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Brief but big impact
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Video director Shareen Mantri speaks out
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ALL FOR THE EYEBALLS Shareen Mantri at work
"If Britney Spears does it, it's lively; if Deepal Shaw swings the Spears way it's termed cheap," complains Shareen Mantri, the video director who made Deepal a household name with the Kabhi Aar Kabhi Paar music video. Shareen says she is out to do whatever her client demands. She claims her video has made many mediocre songs rise on the charts. Like Hansini sung by Ravindra Singh "We have to tell a story in four minutes. It's not easy," she says. Shareen did a course in fashion photography before joining music video director Jagdish Mali. She established Eye Candy Works where, besides videos, she directs advertisement campaigns. Shareen doesn't believe in using lights to create hallucinating effects and special effects in music videos, something that's popular in the West. If Kabhi Aar Kabhi Par made people sit up and take notice, Mere Piya Gaye Rangoon with Mumait Khan made Shareen a specialist in item numbers. "It is not that I just specialise in item numbers. I did Yeh Lo Mein with Genelia. It had old world charm. I shot the Saloni band's number Bheegi Chandni in the snow. As I said, my job is to find creativity within the brief."
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