Femina gets Kalki to don the many moods of the Indian woman in new TVC

Femina has released a new commercial featuring Kalki Koechlin as the new Indian urban woman. The film highlights the various moods of the new-age woman, and symbolises Femina’s understanding of the audience. 

Commenting on the new film, Tarun Rai, chief executive officer, Worldwide Media said, “Femina recognizes that the young urban woman of today knows what she wants. She manages her relationships as well as her professional life with equal ease. She doesn’t want to be put in any box but knows that she can be many women at the same time. Most of all, she exudes an easy confidence. The film tries to capture these aspects with Kalki delivering it with just the right amount of sensuality and playfulness, a mood captured beautifully by Anurag Kashyap.
 
Elaborating on the film, Venkatagiri Rao S, group creative director, Mudra West said, “Femina’s new tagline, ‘For All The Women You Are’ celebrates today’s young woman - the woman of many parts, easy in all her roles. The TV spot captures her in all her glorious moods - impish one moment, sensuous the next, vulnerable and confident, playful and no-nonsense in the same breath. What starts off as a sexy Sunday morning moment ends up with her partner being charmed (or suckered, more like) into housekeeping duty, without skipping a beat, or wiping the smile off his face. All set to a background track, with the lyrics playing up all the women that she is, in the course of one morning.”
 
Arijit Ray, president, Mudra West added, “The new tagline is probably the most appropriate statement to symbolise the aspirations of the modern day progressive woman. It is a toast to the bold ones, who are going out and building a brave new world for themselves. The task was to dimensionalise the many moods of this Indian woman with a certain attitude and style reflective of this mindset.”
 
Credits:
 
Client: Worldwide Media (Femina)
Agency: Mudra West
Office head: Arijit Ray 
Chief creative officer: Bobby Pawar
Creative head: KB Vinod
Group creative director: Venkatagiri Rao S.
Art: Preeti Verma 
Account planning: Mehak Jaini
Account management: Shreya Jha, Kashmira Talati, Dwiti Kacharia
Film department: Tapan Sharma
Production House: Coconut Films
Producer: Tushar Raut
Director: Anurag Kashyap 
Music: Mikey McCleary