Greenlam introduces Saundarya Premi, the bestower of beauty

A new film for Greenlam Laminates is on air, where a fictitious old-world character 'Saundarya Premi' is shown to be responsible for many things considered to be beautiful. At the end, when his disciple asks him what will happen when he is gone, Saundarya Premi says there will be Greenlam Laminates to make the world beautiful.

Talking about the film, Ashish Chakravarty, executive creative director, McCann Worldgroup - New Delhi, said, "In a category in which there isn't much interest, like laminates, noticeability is one of the most important things. The client in fact expects a high order of creative. This idea started with a larger one of beautifying. We had several scripts about the 'Right to beautify' and so on. Then Ram (Madhvani), who was also involved in the creative process, said that there is some other film or concept that is a little similar. We then had a huge brainstorming session on how to kick that concept away but still keep the idea of beautification. The idea that we cracked was that there is a possible story behind a lot of things that are beautiful. So we invented 'Saundarya Premi', along the lines of Vatsayana in the movie 'Utsav', and also Kishore Kumar."

Prasoon Joshi, president, McCann Worldgroup, South Asia, who has also written the song for the ad, said, "Greenlam is always a very exciting brand to work on and the client always wants something that is clutter-breaking. The earlier film 'Coffin' was a little controversial  and didn't have a long run. With this one, we wanted to be clutter-breaking, but not take that kind of risk with the creative. Hence, the idea of this character who's actually responsible for beauty in the world, who we named 'Saundarya Premi'. The script evolved with the whole team and Ram."

There will be more of 'The Beauty Man' soon in other mediums as well.

Credits:

Client: Greenlam

Creative agency: McCann Erickson

Creative director: Prasoon Joshi, Ashish Chakravarty, Kapil Batra

Production house: Equinox Films

Director: Ram Madhvani