“We have a launch date and a media budget, but no film.”
We work back from the first telecast date through script, casting, shoot, edit and delivery, and write down every deadline on day one.
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Advertising · Video production · TVC production
TVCproduction house
Since 201565+ in-house team6 cities
A commercial works when it is made for the slots your media plan will buy.
A strategist calls you in one working day.
/ 01 TV commercial production
Thirty seconds,planned to the frame.
A TV commercial should be written for the airtime that will be bought, so the media plan comes first. PromotEdge produces TV commercials and ad films, script to broadcast files, in the lengths and languages your plan buys.
Most brands now shoot one master film for TV, YouTube, Instagram and cinema. Airtime is a separate bill: see TV advertising and CTV and OTT.
Length is where brands lose money unnoticed. A 45-second film costs half as much again as a 30-second one every time it runs. We write a 30-second master that cuts into 20, 15 and 10 seconds. It works as well for an industrial brand talking to dealers as for a consumer brand.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 What you receive
Inside a commercial,stage by stage.
| Stage | What we handle | You receive |
|---|---|---|
| Script and storyboard | Idea, script, storyboard, director's treatment | An approved script, signed off before shoot money is spent |
| Budget | A line-by-line budget against the storyboard | One quote you can compare, rights shown apart |
| Pre-production | Cast, locations, wardrobe, props, sets, schedule | Photos of every option, approved in one sitting |
| Shoot | Director, camera, lighting, art, make-up, crew | Your team on set, watching takes on a monitor |
| Post-production | Edit, colour, effects, music, sound mix | A rough edit, then the finished commercial |
| Delivery and rights | 30-second master, cut-downs, language versions, rights paperwork | Broadcast files and a rights summary showing where and until when the film can run |
If the commercial will run in cinemas, add time for certification.
/ 03 What usually gets in the way
What usually gets in the way,and the way through.
“Our last TVC was 60 seconds, and the plan could afford only one week.”
A 30-second master with tight cut-downs keeps you on air for more weeks from the same airtime budget.
“The production quotes we got are one line each, and miles apart.”
Ours splits fee, crew, cast, locations, sets, post-production and rights, so you can compare them.
“We used a model last year, and now we can't run the ad online.”
Usage rights are planned before casting: which media, which states, how long. Extensions are priced at the start.
“We need the same ad in Bengali, Hindi and English.”
Scripts are written with dubbing in mind, and supers and end frames are laid out for quick language versions.
“Our ad looked great on a laptop and dull on TV.”
Colour grade and sound mix are checked for broadcast, and each channel's file needs are met before delivery.
Got a launch date and a media budget? Send both and we will work back to a production calendar. Get a free growth plan
/ 04 How it runs
From scriptto first telecast.
A typical timeline for a 30-second commercial with cast and one or two locations. Big sets, a celebrity or heavy effects add weeks.
- 01
Weeks 1-2: idea and script
The one thing the ad must say, two or three ideas, then a script and storyboard.
- 02
Weeks 2-3: director and budget
A treatment and a line-by-line budget. Nothing is booked until both are approved.
- 03
Weeks 3-4: casting and recce
Auditions, locations, permissions and sets, approved at one pre-production meeting.
- 04
Weeks 4-5: shoot
One to three days for most commercials, shot for the master and every cut-down.
- 05
Weeks 5-7: post-production
Rough edit, colour, effects, music and mix. Language versions are laid in.
- 06
Weeks 7-8: checks and delivery
Files made to each channel's needs and checked against the ASCI code and channel rules.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
How we deliver it, and why
The market
The FICCI-EY 2026 report says digital advertising rose 26% to INR 947 billion in 2025, 63% of ad revenue. Linear TV ad revenue fell 10%. So we plan one film for TV and screens together.
Source: EY India press release on the FICCI-EY report, 24 March 2026, read 10 October 2026
Who sets the rules, and who shaped the field
ASCI, formed in 1985, keeps Indian ads decent, fair and honest. AAAI, formed in 1945, is the agencies' national body. Gulf News (24 October 2025) credits Piyush Pandey with Fevicol's "fevicol ka jod, tutee nahi" and Cadbury Dairy Milk's "kuch khaas hai".
Source: ASCI and AAAI websites; Gulf News, 24 October 2025; read 10 October 2026
How your business model changes the plan
An FMCG (fast-moving consumer goods) brand needs many language versions. A housing project needs rights for its own state and its launch dates. A clinic or diagnostic centre is best served by a local-language film.
- Ask for the media plan first. Lengths and languages follow the airtime you will buy. A list of spot lengths.
- Approve the storyboard before money is booked. Changes after a shoot cost the most. A signed script.
- Buy usage rights to match the plan. A film cleared for one year of regional TV cannot just move to national TV. A rights summary.
- Shoot the cut-downs on the same day. Extra close-ups are cheap on set and costly later. 30, 20, 15 and 10-second cuts.
- Check files for broadcast. Each channel has its own file rules. Delivery to each channel.
AI in TV commercials: today and next
Today
Google says Veo 3.1 makes video from text or images, with sound; its page notes clips of about 8 seconds. Runway offers a video model called Gen-4.5.
We would use them for storyboard moods and pitch visuals, not for the film you air. Real cast, real product shots and cleared rights still decide a broadcast commercial.
Source: Google DeepMind Veo page and Runway website, read 10 October 2026
Next
Our view: cheaper drafts will let more brands test an idea before the shoot. Want us to look at where AI could save time on your film?
Holding quotes that look too far apart? We can line them up for you. Talk to us
/ 05 Cost
What a TV commercialcosts to make.
A commercial is quoted against the approved storyboard. Each part of the production gets its own line, rights are shown apart, and airtime is a separate cost.
What affects the cost
- Shoot days, and whether the shoot runs at night or outdoors
- Cast: the number of actors, and any known face
- Usage rights: media, territory and period, for cast and music
- Locations, permissions and built sets
- Crew, camera package and special rigs such as cranes or drones
- Effects, music, cut-downs and language versions
How we quote
- We take your brief: product, audience, channels and length
- We share a script and storyboard, with the cast and locations we suggest
- We list usage rights: where and for how long the film can run
- You get a quote within 2 working days, with production fee, cast, rights and post-production apart
What you get in the quote
- Script and storyboard, approved before the shoot
- Production fee, crew, camera package and shoot days
- Cast fees, with usage rights by media, territory and period
- Locations, permissions and sets, at actuals
- Broadcast files, cut-downs and language versions, and the cost of renewing rights later
Rights renewals for later years are quoted at the start, so you know the cost of running the film again.
Our job is to impress your customers, not you.
/ 06 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
Keep exploring
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What people say
In their own words
“PromotEdge has been a unique creative group amongst unique creativity world. …”
Rajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & Diamonds“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. …”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League
No pressure. No sales pitch.
Tell us what the ad must sell.We'll show you the plan.
Straight answers.
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The range is wide. A simple studio film shot in a day sits at the low end; a celebrity ad with built sets costs many times more. We do not publish a price list; we quote against a written script, with cast, locations and rights at actuals.
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Six to eight weeks from approved brief to broadcast files is typical for a 30-second commercial. A known face, built sets or heavy effects add weeks. Fix the shoot date before you book the first telecast. We confirm the timeline in the quote.
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TVC is short for television commercial, an ad made for the breaks between TV programmes. An ad film can also run on YouTube, social media or in cinemas. Most brands shoot one film and cut it for all, so plan every place it will run before the shoot.
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Actors, voice artists and music are paid for a set use: media, territory and period. Run the ad outside those terms and you may owe fresh fees. Share the full media plan before casting, and we buy rights to match.
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Usually a 30-second master with 20-, 15- and 10-second cut-downs, plus 6-second YouTube bumpers and vertical versions for reels. Plan the cut-downs at script stage, not in the edit, so each version has a clear ending and a full message. Ask your media planner which lengths the plan buys.
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Channels check commercials against the ASCI code and their own standards, and may ask for proof of any claim. Cinema ads need a CBFC certificate. Health and food claims face stricter rules, so keep proof for every claim ready. This is general guidance, not legal advice.
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Agree the measure before the shoot, such as enquiries, store footfall or branded searches during the weeks on air. Digital versions can be tracked from view to click to enquiry. You get a monthly report on those numbers, not only on spots run.
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One producer from our side runs the film from script to delivery and stays your contact. Our in-house team of 65+ people makes the film, with consultants and partner agencies where a job needs them. You approve the script, budget and cast before anything is booked.