Producer behind top brand campaigns shares industry insights

An alumnus of Apeejay School, Saket (Batch of 2009), Sahib Singh stepped into the world of media through his family’s venture, Saheb Productions, a multidisciplinary production house specialising in ad films, animation, and branded digital content. With a strong grip on execution and a keen creative sensibility, Sahib now plays a central role in bringing ideas to life for some of India’s top brands.

Read edited excerpts:

You’ve been leading projects at Saheb Productions for years now. What does your work as a producer involve?

My role is end-to-end. Once a script or brief is received, I assemble the direction, art, production, and post-production teams. From casting to costumes, camera setups to final edits – every detail matters. I handle planning, manage timelines, and ensure every creative and logistical piece falls into place. Whether it’s a shoot-based film or a fully animated project, my responsibility is to deliver a polished final product that meets both creative expectations and client objectives.

What types of content does Saheb Productions typically work on?

We create a wide range of content – from short-form digital films and social media ads to TV commercials and animation explainers. For example, we’ve produced product reveal films for major automotive brands like Hero MotoCorp, showcasing their scooters or bikes in a way that’s both visually impactful and technically precise. We also handle a lot of animation – 2D, 3D, stop motion, paper art – you name it.

You pursued BJMC while joining the family business. How did you balance the two?

Since I was already involved in Saheb Productions, I had practical exposure that helped me understand the theoretical aspects faster. In fact, my professors even invited me to conduct a few sessions. The dual track – working professionally while studying – shaped my hands-on approach and gave me a head start.

What’s your leadership philosophy when working with young creatives?

I strongly believe in giving people a chance, regardless of experience. Many newcomers join us without prior training. We challenge them, guide them, and they often grow into confident professionals. I don’t dismiss someone because they’re new – I look for effort, attitude, and the willingness to learn. That mindset has helped build a strong and dependable team.