If you work in customer marketing, you’ll know that capturing authentic customer stories is one of the most powerful ways to bring your product to life. But when those stories take you to India, a market full of innovation, scale and extraordinary human stories, the experience can be both exciting and unexpectedly complex.
At inEvidence, we’ve supported countless customer films across the world and India is one of the places where teams often arrive with the strongest assumptions. They’ve done their research and they feel confident they know what to expect. But as we explored in our recent webinar, From assumptions to authenticity: the reality of filming in India, the truth is that India is rarely what you imagine and that’s exactly what makes filming customer stories there so exciting.
During the webinar, I had the pleasure of speaking with Amit, a producer/director and fixer with more than two decades of experience supporting international crews. His work spans from Race Across the World to The Reluctant Traveller with Eugene Levy, and he’s helped global brands navigate the realities of filming in India’s cities, villages and everywhere in between. What emerged from our conversation was a clear message for advocacy teams: filming in India isn’t difficult but it is different. Understanding those differences is the key to a smooth, respectful and creatively rewarding project.
Why assumptions fall apart quickly
One of the most common misconceptions is that India is “cheap.” Yes, the currency conversion can look favourable, but experienced crew, specialist equipment and, crucially, permissions come at a premium. India’s bureaucracy is famously slow, and if you want to do things properly, you need time. A permit that might take two days in Europe can take weeks in India. Some take months.
Another assumption is that India is a single, uniform entity. It isn’t. It’s 1.4 billion people, 22 official languages, 29 states and hundreds of cultures. You can drive 10 minutes and feel like you’ve crossed a border. Even Amit, who grew up in Gujarat and has spent his entire career travelling the country, says he discovers something new every time he goes on a shoot. For advocacy teams, this means one thing: stay curious. The moment you think you “know” India is the moment you stop seeing what’s really there.
The fixer: your most important partner
For many Western teams, the role of a fixer is unfamiliar. In India, it’s essential.
A fixer handles logistics—transport, crew, permissions, locations—but the real value lies in their local knowledge. They understand the cultural nuances, the political sensitivities and the local rhythms that shape how a story unfolds. They know when a planned idea won’t work, and when an unexpected moment will make the film.
The right fixer can bring years of travel, experience and relationship‑building to every project. They know the right people to speak to, the right way to approach a community and the right questions to ask. For customer advocacy teams, this partnership is what turns a good story into a great one and what keeps your contributors feeling respected and safe.
Crew size: prepare for a different rhythm
India’s film industry grew out of Bollywood and large‑scale TV dramas, which means crews are used to working with more hands on set. A DP expects someone to help change lenses. A sound recordist expects a boom operator. Equipment vendors often send their own technicians.
For advocacy teams used to lean, agile crews, this can feel overwhelming at first. But once you settle into the rhythm, it often speeds things up. More hands can mean faster setups, smoother transitions and fewer bottlenecks, especially in crowded or unpredictable environments.
The recce: where ideas meet reality
A recce in India isn’t just a location check. It’s where your assumptions meet the truth. It’s where you discover that the “perfect” office shot doesn’t work because of noise, or that the customer’s factory is far more visually interesting than you expected. It’s where you meet people who reshape your understanding of the story.
If you’re planning a large or complex customer shoot, a recce isn’t a luxury, it’s a lifeline.
Unpredictability is part of the process
India will always throw curveballs. A contributor gets stuck in traffic. A festival appears out of nowhere. A VIP visit shuts down a street. The monsoon arrives early. A train is cancelled. A new story emerges unexpectedly.
For advocacy teams working to tight schedules, this can feel stressful. But for those willing to lean into it, India rewards them with moments of authenticity that you simply can’t script. As Amit says, “If you don’t fight the unpredictability of India, a whole universe of stories opens up.”
Trust and respect: the heart of customer storytelling
Many contributors in India aren’t used to being on camera. Some worry about how they’ll be portrayed. Others fear their story will be misunderstood. Building trust takes time and that time is worth every minute.
Amit’s approach is simple: sit down, have chai, speak their language, listen. You also need to respect boundaries, be transparent and, above all, remember that you’re being invited into someone’s world. When contributors feel safe, the authenticity you capture is incomparable.
Top 10 tips for filming customer stories in India
- Give yourself more time than you think you need, especially for permits and visas.
- Arrive curious, not certain. India rewards openness.
- Invest in a strong fixer, they’re your cultural and logistical anchor.
- Expect larger crews, it’s how the industry works and it often speeds things up.
- Do a recce if possible—it will save you time, money and stress.
- Plan for unpredictability, build in buffers and stay flexible.
- Respect local communities and customers, trust is earned through patience.
- Avoid clichés, India is far more complex than the stereotypes.
- Budget realistically, good crew and permissions can be as costly as they are in Europe or the US.
- Let India surprise you, the best advocacy moments often aren’t the ones you planned.
