City’s Karthik Vijayamani speaks about his victory at the Gulf Achievers Award 2022 for his short films, making songs for the IPL and the nature of Dubai’s content creation industry.
When Bengaluru’s Karthik Vijayamani went to Dubai in 2014 for a job in the science and technology industry, little did he know that films were his calling. But after producing multiple short film projects in the past eight years, Vijayamani has recently been recognised for his contribution after he won the Gulf Achievers Award 2022 as the best short film content creator in Dubai. He was recognised for his projects Dad Says, Dance Battle 2022 and Chords of Love.
Now, after amassing recognition in the UAE, Vijayamani feels things worked out for him after his company, Avighna Productions, redefined the concept of an advertisement. “Our production house has made multiple ads. While working on those projects, we thought of taking a different approach. We took more of a narrative route in a short-film format. We felt it would help us relay a message to the audience better,” says Vijayamani about their work that also incorporated a few Bollywood celebrities to help the project reach a wider audience. These short-films were released in Dubai and Sharjah.
Outside of making short films, Vijayamani’s production house has also created fan anthems for the Indian Premiere League (IPL) teams Chennai Super Kings, Royal Challengers Bangalore & Mumbai Indians. Of these three, the CSK one titled ‘#CSKReturns Anthem’ especially made the rounds during IPL 2019 and has over 3.6 million views on YouTube.
“Making music for the IPL is challenging because of the intense competition. There are thousands of people who make IPL songs. The game is not just about making the song but how we choose to market. A bad marketing strategy can ruin a good song’s success. In our case, we created a film that said that whoever in the audience will dance to the first few beats of the song and put it up on social media, we will give them a gold coin if they gain a huge number of views. That strategy worked out for us,” he shares.
Vijayamani feels the content creation industry in the UAE is different compared to India. “The biggest challenge is that the people of Dubai are not easily approachable. I first had to familiarise myself with all the top Sheikhs in Dubai and maintain a healthy relationship with them.
Once I started to gain their confidence, things started to get easier. In 2018, they gave me one opportunity to make a song about people of determination, which is the official term for specially-abled citizens in Dubai. We made an album with people of determination that year. The success of that project opened many doors for me,” he concludes.
source/content: newindianexpress.com (headline edited)