The actor quietly turns producer. Only into ad films for now, begins work on feature films next year

All may seem quiet on the John Abraham front but he has been keeping busy. He recently turned producer and has even shot three ad films.

Quiet beginning

Says an insider, "John launched his production company JA Entertainment six months ago without any fanfare. His firm has already produced three commercials one of them is the camera ad featuring Priyanka Chopra and Tarun Mansukhani.

Close friend Sheel Kumar, who gave the actor his first break in films with Jism, is his partner in JAE. The star intends to shoot at least 30 commercials this year.

He plans to produce feature films but that will happen next year. His company boasts an ensemble of directors who are both from the film industry and the international ad film world."

Interestingly, not all of the actor's endorsements are being produced through JAE. "John is open to shooting for other productions as he feels production is a learning process. In fact, other companies have shot his new engine oil and male grooming ads. As an actor he can also bring certain additions to the table."

Doing it all

For John, the quality of ads is more important than the money. "He has refused some commercials as he doesn't want to compromise on quality.

He is an MBA with an advertising background and understands the field very well. As a producer, he may not come for the actual shooting but he's very particular about attending pre-production meetings so he can provide them with the best creative ideas no matter how busy he is."

Adds the source, "John has been doing things quietly as he believes in actions speaking louder than words. People see him at meetings and usually assume he's all brawn, no brains. People don't see the intelligent businessman beneath the brawny exterior.

Few people are aware that he has signed up for more than eight ads and is at par with the other A-Listers. He endorses everything from shampoo to motor engine oils. He is a strong, stable brand."