Indianroots.com, an e-commerce portal for Indian fashion from NDTV Ethnic Retail, launched its maiden TVC on Independence Day, 15 August 2015. The film has been conceptualised by Brandmovers India.
The spot underlines the theme 'Inherently Indian', showcasing the country in its motley hues. It captures different facets of the nation and the modern Indian woman in each. As the camera focuses on modern day infrastructure and run down buildings alongside colourful celebrations of tradition by modern women, a voice over takes viewers through the idea of India, which is 'more than a country'. The modern day women featured present a positive and inspirational facet, while subtly showcasing fashion ranging from the traditional to the modern, against backdrops ranging from the metro trains of Mumbai to the rickshaws of Kolkata. The film, in two edits of 30 and 60-seconds, manages to capture the positive side of the India we live.
A note explained that the commercial is aimed at increasing brand awareness among women residing in tier II and III cities of India, for the brand which has established its presence in metros and abroad. The TVC will initially be on the group's news channels NDTV India and NDTV 24x7.
Rahul Narvekar, CEO, NDTV Ethnic Retail (Indianroots.com), said, “It will help establish our positioning around the idea of 'Inherently Indian' in a visual manner and will beautifully blend fashion and storytelling, while highlighting typical quirks of our country. IndianRoots is a firm believer in 'Make In India' and our TVC conveys the uniqueness and immense potential in this message. With this commercial we aim to capture the attention and increase the recall value of IndianRoots within the tier II and III customer base of our country.”
Paroma Sen, marketing head, NDTV Ethnic Retail (Indianroots.com), added, “IndianRoots has come a long way in the last two years, building up a strong foundation and business within and outside India. It gives me immense satisfaction to now launch our latest TVC, heralding the dawn of IndianRoots' explosion into tier II and III cities of India. Coming in before the kickoff of India's festive season this year, the TVC explores the moods and sentiments that every Indian will identify with. This TVC will help IndianRoots build awareness in growing markets, and help us connect with our customers at a very human and emotional level.”
Suvajyoti Ghosh, co-founder and MD, Brandmovers India, said, “Indianroots.com is one of the leading e-commerce portals of Indian fashion and it was a great honour for us to work with a portal which promotes the unique and excellent products of our nation."
Ghosh added that a conscious decision was made to avoid casting typical model figures, opting for 'real, modern women' instead.
The concept of ‘Inherently Indian’ will be extended across social media platforms, informed the official statement. Among others, 'Inherently Indian' stories are being showcased on inherentlyindianstories.tumblr.com.
Client: NDTV Ethnic Retail
CEO: Rahul Narvekar
Marketing head: Paroma Sen
Agency: Brandmovers India
Co-founder and MD: Suvajyoti Ghosh
Director (film): Soumik Sen