ENORMOUS AND NPCI SPOTLIGHT THE POWER OF MENTORSHIP BEHIND THE CAMERA

Creative agency Enormous has highlighted the collaborative spirit behind its latest project for the National Payments Corporation of India (NPCI), celebrating craftsmanship, mentorship and emerging talent. The production placed particular emphasis on nurturing first-time filmmakers, reflecting a growing trend in the advertising industry where experience and fresh perspectives increasingly work hand in hand.

The making of a successful advertising film is often measured by the final frame that audiences see on screen. Yet increasingly, agencies are choosing to draw attention to the people and processes that shape those moments long before they reach viewers.

Creative agency Enormous recently pulled back the curtain on its latest work for the National Payments Corporation of India (NPCI), offering a glimpse into the collaborative effort that powered the production. The project was crafted under the creative guidance of Prashant Godbole, working alongside teams from both Enormous and NPCI.

While the campaign itself stands as a significant undertaking, the story surrounding its creation appears to carry a broader message about the culture of mentorship developing within the creative and advertising industries. Particular recognition was given to Bhoomi Goyal, who worked on her first film project and was guided through the process with mentoring support from Swarangi Joshi and the wider team.

The acknowledgement reflects a wider shift across advertising and content production, where agencies are increasingly placing value not only on finished work but also on talent development. In a sector that thrives on new ideas and evolving consumer expectations, nurturing emerging voices has become as important as delivering polished campaigns.

Industry observers have long noted that advertising agencies often function as informal training grounds, where younger professionals learn by working closely with established creative leaders. The process can be demanding, with first-time directors and creators navigating everything from concept development and production schedules to storytelling decisions and client expectations.

By publicly recognising the mentorship behind the campaign, Enormous appears to have highlighted an aspect of creative work that is frequently invisible to audiences. Behind the credits and visual storytelling sits a network of collaborative relationships that shape careers as much as they shape campaigns.

The project also brought together a broader team including contributors from Enormous and NPCI, underlining how modern advertising has become an increasingly collective exercise rather than the work of isolated individuals. In many ways, the production serves as a reminder that while campaigns may be built around brands and messages, they are ultimately driven by people — and by the transfer of knowledge from one generation of creators to the next.