“Mad Ideas and Magic on Set”: Ram Madhvani Revisits the Iconic Ad

National Award-winning filmmaker Ram Madhvani recently took a trip down memory lane, sharing a fascinating behind-the-scenes story of the now-iconic Himani Fast Relief advertisement. Posting a video on his social media, the director offered fans a rare glimpse into the creative chaos and innovation that shaped the 2008 campaign—an ad that continues to be remembered for its originality and energy.

 

He captioned the post, "The Himani Fast Relief film really began with Ashish Khazanchi's idea, and with the Himani client in Calcutta (Agarwal Ji) who was willing to back something quite mad without fully knowing how it would all come together. A lot of this kind of work is like that. You don’t really know how to do it until you’re in the middle of doing it, and only in the doing do you figure out what it is and how to execute it. I remember the bus scene inside the studio, where we had so many people on set that the entire studio floor actually caved in. We were rebuilding the floor just to keep going.

 

So much of pulling this off came from the incredible physicality of the kalaripayattu and Mallakhamba boys who could move through those demanding twists and turns, and from Swanand Kirkire's voice which brought a certain philosophical texture to the film. These are the kinds of slightly mad ideas nobody really knows how to execute on paper. Somehow they find their way to me, and we discover the film in the making of it . Here’s to the team and innovation. #RamRewinds #Nostalgia #Ad"

 

The story behind the ad is as gripping as the final product itself. Madhvani credits creative director Ashish Khazanchi for the initial spark, and a fearless client from Kolkata for backing an idea that was unconventional to the core. Built around the concept of a “human machine” navigating chaotic city life, the ad embraced unpredictability—something that Madhvani believes is essential to true creativity.

 

One of the most striking anecdotes from the shoot involved a bus sequence so intense that the studio floor actually gave way under the weight of the production. Yet, instead of halting, the team rebuilt the set and carried on. This relentless spirit was matched by the physical brilliance of performers trained in Kalaripayattu and Mallakhamba, whose agility brought the ad’s complex movements to life in a way that felt almost superhuman.

Adding emotional depth to the visual spectacle was the voice of Swanand Kirkire, whose introspective narration gave the film a philosophical edge, complemented by music from Vishal–Shekhar. Together, these elements transformed a commercial into a piece of storytelling that resonated far beyond its product.

 

The Himani Fast Relief ad went on to win multiple awards in 2009, cementing its place as a standout example of Indian advertising at its inventive best. Madhvani’s reflection is a reminder that some of the most memorable creative works don’t come from perfectly laid plans, but from embracing chaos, trusting instinct, and discovering the story along the way.

 

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