"In a world where we are consuming content all the time, stories with heart are always going to have value. If you add quirk to that, it just stands out more. That’s exactly how I felt when I read the script for the AJIO Mother’s Day ad that the agency brought to me. The insight that Mothership Production brought to the table was very strong because the relationship between mothers and slippers is more than a few centuries old. That was the first thing that connected with me about the AJIO ad. I was a troublesome kid who had been hit quite a few times growing up. The moment I read the script, I knew I wanted a bizarre set-up and treatment. So, we created a rage room of sorts, giving mothers a space to vent their frustration over receiving the same old Mother’s Day gifts. The main emotion was anger, and the rage room provided a space for mothers everywhere to come together and be mad at their children.
For that, my two main challenges were, obviously, time and, secondly, casting. I wanted faces with a lot of character and comic value, so that the humour would translate easily on screen. We scoured all parts of Bombay for the right people. Everything eventually worked out because not only did we manage to cast a wonderful actor like Shefali Shah, but we also managed to fly someone in from Assam within the short amount of time we had.
The shoot was comparatively smoother, although we had quite a lot of fun on set. Whenever we were on set, each of us would attempt to shoot the slippers. Shefali Shah was such a thorough professional. She came to the set prepared, delivered more than any director could ask for and allowed me to take as many variations as I wanted for a take. She gave me quite a few shots to pick and choose from during the edit.
Once the ad was made, I was so happy to see everyone’s reaction. Normally, directors have a tough time because their POVs can be different from the client’s, but my director’s cut and the client cut were almost the same. That is a very rare scenario, and I feel really lucky!”
Leaving Netflix to become an ad film director was a leap into the unknown, but I knew I wanted to tell stories from behind the camera. The journey has been exciting, challenging and constantly rewarding. As a woman, I have been lucky to work with teams that have been incredibly supportive and collaborative, where my voice and vision were respected. But I have also faced situations that were not always as amazing for women. Those experiences have shaped me as a filmmaker. And seeing the AJIO project become so popular was truly a dream-come-true moment, making the leap feel even more worthwhile.
There are other projects too, but this will always be special. Although, I see my mother soon throwing a chappal at me because I haven’t thought of a perfect gift for her.
IMPACT’S PICK
‘Chappal Academy’ - AJIO
ABOUT NIVEDITA MAHESH
Mumbai-based writer-director Nivedita Mahesh belongs to a new generation of filmmakers who move seamlessly between entertainment, branded storytelling and advertising. A former Netflix executive turned independent filmmaker, she brings a sharp understanding of audience behaviour and contemporary culture to every project she helms.Her work is distinguished by its emotional intelligence, comedic timing and ability to find universal truths in everyday moments. Whether directing digital films or large-scale campaigns, Nivedita approaches storytelling with a simple belief: stories with heart will always matter.
BEST WORK
AJIO Mother’s Day – ‘The Slipper Range’
Fashion and lifestyle campaign for JadeBlue and OutStation.
‘MCE Music Video’ which landed on Rolling Stone India’s list of Top Music Videos in 2024
CAMPAIGNS I LOVE
‘Emotional Atyachar’ for Urban Company Instant by Indrashish Mukherjee
