Award-winning Director Anant Gupta Aims to Expand his Production Venture 'A New Dimension'

First short-film earned him acclaim at the age of 20

Anant started his career in his teenage and began working at a media monitoring agency whose clients were NACO. He used to read articles about AIDS and developed an understanding towards the difficulties faced by people with HIV. So, at the age of 20, he took an initiative of creating a short film 'Us & Them'.

The film, conceptualised and funded by Anant was and inspired by the character of brave character in epic Mahabharata he named his protagonist - Abhinamyu. "The film carried a simple message that like every human being even an HIV infected person's life gets extended if he/she is surrounded by love and affection," says Anant, with a glimmer in his eyes.  

He received huge appreciation and was acknowledged by eminent personalities not just in India but also in Kenya, Port of Spain and it was even acknowledged by the then BBC country head. The appreciation helped a young filmmaker get motivated to continue with the good work.

Learning curve

Anant even pursued his Master in Mass Communication and in his college days he did his training with Doordarshan. Anant then worked for a leading advertising agency 'Ogilvy'.

The 20-year-old received huge appreciation and was acknowledged globally and that helped a young filmmaker get encouraged and inspired to do continue with the good work. 

He also got an opportunity to make a presentation for a project on call centres in front of some 20 top corporate presidents at CII. The project, however, didn't materialise but a young college going boy was applauded for his enterprising mind impressed with his thoughts and ideas. These words were a shot in the arms for Anant for that inspired him to make up his mind to start his own venture. 

In 2011, Anant set up his production company 'A New Dimension' with Pepsi, NIIT, GMR being their early clients. Anant, who started his company along with some friends, delivered quality work on a tight schedule of two days and impressed Pepsi with his work. His firm also did some good production for private and public sector giants like GMR, Indian Railways, CBSE. 

Persuading parents was also a big task

Apart from struggling to lure clients and impress corporates in his early days he also had to face a challenge of persuading his parents to allow him to shape up his career in an unconventional field. His father, an IIT alumnus, and mother who is a school teacher found it hard to come to terms with the fact that their ward is entering an unchartered territory. 

Anant has great communication skills and his infectious smile help him convince his parents to chase his dream. His quality to approach his clients differently helps him impress them and seal the deal.

About AND (A New Dimension)

It is a full-service film production house that takes care of all the film and video needs, including TV Commercials, Digital films, corporate films, A.V's, Internal films, E-learning films, Training films, Motivational films and Documentaries. 

The firm offers complete solutions in the form of films, starting from research to scripting, story angle to creative ideas, development to execution. Their work has been nominated for GMR/DIAL Ist IGIA Awards in two successive years - 2012 and 2013. Our team of thinkers and doers make intellectual contributions at all stages of development and bring to the table their collective experience of over 50 years. 

Since inception in 2011, we have taken care of requirements of clients like Pepsi, NIIT, VLCC, Haier India, EXL, RayBan, Luxottica, Luna Piena (skin care product by Zee for JAPAN), GMR, Carrier Midea India, Exchange 4 Media, Boston Scientific India, Pearson, Cranberry Communications, Delhi International Arts Festival 2014, Viom Networks, Department of Women and Child Development, Government of NCT, CBSE, Ogilvy & Mather, Group M and more.