Besides creating ad films, Singh also makes music videos and feature films in Britain and Hollywood. Come August 18, 2000, and Singh will be releasing his maiden Hollywood feature film `Cell' starring Jennifer Lopez in Los Angeles. The Financial Express caught up with him for an exclusive interview. Excerpts:
Do award-winning campaigns push the brand in the market place?
Universally, it's an accepted fact that award-winning commercials seldom boost the sales of any product. Like India, global advertisers constantly debate over this issue. As an adfilm maker, my aim is to sell people aspirations in just 30 seconds. We have just got 30 secondsto sell a product: remember that.

Are you keen to work with Indian advertisers? Besides creating ad films for products, do you design ad campaigns for corporates?
I am open to any offer in India. I would certainly like to make ad films for Indian brands too. In fact, I had shot an Indian TVC for Coke at Jaisalmer. I had also roped in Nusrat Fateh Ali Khan to sing for the Coke commercial. While creating corporate campaigns I try to be more responsible because, corporates spend a lot of money to communicate their messages. If the message is not clear, then they lose big money.

What is the key to your success in the global advertising arena?
Primarily, I give a lot of importance to colour schemes, striking sound tracks and technological excellence in my TVCs. I had used vivid colours in my TVC for Levi's. In the film, guys wear blue jeans and red shirts. As for ad briefs, I always tell my clients-``if your ideas can be written in two lines, I will come up with everything else''. Also, I am successful because of my original ideas and innovative spirit.

Does humour play a significant role in promoting brands?
Yes, humour plays an important role in wooing new customers. I find Indian advertisers conservative compared to other global players.