Conceptualized by the creative team from Ambience Publicis and
directed by Prakash Verma - of Nirvana films, the new campaign romanticises
a women's simple fascination with her hair. The TVC created is of
40 seconds duration.
to the makers, a woman, albeit unknowingly conveys a lot through
simple hair play. Her moods, sentiments and emotions are all wrapped
up in this secret language of her tresses. The ad film portrays
women in various routines and depicts how hair conveys their moods
and thoughts. These situations bring alive the language of hair.
The need for strong hair forms a central part of the clear communication
of the woman's feelings and emotions.
situations include, a woman's aggression conveyed through her hair
as she gets ready to face the challenge of exams, the shielding
effect of hair as the woman walks down a dusty road, the playful
intimacy which comes through when the woman in twilight, shares
some sweet moments with her beau, the strength and support that
hair lends her in times when she is down with life and the sweet
hope for the future that the woman reflects in the way she handles
and cares for her hair. The voice over is of a commentator who observes
the transformation of a woman's emotions and feelings into this
language of hair.