In conversation with The Pioneer, three-time Indian Recording Academy Award (IRAA) winner Ninad Lad delved into his journey from an award-winning guitarist to one of India’s most sought-after sound engineers. He further shared insights on balancing commercial precision with artistic expression, the impact of digital platforms on sound engineering and how AI and immersive audio are reshaping the future of the industry
Tejal Sinha
Three-time Indian Recording Academy Award (IRAA) winner Ninad Lad has shaped the soundscapes of some of the biggest films, TV shows and commercials in India. With over a decade of experience and a portfolio spanning 5,000+ TV commercials and numerous high-profile projects, Ninad has mastered the art of sound engineering. His latest works includes mixing the background score for Citadel: Honey Bunny, Dunki, Guns & Gulaabs, Lust Stories, Fukrey 3, Chup and Mismatched Season 2.
Before becoming one of the most sought-after sound engineers in the industry, Ninad was an award-winning guitarist, securing the IIT Mood Indigo title in 2007. His passion for music still runs deep, as he continues to collaborate on jazz and indie projects with artists like Rhythm Shaw, Gino Banks and Mohini Dey.
In this candid conversation, Ninad shares insights into his creative process, the transition from guitarist to sound engineer and how he balances commercial expectations with artistic freedom.
With a filmography that spans action thrillers to comedies, Ninad has honed the ability to adjust his sound approach based on genre. He emphasises that each project demands a unique sonic treatment.
“With action thrillers like Citadel: Honey Bunny, the sound needs to feel larger than life. Punchy percussion, deep bass and immersive spatial effects help build tension and excitement. On the other hand, for a comedy like Fukrey 3, the focus is on making the sound lively, playful and crisp, ensuring that dialogues and comedic timing shine through without unnecessary distractions. It’s all about understanding the mood of the film and letting the sound enhance that experience organically.”
Ninad’s transition from being a guitarist to a sound engineer has profoundly influenced his work. His background in music allows him to approach sound design with a deep understanding of tones, textures and emotions. “Being a guitarist taught me to listen deeply to tones, textures, and emotions within music. This instinct carries over into sound design, where even the smallest sonic detail can shape a scene’s impact. When collaborating with filmmakers, I translate their vision into sound, much like I would interpret a song’s mood through my instrument. My musical background also helps me communicate better with composers and artists, ensuring the sound not only fits technically but also feels right emotionally.”
Having worked on over 5,000 TV commercials, Ninad knows the challenges of capturing a listener’s attention in just a few seconds. He believes that experimentation is key to making sound stand out in advertising.
“Advertising is all about impact—you have just a few seconds to grab attention. The key is to experiment with textures, rhythms and unique sound elements that instantly stand out. Sometimes, it’s about stripping things down to their essence; other times, layering unexpected sounds can create something fresh. Each brand has a distinct identity, so I always tailor the sound to reflect that while ensuring it feels modern and engaging.”
While precision is crucial in sound engineering, Ninad also takes creative risks to push the boundaries of conventional sound mixing. Films like Dunki and Guns & Gulaabs provided opportunities to explore new sonic landscapes.
“Absolutely! Dunki had moments where we played with subtle distortions and unconventional reverbs to heighten the emotional weight of a scene. For Guns & Gulaabs, the retro crime setting allowed me to experiment with vintage-style processing, giving the soundtrack an era-specific grit while maintaining modern clarity. Taking creative risks is crucial—some of the best mixes come from stepping outside the traditional playbook.”
Working on both mainstream hits and indie projects, Ninad has mastered the balance between maintaining authenticity and appealing to global audiences.
“The core of any project is storytelling, and authenticity comes from staying true to that. For mainstream projects, the sound needs to be polished yet distinct, blending global production standards with cultural nuances. In indie projects, there’s more room to explore raw, unconventional sounds. Whether working on a commercial hit or an independent film, my focus is always on enhancing the emotional connection through sound while keeping the sonic identity unique.”
From the youthful vibrance of Mismatched to the dark psychological depth of Chup, Ninad carefully curates the sonic identity of every project.
“Every project starts with understanding the world it creates. Mismatched had a youthful, modern energy, so the sound was crisp, clean and vibrant to match that vibe. Chup, on the other hand, was intense and psychological, requiring a darker, more atmospheric approach. The goal is to complement the story without overpowering it and using sound as a subconscious tool that heightens emotions and immerses the audience in that world.”
While commercial projects demand precision and polish, indie projects allow for more artistic freedom. Ninad enjoys the challenge of both.
“It’s about finding the right space within each project. Commercial work has specific expectations—there’s a need for precision and polish. Indie projects allow for more creative freedom and experimentation. I enjoy both because they challenge different aspects of my craft. Even within structured commercial projects, there’s always a way to infuse a personal touch, whether through a unique sonic texture or an unexpected mix choice.”
Deciding which sounds, beats, or instruments best evoke emotion is an instinctive process for Ninad. He believes sound should elevate a scene without distracting from the storytelling.
“It all starts with feeling. If a scene needs tension, I look at ways to build anticipation through bass swells, subtle echoes, or rhythmic patterns. For emotional moments, warm textures and soft reverbs can create an intimate connection. Sound should never distract—it should elevate the scene without the audience necessarily noticing why they feel a certain way. A good mix is one that disappears into the storytelling.” With digital platforms democratising music production, sound engineers have a greater impact on audience experiences than ever before. “It’s an exciting time. Independent artists now have access to high-quality production tools without needing massive studio budgets, which allows for more experimentation and unique sounds. Sound engineers play a crucial role in shaping these sonic experiences, helping independent music stand shoulder to shoulder with mainstream releases. The direct-to-audience model also means more creative control, and that’s a big win for both artists and engineers.”
Looking ahead, Ninad is excited about the next wave of innovation in sound design.
“AI-driven tools are becoming increasingly sophisticated, helping streamline workflows and opening up new creative possibilities. Spatial audio and immersive sound experiences, especially with VR and AR content, are also pushing boundaries in storytelling. The way audiences consume sound is evolving and I’m excited about how technology will continue to redefine what’s possible in sound design.”
