Stree Smart

ASHWINY IYER TIWARI HAS BROKEN ALL STEREOTYPES IN HER LIFE AND FILMS.

- Ashwini Deshmukh

Her first film won massive critical acclaim and her second film did that and much more. From Nil Battey Sannata (NBS) to Bareilly Ki Barfi (BKB), Ashwiny Iyer Tiwari has managed to up the ante. She’s gone from being a celebrated filmmaker to being the catalyst of change. Her films have affirmed the fact that strong characters, rather strong women characters are the way forward for Indian cinema. While husband Nitesh Tiwari’s Dangal is breaking records around the world Ashwiny’s smaller films are making a big mark too.

Her own life has been an exciting journey. Her mother wanted her to be a chartered accountant and settle abroad. But Ashwiny chose commercial arts. After 14 years with the ad agency Leo Burnett, she quit her job as executive creative director. While she told stories for many brands, it was her work on a campaign for Kaun Banega Crorepati, centred on the girl child, which inspired her to tell stories on a wider platform. That’s how the heartwarming Nil Battey Sannata (NBS) came about followed by its Tamil version Amma Kanakku.

For her, audience reaction is the final word. She says, “We cannot take our audiences for granted. The audience is like a consumer. Your story is a product and even if it’s different, it should be relatable. Only then will the viewer be able to enjoy the world you’ve created.” She’s quick to point out the differences between ad films and feature films. “Advertising works for a target audience. But the space and story of films can be associated with anyone,” she says about the universal reach of cinema. And that’s what worked with (BKB) as well. The world was ready to believe in that story and laugh along with the quirks.