240+ television commercials have been produced and broadcast across national and regional channels - from 30-second product TVCs to 90-second corporate films. Every commercial begins with a storyboard and ends with a broadcast-certified master file.
Opening - Brand Problem
Establish the emotional context - the moment before the brand enters the story. No product. No logo. Just the human situation the brand will resolve.
Television advertising operates on a principle that digital advertising cannot replicate: it reaches audiences who are not currently searching for your product. Search advertising captures existing demand. Television creates it. A well-produced brand commercial seen at a frequency of 5–7 exposures moves audiences from unawareness to consideration without requiring a single click.
The creative quality of a television commercial determines whether the production cost was an investment or an expense. A commercial that does not communicate the right message to the right audience in the right emotional register will air the same number of times as a brilliant one - but produce a fraction of the commercial impact. The creative work is the leverage. The media buy is the amplifier.
Every commercial produced here begins with a creative brief that defines the audience, the message, the tone, and the success metric - before a script is written or a location is scouted. The camera follows the brief. The brief follows the business objective.
Opening - Brand Problem
0:00 - 0:05Wide establishing shot - warm interior light, single figure, ambient sound only
Establish the emotional context - the moment before the brand enters the story. No product. No logo. Just the human situation the brand will resolve.
Conflict - The Pain Point
0:05 - 0:12Close-up on hands, face, or the specific point of friction
Transition - Brand Entry
0:12 - 0:18Product in context of use - hero shot with ambient motion
Resolution - Brand Benefit
0:18 - 0:25Echo of opening frame - same location, transformed emotional register
Close - Pack Shot & CTA
0:25 - 0:30Product/pack shot on clean background - brand colours only
The 5-frame structure above applies to a 30-second commercial. 60-second and 90-second formats expand frames 02–04 to accommodate additional narrative depth.
Brand TV Commercial (TVC) Production
30-second, 60-second, and 90-second brand commercials are produced from script through final broadcast master - concept, storyboard, shoot direction, post-production, sound design, and delivery in all required broadcast specifications.
Product & Feature Commercials
Product launch commercials, feature demonstrations, and promotional films are produced with on-screen text graphics, product photography integration, and voiceover that communicates the product's value within the commercial's time constraint.
Regional & Language Adaptation
Original commercials are adapted into Tamil, Telugu, Kannada, Malayalam, Hindi, and Marathi language versions - with culturally appropriate voiceover, on-screen text localisation, and casting adapted to the regional market.
Digital Pre-Roll & Streaming Ads
15-second pre-roll, 6-second bumper, and extended digital formats are produced from the same master creative as the broadcast commercial - optimised for YouTube, Hotstar, JioCinema, and OTT platform specifications.
Corporate & Institutional Films
Corporate profile films, investor presentation videos, employee communication pieces, and CSR films are produced to broadcast visual standards - structured for internal distribution, investor platforms, and event screening.
Jingle & Audio Brand Design
Original brand jingles, sonic logos, and broadcast audio identities are composed, recorded, and delivered in broadcast-master audio specifications - with variations for 5-second, 10-second, and 30-second commercial durations.
A television commercial moves through four distinct phases - each with defined deliverables, client approval gates, and a clear handoff to the next phase. Click each phase to see every task it contains.
Pre-Production
Wk 1–3
Creative brief - audience, message, tone, budget, regulatory requirements
Concept development - 2–3 treatments with visual direction and script
Storyboard - approved concept drawn to frame level
Location scout / set design - venues confirmed and photographed
Casting - talent shortlisted, auditioned, contracted
Crew brief - director, DOP, sound recordist, production designer confirmed
Shot list and shoot schedule - hour-by-hour production plan
Broadcast regulatory review - ASCI and Doordarshan standards checked
Three commercial productions documented - each with the creative challenge, the production approach, and the measurable commercial outcome.
Jewellery & Luxury Retail · 8 weeks · 2025
Aurelia Jewellery - 60-Second Brand TVC for National Television
Jewellery advertising in India operates within a category visual language that has been established over decades - bridal settings, family occasion scenes, warm gold colour grading, and aspirational lifestyle imagery. A new entrant cannot simply replicate this language and expect to be differentiated. Aurelia's positioning - jewellery for the contemporary woman who wears tradition on her own terms rather than on prescribed occasions - required a visual approach that referenced the established category language just enough to be recognisable as jewellery advertising, while departing from it just enough to be recognisably Aurelia.
The commercial was built around a single narrative thread - a woman getting dressed alone, in daylight, without the wedding or festival occasion context that the category uses as its primary justification for jewellery. The jewellery appeared as a personal choice rather than a social requirement. The voiceover was written in Tamil with a conversational register - not the reverent, aspirational register of category convention. The colour grade was deliberately cooler than the warm gold standard of jewellery advertising - communicating modernity while retaining the warmth required to make the jewellery itself look beautiful.
Outcomes
4 nets
Tamil channels - broadcast simultaneously
60s
Master TVC + 30s and 15s cutdowns
2.4M
YouTube views - 6 weeks post-launch
8 wks
Concept to broadcast delivery
Production Kit
"Every other jewellery brand we admired had a 20-year heritage to communicate. We had a new positioning that nobody had heard yet. Caseyug's brief was clear: show a woman choosing jewellery for herself, not for an occasion someone else defined. The commercial we got was the first piece of communication that felt true to who Aurelia actually is. The 2.4 million YouTube views in six weeks were the commercial result. The creative result was a campaign we are still proud to show two years later."
Priya Venkataraman
Chief Marketing Officer, Aurelia Jewellery
Five phases - from creative brief to broadcast delivery. Every phase has a defined client approval gate. The camera follows the brief. The brief follows the business objective.
01
The commercial's audience, key message, tone, broadcast context, regulatory requirements, and success metrics are defined in a written brief before any creative work begins. The brief is the contract between the production team and the client.
02
Two to three creative concepts are developed - each with a written treatment, visual direction, and a storyboard at frame level. The storyboard is the production blueprint: no crew is booked until the storyboard is approved in writing.
03
The approved storyboard is executed on location or in studio - with a production team of director, DOP, sound recordist, and production designer. Daily rushes are reviewed and client-signed before the crew is released from location.
04
Editorial, colour grade, visual effects, music, voiceover, and sound design are produced in sequence - with client approval at rough cut, fine cut, and picture lock stages before audio and grade are committed.
05
The approved master is delivered in broadcast, YouTube, OTT, and social format specifications - with each version verified against the platform's technical requirements before delivery and a QC report provided for every file.
The script, concept, and storyboard are approved in writing before a single piece of equipment is hired. The camera follows the creative brief - not the reverse.
Every commercial is delivered in broadcast, YouTube, OTT, and social formats from the same approved master - because a commercial that cannot be used across all platforms is a commercial at a fraction of its potential impact.
Tamil, Telugu, Kannada, Malayalam, Hindi, and Marathi versions are produced with culturally appropriate voiceover direction, regional talent where required, and correctly localised on-screen text for each market.
Every commercial's product claims, testimonials, pricing references, and visual representations are reviewed against ASCI guidelines before production begins - preventing post-production revisions triggered by regulatory non-compliance.
All raw footage, project files, audio sessions, and approved masters are archived and delivered to the client on completion - enabling future cutdowns, campaign extensions, and regional adaptations without a reshoot.
Every commercial is delivered in platform-specific technical specifications - because a file that passes broadcast ingest will be rejected by YouTube, and a file optimised for YouTube will sound wrong on OTT platforms. Four platform specs are documented below. Click each to see the full requirements.
Container
AS-11 UK DPP MXF - mandatory for all Indian broadcasters
Video codec
AVC-Intra 100 or XAVC-I - 1920×1080 progressive
Frame rate
25fps (India broadcast standard - not 24fps or 29.97fps)
Audio
PCM 24-bit 48kHz - minimum stereo, preferred 5.1 surround
Loudness
-23 LUFS integrated (EBU R128) - India broadcast standard
Colour space
Rec. 709 - HD broadcast standard (not P3 or Rec. 2020)
Safe area
Graphics within 90% safe area - no text in outer 10% margin
Slating
10 seconds bars + tone before programme - mandatory
Why it matters: A commercial delivered in the wrong container format will be rejected at broadcast ingest - requiring a redelivery that takes 48–72 hours during which the booked airtime is forfeited at full cost. AS-11 compliance is verified at ingest by every major Indian broadcaster.
A free commercial consultation is available. Your brand's message, target audience, broadcast context, and budget will be reviewed - and a recommended creative and production approach will be provided within 3 business days.
Free · No obligation · Response in 3 business days · NDA available · Full archive transferred on completion
