Four minute spot for Pantene wins silver at New York Film festival

Bindu Nair Maitra, 13 February, 2009

Mumbai

A four minute ad spot for P&G's Pantene, created for the Thailand market, has won a silver medal at the New York film festival. The spot, which was an account held by Grey Thailand, was conceptualized by Grey India's former creative director Sajan Raj Kurup as a one-off collaborative effort at a time when Grey's Thai counterpoint did not have an available creative director. The agency requested Kurup who was with the agency at the time, for assistance and the film was conceptualized by him. The film has been directed by well known Thai director Thanonchai Sornsriwithi for the Thailand market.

Watch the TVC here:

It may be noted that the ad spot has won in the short film category. The spot features the story of a deaf and mute Thai girl who is a talented violinist but feels isolated by those around her who try their best to discourage her from pursuing her love for playing the instrument. The spot ends on a note of achievement as the girl, despite personal losses, goes on to wow audiences at a talent contest. 

Speaking to Campaign India, Shilpa Swaroop, COO, Grey Thailand, elaborates on the project, "The four minute spot was originally intended for television, after which we had a cinema and online run, as well. We have had a significant online strategy of maximizing the effect through trailers, youtube clips, social blogs."

She further adds, "If you observe closely, P&G's 'Pantene Extraordinary' spot was a break from functional/celebrity based communication that is typical of the category. This spot was a departure from the usual hair care category. The client wanted an emotional connect with consumers, that was the overriding objective an the response to the spot showed that that objective was clearly achieved.