Razneesh "Razy" Ghai
The Ronin, and the guiding light for all those at Asylum who wander. Very few commercial directors in this part of the eastern hemisphere have made it as far as he has. From a marked beginning in MTV, where he gained first recognition after co-founding VH1 in India, Razy has gone on to direct commercials for some of the biggest brands in the world.
As an Army kid living in Wellington, a little South Indian town in the Nilgiris, Razy discovered his love for film through screenings of World War II movies and Spaghetti Westerns. After each viewing followed journal entries of his outlook on the film. And before he knew it, he had his career charted out.
Razy’s success is but an obvious outcome of his hard work, keen observations, and careful nurturing of his trade. His commercials are the barometer of the world he hails from and an insight into the clockwork of his mind. His visual artistry & devotion to the his craft have taken him around the globe and led to amazing international relations & collaborations. The ten odd years he’s spent directing are a quiet but roaring reflection of his mastery over his profession. He is, as far as titles go, a visionary.
When he isn’t musing about films, Razy is usually found wolfing down music albums in his workroom at Asylum Films. He’s a voracious listener of Blues, Soul, Funk, Jazz and every other genre possibly ever invented in the world of music. His enthusiasm for music comes second only to his love for film, and right before his third love: single malt, which he is more than happy to rave about if you catch him in his best spirit.Showreel
Aiman "The Shaman" Ali
What drew Aiman to films is his tenure at Mumbai University as a student of Journalism, which opened the door to human stories and documentaries. Film studies at NYFA, Los Angeles and FTII followed, which furthered his access to diverse people, cultures and cinema from around the globe. Aiman returned to Mumbai and started his stint as a Director’s Assistant at Asylum Films, teaming up with its foreman and Director Razneesh Ghai as Second Unit Director on commercials for The Indian Air Force, Cadbury, Myntra and Indian Super League to name a few.
In August, 2016, Aiman stormed into the digital scene and planted his flag as a commercial director with his film for A.R. Rahman’s brand Jammin’. The film made all the right moves and noises, turning the head of maestro Rahman himself. In February 2017, Aiman made further waves after launching his film for the Indian Coast Guard, an early magnum opus. Needless to say, the film was met with praise and he with a newfound recognition.
But the things that define Aiman Ali as a director are analogous with who he is as a person- warm, intuitive and perceptive. But if there’s one thing he truly possesses in spades, it is pragmatism over all else. That doesn’t keep his creativity from him, no. It just gives him the edge of executing a task with a significantly higher efficiency.Showreel
Salt of the earth and sown-&-grown-in-Mumbai girl Shai is, politely speaking, quite the punch-packer. And quite ahead of the curve.
Shai first hopscotched into the world of advertising through VH1, where she initially learned to hone her voice under the tutelage of industry heavyweight Razy by assisting him on numerous commercial outings. Shai then moved over to MTV (India), where she took her first crack as a commercial director, helming branded content and promotional videos for some of the most iconic shows launched by the channel. Giving her a strong foundation in music and design, her channel grooming led her to write her own ideas and direct a massive body of concept-driven work. Her style of storytelling seeks to make an impact both through emotion as well as aesthetic; beauty that appeals to both the heart and the head.
Over the 9 years she’s spent directing, Shai has helped launch highly successful shows like MTV Roadies & India’s Next Top Model, along with working on a bouquet of brands like Raymond's, Van Heusen, Renault, Livon, Nokia, Samsung, Pond’s, & Calvin Klein. She has also directed music videos for music stars like Badshah, Divine, Diljit Dosanj, Raftaar & Clinton Cerejo and has over 40 Promax Awards to her credit including a prestigious New York World Gold Award for her promo Vh1 Jock Block.
Shai’s works are a reflection of her creative and aesthetic sensibilities, something she knows how to tap into to her best advantage. And her portfolio is, if anything, a sound testament to that.Showreel