Speaking at Goafest 2018, Sidharth Malhotra symphatised with the advertising industry as he spoke about the challenge agencies face when it comes to creating 30-second commercials.
He said, "It is so challenging to say something in 30 seconds. With digital around, we get the liberty for longer format films, and they could work."
Malhotra had worked with Vinil Mathew of Breathless Films for Hasee Toh Phasee and stated the differences between an ad-film director and other directors.
"It was terrifying. He made me work real hard. He noticed lots of small things.I think it comes from the hard work of directing an ad film. He has his own methods and has a special way of working."
Malhotra also opened up about brand associations and the ones he would like to work with. "I tell my team, I love bikes and would love to be brand ambassador for a bike brand. On other associations, it helps being a first. I was the first Indian brand ambassador for Pepe, a brand I liked growing up."
He ended his talk with Mitrajit Bhattacharya, president and publisher, Chitralekha Group, with a piece of advice, "When things don't go your way, you can't do much. You know you have to work harder. It's tougher to handle success."
Earlier in the conversation, he had listed four advertising films he loved while growing up: