MUMBAI: If there’s one group of production professionals who believe that the ministry of information and broadcasting could have done better with its recently released standard operating procedures (SOPs) for filming again, it is the TV commercial film makers.

According to the Association of Advertising Producers (ASAP), the ministry could have been more granular or detailed in the SOPs.

ASAP honorary general secretary and Corcoise Films executive producer Cyrus Pagdiwala points out that the I&B ministry’s guidelines are very loosely drafted, risk factors have not been considered nor has it offered any comprehensive solutions. He believes ASAP’s Covid209 measures are far more encompassing and detailed in terms of safety measures, than the I&B’s SOPs.

TV commercial film makers have already been on the floors, filming commercials for more than a month now, adhering strictly to the ASAP protocols, which mandate risk assessment and plans, leave of absence if anyone on the production shows symptoms of illness, influenza or a simple cough, safe transport for employees and so on.

“We are not completely satisfied by the government's directive. There is no specific detail about how many people can be present on the set. The criteria of 33 percent cast and crew members on the set is extremely vague. A larger production unit can still manage to have more people on the set. I believe in a place like India it is not possible to put a number on how many people can be there on the set. Some errant producers can lie about the number of professionals on the site, if one were to look at the I&B SOPs. In some countries the government has specified that you cannot have more than 45 people on the set so something like that can be done in India,” adds Pagdiwala.

Cutting Edge Production executive producer and ASAP member Billoo Sandhu agrees that the I&B guidelines are basic. He recently shot an ad film in Chandigarh and believes with the opening up of filming across India, film makers can now start planning big budget commercials which were hitherto a no-no, courtesy the lockdowns and restrictions.

Says he: “Now shooting is not limited to just Mumbai and nearby places, now we will start looking at other studios. But I think shooting in containment zones will still not be allowed as it is not safe. However, the states which are not film friendly will now allow us based on these guidelines.”

Pagdiwala is pleased that film makers can now travel and shoot in other locations but says the central government’s announcement has come much too late. “Because, Maharashtra government has allowed shooting two months back. So, this directive laid by the central government sounds weak and too dated,” he further states.

Cutawayy Films executive producer Gaurrav Dhar opines that the centre’s directive to have a Covid2019 coordinator on every shoot is welcome, though he would like to see a specialist or professional appointee being given that responsibility. According to him the I&B’s guidelines have helped remove the stigma that has come to be associated with Covid2019. “While shooting if there are similar protocols and guidelines across, shooting becomes easier and everybody is in sync,” he adds.

Ogilvy Group 82.5 Communications chairman and chief creative officer Sumanto Chattopadhyay said that while shooting the team is strictly adhering to all the safety measures. Chattopadhyay has been handling shoots in Mumbai, Bangalore, Kerala and several other places remotely through Zoom calls.

Ad-filmmakers highlight that with the IPL being flagged of in September, the requirement for TVCs is going to skyrocket. “We hope that October onwards, business will be back on track,” says Pagdiwala.