The journey for most new production houses begins quietly, as they feel out their creative rhythm; cautiously working on smaller projects and building momentum one brief at a time. But Not Bad Films charted a different course from the very beginning. 

Founded by Afshan Hussain Shaikh, former ad director at Good Morning Films, Not Bad Films traded the usual build for a grand spectacle and rewrote the rules for all the new production houses. Launched in 2024, the production house quickly emerged as a dynamic creative force, with Doris George, Siddhi Bhopale, and Sidhant Sarkar driving production, blending innovative storytelling with high-impact visuals to redefine modern advertising.

From crew to client: A name that sticks with all

More than a name, ‘Not Bad’ is Shaikh’s mantra. Whether nailing a perfect shot or navigating a challenging moment, her signature phrase, delivered with a grin, remains the same: ‘Not bad’.

For George, the phrase is more than a catchphrase; it’s the heartbeat of their creative ethos. “We’ve worked with Afshan for so long, and we hear ‘Not bad’ all the time,” she shared. “It speaks to the high standard she aspires to, and we do too; whether it's the production value or the people we work with. Universally, ‘Not bad’ can mean anything; it’s open to interpretation. Even if it’s the best shot and everyone’s going wild over it, Afshan would just say, ‘Not bad.’”

Nothing’s ever great or good; there’s always a slight scope to get better. “That’s why it’s ‘not bad,’” she added. 

This philosophy runs through every frame they create—a constant pursuit of better, never settling, always pushing.

“I wanted a name that even our labour team, the everyday folks we work with, could remember and feel a part of,” Shaikh explained. “Something simple. Something that sticks. A name they will remember forever.”

The bold beginning

The journey began with a loud, confident shout. On the very first day of Not Bad films, the production house landed a massive Oppo commercial for Diwali, led by Raj Kamble. 

Reflecting on that moment, George opened up about the scale of the challenge. “At that stage; having just started a company and not exactly being cash-rich—pulling off such a big film was quite a challenge,” she admitted. “But it also taught us a lot: how to manage across multiple districts, different states, and coordinate various production units. It forced us to grow up fast,” she stated. 

A multi-city, high-budget production - the campaign that put them on the map. 

10 days. Three cities. Zero sleep. All heart. 

“We are ambitious, we want to make memorable films,” exclaimed George. 

The Oppo campaign was a testament to Not Bad Films’ ability to thrive under pressure and deliver with precision. It didn’t just mark their beginning but established them as a team that consistently exceeds expectations.

“Our responsibility is to bring our signature style to everything we do. We show up, elevate the brief, and ask: what more can we add? It’s never just about the money; it’s about creating work that truly matters,” remarked Shaikh. 

Whether it’s a director’s assistant or a line producer, every idea is heard and valued at Not Bad Films. “It keeps the team going and gives them something to hold onto,” Shaikh focused. That culture of openness and mutual respect – the foundation of which has been carried forward on all their campaigns, be it Nestle, Amazon & Mahindra Rise — bringing together a team that not only pulled off a massive production but chose to stay and grow with them.

With a clear creative vision in place, the team is focused on what matters most: the craft.

“It’s great to see the kind of scripts coming in. Our only goal is to make great films,” shared Bhopale. 

More than a team, a chosen family

At the core of Not Bad Films is its people. Shaikh and George, who have known each other since their days as assistants, bring over 15 years of experience in advertising and feature films.

With a background in series and films, George always returns to advertising and to Shaikh. "It was a natural progression to strike out on our own," she added. “It felt like the most natural thing to come together as a team.”

Sarkar, with his roots in feature film production, and Bhopale, who hails from an agency background, complete the core quartet. Their diverse experiences converge on a singular goal: to make the best film possible at every stage. 

"We’re a family," George emphasized. "We cry, we fight, we go through everything together, but we have each other’s backs.”

This sense of camaraderie extends beyond the core team to freelancers and collaborators. Not Bad Films prioritizes building relationships based on shared values, ensuring everyone, from the set crew to post-production editors, feels valued. "It’s not just a shoot. It’s about respecting what every individual brings to the table, and valuing them for it,” noted Sarkar.

A unified vision

At Not Bad Films, every film is a true collaboration; a collective heartbeat where every individual’s contribution is not just acknowledged, but celebrated.

“On set, each person knows they’re part of something special, a vision so strong and unique that it inspires everyone to rally together and make things happen,” asserted George.  

Whether the scale is grand or intimate, the commitment remains unwavering. “We push everyone to their limits to bring the vision to life. No matter how big or small a film is, the passion and the drive stay the same,” expressed Bhopale. 

Redefining norms, one film at a time

Whether it’s an automobile commercial, a narrative-driven film, a kid-centric campaign, or fully CGI projects, Not Bad Films continues to blur boundaries, tell bold stories, and bring fresh perspectives to the screen.

Among the many standout projects Not Bad Films has delivered, the Bajaj Freedom commercial rose above the rest. A fully CGI-driven film, it featured a motorcycle —each frame a visual metaphor for transformation and progress. “Having done intimate work like Engage & Mahindra Rise, as well as bigger scale such as Amazon; Bajaj Freedom was challenging & creatively fulfilling in an entirely different way” explained Shaikh. 

But beyond the craft, the project carried a deeper, more personal significance. “I don’t agree with the idea of separating directors by gender,” Shaikh noted. “But the reality is no one readily hands a bike commercial to a woman. So for us, being in that space, pushing those boundaries, and creating something where no one could point to the gender behind the camera; that was a victory in every sense.”

Another milestone was their work with Nestlé, where they reimagined a narrative and broke away from clichéd mother-baby tropes.

For Not Bad Films, success, along with the individual films; it’s about building brands. “We want clients to keep coming back to us. It’s about them believing in us to facilitate and stay true to their brand identity,” stressed Shaikh.

Understanding the client’s brief is paramount, but so is adding the Not Bad Films’ signature. Whether it’s a large-scale campaign or a digital piece, the team strives to push creative boundaries while staying true to the client’s vision.

“The larger goal for us is long-term retention and brand-building,” Shaikh stated. “It’s important to recognise that agencies often work on a script and live with the idea for months before it’s ready. As a production house, we are the last to enter the picture. You have to truly understand the creative brief, listen carefully, and collaborate closely with the script, and add one’s own unique flavour to it.”

The alignment between creative intent and execution is something the entire team at Not Bad Films takes seriously.

“As a production house, it is our job to understand the client and brand, adapt with the times and make sure that we’re also still relevant in bringing what they want for their final products,” said Sarkar.

A vision beyond accolades and budgets

Eleven months in, Not Bad Films is grateful for their journey and is going ahead with each project that they take upon.

The team is focused on cementing their place in the ever-changing advertising industry, adapting to new technologies and trends while maintaining their unique touch. “Our aim is to bring the same special touch to everything that we do, while being adaptive at the same time,” observed George.

“Brands are changing. Timelines are changing. Budgets are changing. It’s an ever-evolving industry. So, we have to evolve as well to stay creative relevant,” added Bhopale.

For Shaikh, the true spirit of anything one does lies in its people. “You need to find your tribe, have your people, and the journey becomes a lot easier,” she stressed, reflecting on the importance of building a trusted circle that shares the same vision and values.

Not Bad Films is more than a production house; it’s a movement. It’s about building relationships, breaking stereotypes, and telling stories that matter. From their audacious start with the Oppo campaign to their groundbreaking work with brands like Bajaj, Amazon, Mahindra Rise, ITC and Nestlé, Not Bad Films is proving that great films come from passion, collaboration, and a relentless drive to push boundaries.

Client speak:

Gayatri Kannan, senior manager - marketing, Amazon Master Brand

“Afshan and her talented team at Not Bad Films have been great creative partners for Amazon mother brand campaigns in 2025. Their ability to elevate storytelling via visuals, art, music, direction is top notch. We have enjoyed seeing our ideas completely transform in Afshan’s grasp. An open minded and adaptable team that truly work backwards of business and brand objectives.”

Sukesh Nayak, chief creative officer, Ogilvy

“Afshan is a superstar partner who makes Ogilvy shine. She can do anything. She can tell emotional stories, funny stories, action packed stories and thought provoking stories. We are glad to call her a friend who just knows what has to be done, to make everything awesome.”

Raj Kamble, founder and chief creative officer, Famous Innovations

“I’ve worked with Afshan once and seen her work and her journey from afar for a long time. I must say if there’s someone who represents true passion in our industry, it’s her. She’s beautifully stubborn with her vision, uncompromising on every detail of the film and an embodiment of love for the profession. Her talent is only exceeded by her ability to pull off the impossible - sometimes in the creative and other times in the timeline. I wish her and Not Bad Films all the success in the world, I’m sure they are destined for it!”

Suyash Khabya, chief creative officer, The Womb

“A for Afshan. Working with her doesn’t feel like work, it feels like hanging out with a friend. Over many campaigns, beyond storytelling, I’ve come to blindly trusting her when it comes to camera framing, styling, product shots etc. Two of the most memorable campaigns we did with her at The Womb were - Rio Heavy Flow Pads and Sebamed pH 5.5. The former was a historic campaign in the annals of Indian advertising where we showed period blood on TV for the first time. Not blue but ‘red’. It was raw yet she made it look aesthetic.”

Shilpi Dubey Pathak, head - digital marketing and communications, Mahindra Group

“At a time when storytelling needs both soul and substance, Afshan Shaikh brings a fresh and fearless voice to the screen. We had the privilege of working with her on two standout campaigns—one for Project Nanhi Kali and another for Women’s Day. Both were powerful, evocative, and visually unforgettable. Afshan has an instinctive grasp of narrative and a distinctive visual language that makes her work instantly compelling. Her ability to translate emotion into imagery is what sets her apart—and what makes Not Bad Films a name to watch. We’re excited to see what stories she chooses to tell next.”