Date of Birth : -
Place of Birth : Tanzania, East Africa
Ashok Thakeria Profile
Ashok Thakeria, born in Tanzania (East Africa), graduated in the field of commerce, from the Bombay university. After sharpening his business skills at his family business of merchant exports, Ashok realized he was merely accentuating the business opportunities of an already established business, and as he set out to creatively and effectively utilise his business acumen, in a green field business venture, he met Indra Kumar. Their friendship, which began as neighbours in 1972, transformed into professional partnership. Ashok and Indra Kumar launched their film production company, "Maruti International", in 1983. Although Ashok had no background of the film industry, his creative urge drew him to the world of films. This creative urge had been fuelled by his frequent attendance in Indra Kumar?s Gujarati films? story sittings, recordings, shootings, etc. His observant nature was gradually making him more and more informed, and knowledgeable, about the ways of the film world. He also realized that here, possibly, he had an opportunity to excel in the unpredictable field of filmmaking. Ashok and Indra started out with ?Mohabbat? (Director: Bapu, 1985) under their newly formed banner. A firm believer in destiny, Ashok puts the subsequent events in perspective, "By god?s grace, we never looked back. With a lot of merited hard work and sincerity, we subsequently produced ?Kasam? (Director: Umesh Mehra, 1988), followed in quick succession by ?Dil? (Dir: Indra Kumar, 1990, a golden jubilee), ?Beta? (Dir: Indra Kumar, 1992, another golden jubilee) and ?Raja? (Dir: Indra Kumar, 1995, and another golden jubilee). Each film was a bigger hit than the one before". Ashok maintains his stand very clearly "The medium of healthy commercial cinema has a definite purpose - ENTERTAINMENT. If our films can entertain us, I?m sure it will entertain my audience. I say so very affirmatively because we consider ourselves as very objective members of the audience, and can condition ourselves to think from the simplest to the most complex kind of audience reaction. Come what may, our audience should get good value for their money. They should leave the auditorium with a smile on their face and/or with a song on their lips, and conclude that the film was ?Paisa Vasool?. Therefore till the time we are not satisfied with our film, we don?t release it". Ashok insists that just as the making of the film is of prime importance, the marketing is of equal or greater importance in today?s competitive times. He believes in the simple idiom - To makes his films well, package them better and present in the best manner possible. As an extension of this core marketing philosophy, they also became part of the film distribution business for the Bombay film territory, when they, along with Mr. Bharat Shah, Mr. Subhash Ghai and Mr. Tolu Bajaj, formed Metro Films. Metro Films first release, ?Raja?, was a runaway success, and since then, the company has not looked back and nor has it changed its main business plank ? to release a film in the appropriate cinemas with proper advertising and promotional support. Summarising it up, Ashok says "Fate brought me into this ever-evolving, wonderful dream world. I shall forever remain a student of this great audio-visual medium and strive to excel in making better films in the future. Films excite me. The film industry provides me with creative and economic satisfaction. The least I can give the industry back is a solemn promise to give quality films. This will also ensure that my beloved audience keeps patronizing this medium, and keeps coming out of the auditorium, with complete satisfaction".