Amit is a man of heart, of heartbeats, of emotions, of feelings. As a human being as well as a film maker he follows his heart more than he listens to his mind. And that reflects in every film he creates. His films have more feelings less technicalities of film making. His story-telling is more from the heart than from any film-making book. He doesn't like making story-boards and even when he makes, he doesn't necessarily follow them. He rather follows his feelings when he is directing a scene or a shot. That's why I like calling him a feel-maker and not a film-maker.
I must have worked with almost every top ad film-maker of the Indian Advertising Industry but what separates Amit from the rest is his understanding of the masses. He feels the pulse of the people. That is why most of his memorable film campaigns have that pulse ingrained in them. Be it his ''What an Idea Sir Ji' campaign or his 'Google Reunion' masterstroke or the recent 'Make My Trip' campaign, audiences can feel the emotions of his films.
I must have created more than 300-400 Advertising films in my career and must have worked with 25-30 directors, but working with Amit on those 7-8 films of the Amazon IPL 'Chonkpur Cheetahs' Campaign is one of the most unforgettable experiences of my 16 years in Advertising. It was one of the biggest and yet one of the smoothest and fun campaigns I had worked on. And all the credit for that goes to Amit. His energy on the shoot is contagious. He adds moments in the films which can't be discussed, thought of or scripted. But felt at the moment of shooting them. And that's his biggest forte. And most of these moments are the most memorable moments of his films.
The other thing that's really remarkable about him is his passion for work. If he loves the script, he will go out of his way to make it better. He won't think of budgets or financial profitability but how to make the film better, and even better. If he believes a certain story needs to be shot on Mount Everest, he will go to Mount Everest to shoot it. Because that backdrop is needed for the feel of that film. Like I said earlier, he is not a film-maker, he is a feel-maker.
And this is the reason his films touch hearts, and audiences connect with them emotionally. Because his films have emotions, a human pulse, a feel.
He and I share the same personality traits. We both are very emotional. Perhaps he is more emotinal than I am. And that's what makes him so special. That's the reason why he is one of the most favorite film-makers of the industry. Actually my favorite feel-maker.