Ram Madhvani directs for Equinox Films Private Limited, amongst the leading production houses in India, in which he is also a partner. With over a decade's experience in the profession, Ram has worked with every important advertising agency in the country to become one of the fraternity's most respected and sought-after filmmakers. To add to the numerous national awards that he has garnered, Ram won a Bronze Lion at the 2000 Cannes Advertising Festival. Ram firmly believes that if technique is to be used it has to be used for emotion. One of the prime examples of this is his film for Adidas which was path-breaking in many ways. It was the first time in the world that someone was attempting the time-slash technique with an array of video cameras. Despite warnings from international gurus to abandon the method, Ram persevered and triumphed. Ram looks on every film as a challenge to explore the nuances of visual language. And yet, while he pursues his researches into tonal qualities (both visual and aural) the interplay of human emotions continues to be the bedrock of his cinema.
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