KOCHI: It’s not exactly a profession someone with a degree in Islamic History (Maharaja’s College, Ernakulam) would choose. But director Aashiq Abu has always attempted to break stereotypes. In 2009, this 30-year-old adman-turned-filmmaker came up with his first venture- the stylishly presented, ‘Daddy Cool’, starring Mammootty. Though an average grosser, it was still considered a “glossily packaged entertainer”.Soon after he started his advertising company, Daddy& Co, which continues to make topnotch ad films. Then came his second film — ‘Salt n’ Pepper’, a lethal combination of food and love that’s surprisingly turning out to be the “movie of the year.” Apart from being a regular at drama and theatre fests at Maharajas College, Aashiq has assisted director Kamal for five years. He is currently immersed in his new film- ‘Gangster’, starring Mammootty, which has the actor playing a Muslim underworld don from Mangalore. “It’s an action-packed, seriously thrilling film with no resemblance to my earlier films,” is how he likes to put it. More from the director...‘Salt n’ Pepper’ is being declared as a trend setter in Malayalam cinema...It is a new kind of cinema; something called conceptual filmmaking, yet nothing mind boggling. Besides you rarely get to see the concept of food and love, which has an instant connect with the audience. Even the food has a potent local flavour and simplicity. I didn’t present any gourmet cooking; just a plain and simple combo of dosa and garlic chutney did the trick (laughs). You also managed to break a few stereotypes with the film, like Baburaj doing comedy, Shweta Menon essaying the role of a dowdy spinster...It was not really intentional. Our casting strategy was to feature actors who offer novelty, someone we aren’t too familiar seeing certain roles on screen. But we clearly wanted to divert from casting clichéd faces. Right from the beginning I was clear that Baburaj will be the star of the show.It’s not just one of the most visually appealing films of recent times but also aesthetically marketed one too...My advertising background has helped me immensely in not just adding a visual appeal to my film but also market it sensibly. In fact, I was completely involved right from giving a title to the promotions. Secondly, since the film was more about style and colour than story, it just seemed right that I cash on those aspects of salt and pepper.You have already started on your next project with Mammootty. What’s your equation with him?I would say he is one of the nicest human beings in this industry. The funda with him is as long as you are confident about your craft, he will let you be. And like me, he loves new ideas, techniques and is eternally curious about things. Besides I don’t see why I shouldn’t listen to his tips, after all he is the mostexperienced teacher I can get.Your films have a distinct stylisation. Is Hollywood a big inspiration?Not really. Though I watch a lot of Hollywood films, Mani Ratnam has been my single most inspiration. His ‘Alaippayuthey’ was my calling; it just blew away my mind. At that time non-linear filmmaking was quite new and I watched it like a wonder kid. Then, of course, Bharatan and Padmarajan have been major influences.Is there a formula that guarantees 100% success?It’s definitely not easy to make a commercially viable film these days. Today we have a wide repertoire of world cinema available at the click of a button. So unless it’s something different, madly unusual and genuine, nobody is willing to spend money or time on watching films.There is a current trend of remakes in Malayalam cinema...I am seriously not able to comprehend the logic behind remakes. Old wine in a new bottle no longer works in here. Less said about the trend the better.Do you think filmmaking has become less of an art and more of a business over the years?Of course! I think there was a time when we had much better talents, great scriptwriters and directors who were ready to give their heart and soul for films. Rarely do you see such dedication. Now it’s more of a mechanical filmmaking with a single minded mission to make money. For me filmmaking is serious business, an art that needs devotion and passion. I just want to keep making good, honest films.
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