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Liril (Early 1970s)
In the early 1970s, Kailash Surendranath directed one of India's most well-known television advertisements—the Liril soap commercial for Hindustan Unilever. The ad featured Karen Lunel under a waterfall, symbolizing freshness and freedom, was shot across multiple locations including Tiger Falls in Kodaikanal, Ooty, and Khandala. These visuals, set to a memorable jingle, introduced a bold aesthetic that departed from more conventional-branded storytelling of the time. [17] The commercial also helped establish Surendranath's reputation in the advertising industry. [18]
Britannia Glucose-D (1976)
In 1976, Surendranath directed a Britannia Glucose-D commercial featuring Amjad Khan, famously known for his role as Gabbar Singh, a popular Bollywood villain. [19] This advertisement was Khan's first commercial, marking a significant moment in Indian advertising history and highlighting the early use of celebrities to endorse products. [20]
Nirma (1980s)
In the early 1980s, following an initial advertisement by filmmaker Subhash Ghai, Surendranath supervised and directed a series of Nirma washing powder commercials. [21] These advertisements featured the widely recognized "Washing Powder Nirma" jingle and promoted the product's affordability and cleaning effectiveness. The early version of the advertisement featured one of the top actresses of the time, Sangeeta Bijlani. The campaign coincided with the brand's rise in popularity by 1985. [22]
In the late 1990s, he directed Nirma Beauty Soap commercials starring actress Sonali Bendre, with a jingle sung by Hariharan and Kavita Krishnamurthy. Running on cinema and TV for 12 years from 1997 to 2009, it became one of Nirma's most successful campaigns. [23]
Other advertisements
Throughout his career, Surendranath directed advertisements for several major Indian brands.
In 1978, he directed one of India's earliest celebrity-led sports commercials for Thums Up, featuring Sunil Gavaskar, Sandeep Patil, and Ravi Shastri. The ad included scenes of the cricketers interacting with the product as part of the storyline.
National Integration Films
Sita Aur Saleem (1970s)
Surendranath directed Sita Aur Saleem, a national integration film produced for the Films Division of India. [24] The film focused on social themes related to national unity and was recognized within film circles for its thematic emphasis on social issues.
Torch of Freedom (1984)
Surendranath directed Torch of Freedom, also known as Freedom Run, the first film in a trilogy conceived to promoting national unity. [25] The film's cast featured prominent Indian sports personalities representing a wide range of disciplines and regions across India. [26]
The film's soundtrack was composed by Louis Banks and included a partial rendition of India’s national anthem. This inclusion initially faced resistance from Doordarshan. However, then-Prime Minister Rajiv Gandhi approved its use. [26]
Mile Sur Mera Tumhara (1986)
In 1986, Surendranath conceptualised and produced Mile Sur Mera Tumhara , a landmark music video, aimed at showcasing India's cultural and linguistic diversity. Created in collaboration with Suresh Mullick and his team, the project presented a single song performed in multiple Indian languages and featured participation from a wide cross-section of prominent public figures drawn from cinema, music, literature, sports, and the arts. [27]
The soundtrack, composed by Louis Banks, incorporated elements of Hindustani classical music and was adapted into various regional languages, with distinct musical arrangements created for each language. Surendranath proposed incorporating strains of the national anthem, which was initially met with reservations from Doordarshan but later approved by Prime Minister Rajiv Gandhi. [28]
Surendranath and his team encountered challenges assembling the personalities, as some were unavailable. Yet, many agreed to participate due to the success of Spread the Light of Freedom in the previous year. [29] Upon its release on Independence Day, the film garnered widespread attention. It has been often described in Indian media as “India's second national anthem,” and is regarded as a prominent cultural work associated with national integration. [30]
Desh Raag (1988)
The final film in the trilogy, Desh Raag, focused on India's classical music and dance heritage. Conceived as part of the trilogy’s broader aim to promote national unity, the production featured an ensemble of leading practitioners from Indian classical music traditions as well as multiple classical and folk dance forms, and was broadcast on Doordarshan. [31] [32]
As the trilogy films was produced in the pre-internet era, it required extensive coordination through letters and trunk calls to bring together the diverse cast across India. [33]
Har Ghar Tiranga Campaign (2022)
In 2022, Surendranath was commissioned by the Ministry of Culture to direct a film for Har Ghar Tiranga , a national campaign launched under Azadi Ka Amrit Mahotsav, to commemorate 75 years of the country's independence. The film encouraged citizens to hoist the national flag on their homes, vehicles, and public spaces. [34]
The film was co-directed by his son, Angadveer Surendranath, and produced by Aarti Surendranath. It was released around India's Independence Day, the film was supported by the Ministry of Culture through access and key permissions for important locations and featured participation from prominent public personalities across cinema, sports, and other fields. [35] [36]
Nurturing early talent
Surendranath has been involved in launching early careers in the Indian entertainment and advertising industries. Several actors appeared on screen for the first time under Surendranath's direction. Notably, Salman Khan featured in a Campa Cola advertisement in the early 1980s, one of his earliest roles prior to entering Indian cinema. [37] [38] Jackie Shroff featured in a Cadbury Drinking Chocolate ad, [39] Arjun Rampal appeared in a denim campaign, [40] and Aishwarya Rai starred in a fairness cream commercial alongside Mahima Chaudhry. [41]
Additionally, Surendranath provided early industry exposure to Ekta Kapoor, who interned with him at the age of 15, gaining experience in filmmaking and advertising. This internship preceded her later work at Balaji Telefilms. [42]
