Ivan Heng: 'We wanted to reach out to a new generation of theater goers'

Ahead of next month's re-staging of "Emily of Emerald Hill," the feisty and multi-talented Ivan Heng has kick started the PR machine early with his "Material Girl" music video.

Here we talk to him about the video that's been causing a buzz online, and how he's getting into sarong kebaya fit shape to become Emily for the 99th time.

CNNGo: What prompted the idea for the teaser video?

Ivan Heng: Firstly, we wanted to give the public a glimpse of the humor, wit and fabulosity of our brand new production at the Esplanade.

We hope that it would bring laughter to people, and that it would inspire them to come to the theatre to experience Emily live!

Secondly, we wanted to reach out to a new generation of theatre goers, and a music video seemed a very creative, exciting and apt medium.

CNNGo: How long did it take to come together?

Heng: The video was conceived over a week through discussions with director and editor He Shu Ming, myself and [director] Glen Goei. It was shot over 30 hours in two days with four hours of sleep in between.

CNNGo: I'm guessing that Madonna wasn't the only inspiration for the video?

Heng: In her preface for Emily, [writer] Stella Kon quotes Shakespeare who wrote of Cleopatra, “Age does not wither her, nor custom stale her infinite variety.”

In creating Emily, Glen and I were inspired to think of our mothers, both of whom are strong, beautiful women.

CNNGo: Why Madonna's "Material Girl," any particular significance?

Heng: For better or worse, the Peranakan is obsessed with the finer things in life: refined food, beautiful clothes, ostentatious jewelry, grand homes and having the right connections. In short, very materialistic.

CNNGo: One last question ... sarong kebayas are usually rather unforgiving on anyone other than an SQ girl. How are you getting in shape for the role.

Heng: In the play, Emily says “Ladies, if you’re watching your weight, you just rata rata la" which translates as "Eat dishes only, don’t worry about rice.”

This is my diet, also spinning classes and rehearsing ... I've lost nine kilograms over the last nine months.