Gauri Shinde, ad film maker, shifted to feature film making with English Vinglish starring Sridevi. She says, ‘ A 30-second commercial gets shot in one day versus five scenes for a feature film in a day.’ There is a belief that a feature film can be a lot more liberating than a commercial can ever. Shinde agrees partially. A Director, Shinde feels, can insist on a 50 to 60 per cent vision in a feature. However, there is less control on promotion and distribution.