He also was the first one to be successful in corporatising the film industry.His company even struck a contract with the reputed ITC Cassic Finance and as it is pointed out one of the films produced by 'MAD' was the first film which was entirely financed by a firm from the corporate world:Neha Mad . Mukul was abreast of his times (See 'Bolywood Mania' written by Mukul in 'Advertising and Marketing'15th August1995 ) In 'Bolywood Mania' penned in 1995 he discusses the importance of marketing strategies for the indian film industry,(there is naturally a reference to Holywood)y and the variety of strategies used. His company was a trendsetter into launching not only ads. but tele.serials and films. Besides the commercials (mentioned elsewhere)he also endorsed the association of celebrities and products for advertising. In this respect the Shah Rukh commercials for Mayur, The Akshay Kumar commercials for Pepsi,and the Apache-Indian Anu Kapur Gilbey's whisky commercials. were surprising early performances in the indian media world that would henceforth intermingle quite audaciously all media worlds.
MUKUL AND CREATIVITY
Mukul ,according to the artists he worked with ,nurtured creativity. Hence the artists and craftsmen were 'spoilt' since he would cater to their needs to motivate the right artistic response in their work. Vivek Kamath relates incidents with respect to the Apache commercial;In the same article Piyush and Prasoon Pandey are quoted . While'DUS' was being made ,in the 'MAD' enterprise a special 'DUS'room was created.'A treasure trove of references,location pics,photographs of the cast,a keyboard for musicians to jam.While there we could live 'DUS'During the actual shoot during mishaps he would entertain everybody.To quote the leading lady of 'DUS'' every afternoon lunch was a picnic and every evening a party'.