Building an Educational Foundation at FLAME
Rachaita recalls her time at FLAME and the experiences that she has held close as she navigates the world of advertising. Her work is a blend of strategy and creativity, which is reflected in her remarkable projects with global companies.
Rachaita had a fulfilling experience at FLAME, both academically and personally. She pursued a major in Film and Television Management and a minor in Advertising and Branding as an undergraduate student. The diverse and collaborative environment at FLAME allowed her to encounter different perspectives, question traditional beliefs, and receive support from peers and faculty from varied backgrounds. Effective teamwork and strong communication skills are essential in Rachaita's dynamic field, and she honed these abilities through her specialization at FLAME.
Building her foundation through her academic years, she was able to understand the diverse roles and responsibilities of departments in her field. Learning film and television allowed her to explore everything from scriptwriting to cinematography and marketing. She was able to dive into the field with a holistic understanding, which helped her identify and focus on her interests.
“While nothing can fully prepare you for the realities of being on set, like hands-on experience, the theoretical foundation and practical projects I engaged in during my studies were invaluable.”
Blending the Art of Filmmaking and Advertising
Rachaita's family background in filmmaking paved the way for her to showcase her talent in advertising and film. Her education at FLAME further honed her skills, making her ready for the industry. Growing up around films and the creative process sparked her fascination with storytelling and taught her how to blend it with business strategy. She found courses like Multicam and Advertising Creatives particularly valuable as they provided her with the specific skills she now applies in her profession. The course 'Business of Entertainment' allowed Rachaita to gain a deep understanding of the economics, finance, and distribution systems of her industry. She especially credits this course for emphasizing the importance of aligning business initiatives with creative strategy.
“The course focused on how to go about cracking a brief for a piece of work-it's not always about the scale of the idea more than it is the insight of the idea was my biggest takeaway.”
Rachaita’s journey took a wonderful turn with a call from her senior, Himanish Asher, a FLAME alumnus, who introduced her to an internship opportunity in the Film Division at Leo Burnett. Her internship transformed into a three-year stint at the advertising giant.
Fast forward to her time at Schbang; Rachaita took on the role of an executive producer and eventually Head of Department for Schbang Motion Pictures. She worked on some incredible projects for clients such as H&M, Cipla, and Finolex Pipes, among many more, which allowed her to work with diverse teams across several levels. From brainstorming to being on set to meeting with top stakeholders, Rachaita led these projects with dedication and knowledge.
The three films she worked on initially were all quite diverse, H&M being a fashion film, Cipla focusing on asthma awareness, and Finolex Pipes representing a product that might initially seem unexciting. However, collaborating with directors, talented writers, and dedicated crew members, she found it incredibly rewarding to see these films transform from initial concepts on paper into engaging visuals on screen. Each project presented unique creative challenges and allowed her to develop meaningful narratives that resonated with audiences.
Navigating the Profession with Core Values
“Always approach your work with gratitude and respect for everyone you encounter along the way.”
Rachaita encourages producers to be as engaged and invested in projects as creative directors. This allows the team to gain new insights and perspectives and aligns the objectives of different stakeholders. She believes in keeping her team connected across different verticals, and that has led to several successful projects. She was recognized in the 'E4m Content 40 Under 40' awards, which is a testament to young leaders in the field of marketing. She is among the celebrated, creative, and progressive faces of the industry.
Leading with Empathy and Collaboration
Education at FLAME not only prepares individuals for the industry but also instills humanitarian values. This manifests in the journeys of alumni as they navigate the professional world. Rachaita reflects on how important it is to be kind to the people around you. Whether interacting with high-level clientele or crew members on set, she prioritizes creating memorable experiences for everyone. She believes that the true success of a project lies in the collective effort towards a common goal, making anything possible. She is now on her way out of Schbang and is launching her own production house very soon.