Filmmaker Vivek Daschaudary has long been a behind-the-scenes force in Indian advertising, crafting iconic campaigns for some of Bollywood’s biggest names. Now, with the release of his web series Toaster—produced by Rajkummar Rao and Patralekhaa—he steps boldly into the realm of long-format storytelling. This transition marks a natural evolution for a director whose work has always been driven by performance and meticulous observational detail.
Toaster is a narrative series that explores the intimate dynamics of a family grappling with secrets, relationships, and the weight of unspoken truths. The show, which has been generating buzz for its nuanced writing and strong performances, reflects Daschaudary’s ability to translate the sharp emotional precision of commercial filmmaking into episodic storytelling. In an exclusive conversation, he opened up about the journey from directing 30-second spots to helming a full-fledged web series, and what he learned from working with some of the industry’s most celebrated talents.
Daschaudary’s relationship with Rajkummar Rao and Patralekhaa goes back years, and that foundation of trust proved invaluable during the production of Toaster. “My dynamic with Rajkummar Rao and Patralekhaa is very honest,” he says. “We share a real friendship, and I think that shows in the way we work together. There is a comfort and trust because we know each other beyond just work, and that makes the process very open.”
Regarding Rajkummar’s acting, Daschaudary is effusive in his praise. “With Raj, what stands out is how much he observes. He doesn’t talk too much about his process, he just takes everything in. And when the camera rolls, it all comes out naturally. A lot of Ramakant’s small behaviors actually came from his way of observing. Nothing feels forced with him, it just feels real.” Patralekhaa, as a producer, brought a calming influence. “She is very intuitive about what’s happening on set. I remember one stressful day when we were running behind, and instead of putting pressure, she just came and quietly asked what I needed to move faster. That kind of support really helps you stay focused.”
Before Toaster, Daschaudary carved a niche directing commercials featuring top-tier stars like Shah Rukh Khan, Akshay Kumar, Kareena Kapoor Khan, and Rashmika Mandanna. Each collaboration brought its own set of challenges and learnings. Reflecting on his experience with Shah Rukh Khan, Daschaudary recalls how the initial awe gave way to a grounded creative exchange. “Growing up watching Shah Rukh Khan, the idea of one day directing him always felt a little surreal—almost overwhelming in the best way. But when that moment actually came, something shifted. It didn’t feel like I was directing ‘King Khan’ for the first time. It felt simpler, more grounded—just a director and an actor, both deeply invested in making something good. With him, the process has always been unexpectedly easy. He brings discipline, warmth, and an openness that makes you wonder—‘how does someone at that level still stay so present, so generous?’ Working with him never feels heavy; it feels like flow.”
Working with Akshay Kumar was a different kind of adventure. “Akshay brings a high-octane efficiency to shoots. Every project lands in that impossible space—too much to do, too little time. Eight hours that should never be enough. And yet, somehow, it always is. There’s a rhythm he brings—speed, precision, and this quiet confidence that makes you think, maybe we will pull this off. It makes you pause and wonder: is it just efficiency, or is it something more instinctive about the way he works?”
Kareena Kapoor Khan, with whom Daschaudary has collaborated for over a decade, remains a source of creative inspiration. “It’s been a journey that’s stretched over a decade, and somehow, every time still feels fresh. She brings a certain energy to set—a vibe that’s hard to define but impossible to miss. There’s laughter, great food, a sense of ease… and then, when the camera rolls, something shifts. The expressions, the presence—it makes you wonder how effortlessly she taps into that emotional range.”
Beyond individual star anecdotes, Daschaudary’s body of work in advertising has shaped his approach to narrative filmmaking. Commercials demand concise storytelling with a clear emotional hook—a skill that translates well into the episode structure of a web series. “Every frame has to count, every word matters,” he explains. “When you’ve shot 200 commercials, you learn to strip away the unnecessary and focus on what drives the story. That discipline helps when you’re dealing with a longer format, because you instinctively know when a scene is dragging or where the emotional payoff lies.”
The leap to OTT also reflects broader industry trends. With streaming platforms hungry for fresh content and unique voices, directors like Daschaudary are finding new avenues to tell stories previously confined to the big screen. Toaster is part of this wave, blending intimate domestic drama with the kind of sharp observational humor that has become Daschaudary’s signature. The series has been praised for its authentic portrayal of middle-class Indian life, and for giving actors the space to explore layered characters over multiple episodes.
Daschaudary’s path from ad filmmaker to showrunner is not unique, but his ability to extract nuanced performances from both seasoned stars and relative newcomers sets him apart. His work with Rashmika Mandanna, for instance, showcased a different kind of energy—one that blends vulnerability with contemporary charm. “With Rashmika, it’s all about capturing her natural spontaneity. She doesn’t overthink, she just reacts, and that makes for some of the most honest moments on screen.”
Looking ahead, Daschaudary is already planning his next project, though he remains tight-lipped about details. What is clear is that he intends to continue exploring the intersection of advertising precision and narrative depth. “The line between the two is blurring more and more. Audiences today expect rich storytelling even in a 30-second spot, and a web series allows me to dive deeper into character arcs and relationships that I’ve only touched upon in my earlier work.”
The success of Toaster will likely pave the way for more such experiments. Already, the series has been well-received by critics, with particular praise for Rajkummar Rao’s understated performance and the show’s ability to balance humor with emotional weight. For Daschaudary, it’s a validation of his belief that good storytelling transcends format—whether that’s a 30-second commercial or a multi-episode drama.
In an industry where directors often struggle to make the transition from advertising to long-form content, Vivek Daschaudary’s journey offers valuable lessons. He has shown that the skills honed in the high-pressure world of ad films—tight scripting, strong visual storytelling, and an intuitive understanding of actors—can directly translate to the OTT space. As streaming continues to dominate Indian entertainment, such cross-pollination of talent is likely to become more common, enriching the landscape with fresh perspectives.
For now, Daschaudary is content to let his work speak for itself. Whether it’s capturing the effortless charm of Shah Rukh Khan or the quiet intensity of Rajkummar Rao, his focus remains on the art of storytelling. “At the end of the day, it’s all about connecting with the audience,” he says. “Format, platform, star power—they’re just tools. The story is what matters, and if you get that right, everything else falls into place.”
Source: MSN News