Makani Creatives' 360-degree campaign helps Netsurf to launch 'Rang Dé'

The agency urges consumers to embrace home-grown natural cosmetic brand

MUMBAI: Netsurf ropes in Makani Creatives as a creative partner for 360-degree outreach campaign, including print and digital to launch their home-grown, natural cosmetic brand ‘Rang Dé’,

Netsurf, India’s direct selling company with a customer base of over 2.5 million, has come up with a new product — Rang Dé, which represents Indian shades for makeup to embrace eternal beauty.

Makani Creatives, known for its cutting-edge work on some of the biggest brands in India, will be handling the overall digital aspects from social media to digital media outreach for Rang Dé.

The campaign focuses on the women of today, in an elegantly orchestrated single-take brand film conceptualized by the agency and choreographed by the eminent choreographer duo, Uma-Gaiti.

Netsurf Communications Pvt Ltd chief executive officer and managing director Sujit Jain said: “The primary objective was to position Rang Dé as a contemporary, young, vibrant & exotically Indian brand. To create a fun, unconventional make-up routine that resonates with the women of today”.

He further added, we were really excited to hear the concept; the entire collaboration between choreographers, Uma-Gaiti and Makani Creatives Pvt Ltd really helped us achieve more than what we expected out of the campaign film.

The campaign film made its first appearance at the Filmfare Glamour & Style Awards, and is visible across all major digital platforms such as YouTube, Instagram and Facebook.

Meanwhile, Makani Creatives creative director Sachin Padave said: "The idea was to position Rang Dé as a brand that helps you embrace yourself, without letting go of the fact that we're talking about different individuals, their different skin tones, beliefs, tastes and individualistic sense of fashion.”

The campaign visuals portray multiple models with different skin tones, reflecting the different Indian ethnicities, and the fact that Rang Dé – with its organic range of products – can cater to any skin tone or skin type, a press statement said.

The choreographer-duo Uma-Gaiti, who seamless helped making this film said, “We’ve directed a number of films and videos, but a one-take campaign for a beauty brand was a first for us. We were excited from the moment we heard about this project.”

According to them, the share of limitations, they had, was with lights, camera, casting, choreography and etc. however, they believe limitations open doors to new ideas along with Makani Creatives we managed to pull off the ad campaign film beautifully.

Rang Dé strives to bring out the best in every individual, imparting confidence to take on the world. Being herbal in nature with organic pigments escalates this exclusive range to offer countless benefits and kindness to your skin.

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