to have done
Vizag Steel Plant, Hepatitis-B vaccine campaigns, TDP electronic media campaigns
ILO – International Labour Organisation, Lok Satta Party Signature tune, JVS verner Ladders, Priya toffees, Bambino ready mix, Keeline stabilizers, Puthur Thylum, Ashwini hair oil, Gianey Silks, Bommana Bros, Scallops Ice cream, Pan America Ramoji Film City, Indu projects, L&T, Delloitte, Microsoft, Vijay Electricals, Macromedia, Maha Cement
Thums up ads telugu, Fire condoms, Estelle jewellery model Kaitrina kaif, Priya Concrete readymix
Birla ready mix, Maytas, Gati Cargo, Airtel adbhutham Jingle, NCC, Andhra bhoomi, Eanadu, Andhra jyothi, Swastika masala, Anand masala, JC bros, RS bros, Umrao hospitals Mumbai, PEBS Pennar, Sri chakra cements, Young ever Ayurveda, Divya Shakti Group.
There is a lot more to update in this chapter hope to do it on a later date.
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