There is a new production house on the scene - Sleepwalkers United, founded by Natashaa Selim and Shaun Moitra.
While Selim has experience as a producer from other production houses and has also been with the channel Zoom, Moitra is a line producer who is said to have worked on over 450 TVCs.
Commenting on their reason to launch the new production house, Selim said, "We believe that the advertising production industry has become increasingly chaotic. There are a zillion production houses, budgets are rapidly decreasing, clients are getting more and more involved in the process and their expectations are increasing. There is an industry wide access to global talent - which can get quite confusing. We believe that the pooling of resources is the only way to ensure that the quality of films does not suffer. Each to his or her own mentality has to be replaced with a spirit of partnership and collaboration."
On the space they hope to carve in the Indian market where there are so many production houses already, she said, "Yes, there are countless production houses in existence - every day one is opening and two are shutting down and the competition is cut-throat. We have seen while working for other production houses how the quality of service provided to the agencies is often compromised. While good production and good films are important - we strongly feel what is the most important is the degree of ease with which exceptional quality of service is provided by us. It is our commitment to support the creative and account management alike because we understand that by the time they come to us, they are already slaves to crazy deadlines and relentless client demands. We are producers who have come together to run this production house SleepWalkers United - our expertise is production. Our commitment is - 'Commercials & Commerce - Conscious Quality Servicing & Production'."