Who Does What
| Task | Ad agency | Production house |
|---|---|---|
| Strategy and idea | Leads | Contributes |
| Script | Writes | Refines with director |
| Director and crew | Approves | Provides |
| Shoot and post | Supervises | Executes |
| Media buying | Often handles | Not involved |
How They Work Together
Agency script
Approved by brand.
Production bids
Houses send treatments.
PPM
All parties align.
Shoot and post
Agency supervises.
When Brands Go Direct
- Digital-first content without a big media plan
- Startups without an agency retainer
- Production houses with in-house creative teams
- Fast-turnaround social campaigns
Our earlier guide to briefing ad production houses covers proposals. For local corporate work, see corporate video in Bangalore, and for agencies, evaluating agencies.
Bangalore's Advertising Production Scene
Bengaluru's advertising production scene has grown with the city's technology and startup economy. Alongside established ad film houses serving national brands, there are newer studios focused on digital-first content for apps, fintech, edtech, and consumer brands. Many work directly with founders and marketing teams rather than through traditional agencies. The city also offers crews experienced in Kannada and other South Indian languages, which helps brands targeting regional audiences.
What an Ad Agency Typically Contributes
An advertising agency usually owns the strategic and creative thinking. It studies the brand, audience, and market, develops the campaign idea, writes scripts, and presents concepts to the client. Once approved, the agency briefs production houses, reviews treatments, and supervises the shoot and edit to make sure the idea is executed faithfully. Agencies may also plan and buy media, deciding where and when ads run. Their value lies in connecting creative work to business objectives across the whole campaign.
What a Production House Typically Contributes
A production house turns the approved script into a finished film. It proposes directors, prepares treatments and budgets, hires crew, books equipment and locations, casts talent, and manages the shoot. After filming, it handles or coordinates editing, colour, sound, visual effects, and delivery of final versions. Production houses bring craft, logistics, and problem-solving on set. Many also contribute creative ideas, especially directors who interpret scripts in their treatments.
How Director Treatments Shape the Film
A treatment is a director's proposal for how the film will look and feel. It includes references, casting ideas, locations, lighting moods, and sometimes storyboards. Agencies and brands compare treatments from different directors to choose the vision that best serves the idea. Treatments also reveal practical considerations, such as whether a concept needs a studio build or can be shot on location, which affects budgets.
What Happens at the Pre-Production Meeting
The pre-production meeting brings together the brand, agency, and production house to lock every detail before shooting. Typical topics include final script, casting, wardrobe, props, locations, schedule, shot list, product handling, and legal requirements. Decisions made here prevent costly debates on set. The production house usually circulates a PPM document afterwards confirming agreements.
Working Directly With a Production House
Brands without an agency, or with simple digital needs, often work directly with production houses that offer in-house creative teams. This can be faster and more affordable, since there is one partner and fewer layers of approval. The brand must then provide clear strategy and objectives, since the production house will focus on creative execution rather than broader marketing planning.
What Influences Ad Production Costs in Bangalore
Costs depend on director, crew size, cameras, locations, talent, studio builds, and post-production. Celebrity talent and usage rights can dominate budgets. Digital-only ads with small crews cost far less than television commercials with elaborate sets. Ask for itemised quotes and compare them line by line rather than by total.
Choosing the Right Partner for Your Campaign
If your campaign needs strategy, media planning, and creative ideas, start with an agency. If you already know the message and need execution, a production house with creative capability may be enough. Many brands use both, with the agency leading ideas and the production house delivering craft. Whatever the route, look for relevant work and clear communication.
Typical Timelines for an Ad Film
A straightforward digital ad can move from brief to delivery in a few weeks, while a television commercial with casting, sets, and visual effects may take two months or more. The bidding stage, where production houses prepare treatments and quotes, often takes a week. Pre-production usually takes one to three weeks, filming a few days, and post-production several weeks depending on complexity. Building approvals into this schedule early keeps launch dates realistic.
Working Direct or With Agencies
Our video production company in India works both with agencies and directly with brands. As a video production agency in India with in-house creative, we can take an idea from scratch. When an agency leads, a video production company like ours executes faithfully. Agencies recommend us as the best video production company in Bangalore for TVCs, and brands go direct to us as a top video production agency in India.
Frequently Asked Questions
What's the difference between an ad agency and a production house?
Agencies lead strategy and ideas; production houses make the film.
Can a brand hire a production house directly?
Yes, especially for digital-first content.
Who chooses the director?
Production houses propose directors; agencies and brands approve.
Do production houses buy media?
Usually not; agencies or media teams do.
Know Who Does What
Understanding roles speeds up ad projects. To go direct or work alongside your agency, contact our video production company.
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