My Start-Up Story - Don't Stare. Blink!

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Too much of a good thing got boring. Had to find a way to do what I love, create bigger things and get that bangla, gadi and bank balance. Mere pass Ma thi in my care already (Appropriate background music).

My Start-Up Story by Indrajit Nattoji

Circa December 2000 - Singapore Promax BDA Asia Awards, Razorfish Rocket Award for Rising Talent and Best Station ID - ‘Indrojit Nattoji.' Not sure why they bonglisized my name but thankfuly it was spelt right on the actual award. It was a great moment for me, a few years out of the National Institue of Design, after dabbling in graphic design, launching a channel and setting up our own production house with two other NID friends in Delhi. The Delhi heat and it’s eccentric aggression got to me and so I grabbed an exciting offer from Channel [v] Mumbai as Senior Producer. Basically I had to write, shoot, edit and design cutting edge channel V promos with no budget. My stint at Channel [v] was too much fun and I ended up winning more than an armful of awards in my eclectic three years at Channel [v].

Too much of a good thing got boring. Had to find a way to do what I love, create bigger things and get that bangla, gadi and bank balance. Mere pass Ma thi in my care already (Appropriate background music).

Out of the blue through a friend’s friend, who had faith in my abiities despite having no Ad films in my roster, I got my first TVC project for Kwality Walls Cornetto. Quickly I aquired a fully loaded 386 computer with the latest windows, a CD drive, hotmail, a chartered accountant and a freelance production manager and I was in business. Right from my bedroom in the rented apartment in Oshiwara.

Company name? Something to do with vision, eye, film… Blink? Pictures? Well my work should be good enough so that everyone keeps staring and blinks at the end of it. For a more erudite explanation I borrowed from Malcolm Gladwell’s Blink- “The power of thinking without thinking”.

Next 2-3 years I spent working from home with freelancers, meeting clients and agencies in fancy five-stars and PPMs on HP and then later Apple laptops. Keeping a low overheards policy. Untill I realised I couldn’t handle the volume all by myself and needed a dedicated office, a producer and a finance person. Blink Pictures was formally born around November 2004. Since then there was no looking back. Travelled the world over. Met magnificent men and women and their cameras. Met inspring people from creative agencies around the world. Shot on 35mm. Soon saw Film Stock die a natural death. Hated Digital film making. Then loved digital film-making.

Too much of a good thing was getting boring again. Somewhere along the line made a movie. Lived in Kulala Lumpur while consulting on International Feature Film projects. Now writing my next movie while conceptualising and producing film installations for India’s first Museum on Indian Music in Bangalore.

We also (still) make Ad-Films. Don’t stare. Blink!

Founder & Director
Blink Pictures, India

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