Livon has launched a new campaign ‘Dolls’ to strengthen its positioning of ‘Let your hair free’. The campaign has been created by Mudra and produced by White Light Moving Picture Company.
The campaign uses dolls, each adorned with beautiful hair, in various situations.
WATCH the 60-second uncut version of the TVC here:
The creative director for the campaign is Mudra's Sanjay Menon. The film is directed by Razneesh Ghai (Razy).
Talking about the challenges faced while shooting the film, Ghai says, “Visually, the idea was exciting, but of course the challenge was how to execute it. I was very clear that using graphics wouldn't be the right choice for this script. It was then that we decided to create the dolls -- real dolls, in real environments. And since we cannot scale up dolls to human sizes, we had to scale down the environments to miniature sizes.”
Eight different sets were built during the shoot of the commercial, ranging from sizes of 10X15 feet to 25X50 feet to even only 6X6, to create a sense of realistic proportion.
Ghai adds, “To avoid the film looking very static, we decided to subtly include elements of movement in each doll's environment. So even if the doll is still, there is snow falling in the frame, a wind chime moving, streaks of light from passing traffic, a bathtub filling with water, smoke rising from a coffee cup, golden grass moving in the breeze. A mixture of real hair and synthetic hair was used (real in the exterior scenes with the wind shots to achieve that shiny, flowy feel, and synthetic hair in the interiors).”
The media mix for the campaign includes TV, print, BTL, outdoor and digital.