The Commercial Production Process
| Step | Who | Output |
|---|---|---|
| Brief | Brand to agency | Objective and audience |
| Script or storyboard | Agency creative team | Approved idea |
| Director's treatment | Directors via production houses | Visual approach |
| Bidding | Production houses | Budgets and schedules |
| Pre-production meeting (PPM) | All parties | Every detail locked |
| Shoot | Production house | Footage |
| Offline edit | Editor and director | Approved cut |
| Online and finishing | Post house | Masters and versions |
What Gets Agreed at the PPM
- Casting choices
- Locations and sets
- Wardrobe and props
- Product handling
- Shot list and storyboard
- Schedule and approvals on set
Versions and Deliverables
Durations
For example 30, 20, 15, and 6 seconds.
Aspect ratios
16:9, 1:1, and 9:16.
Languages
Dubs and subtitles.
Broadcast specs
Loudness and file formats.
Advertising Rules
Ads in India should follow advertising codes such as the ASCI code: claims must be truthful and substantiated, and comparisons fair. For who does what in the ad ecosystem, see types of video advertising companies, and for creative concepting, how creative concepts are developed.
Working With an Ad Production House
A TVC and digital ad studio in India can bid on agency scripts. A brand advertising agency in India develops the idea. A commercial shoot crew handles product and talent. In Karnataka, a Bengaluru ad shoot crew can help, and national campaigns may award one of the most decorated ad production houses in India.
Frequently Asked Questions
How is a commercial made?
Brief, script, director's treatment, bidding, PPM, shoot, offline edit, and online finishing.
What is a PPM?
A pre-production meeting where brand, agency, and production agree every detail before the shoot.
What versions do ads need?
Different durations, aspect ratios, languages, and broadcast specs.
Do ads in India follow rules?
Yes, advertising codes such as ASCI's require truthful, substantiated claims.
Agree Everything Before the Shoot
Commercial video production is a disciplined process built around clear approvals. Lock details at the PPM and plan versions early. For an ad production bid, send us your ad script for a bid.
Ready to plan your next video?
Tell us about your project, timeline, and goals, and the Editatease team will suggest the right approach.
Contact Editatease