Campaign India Team
Feb 02, 2015

Lux discovers the power of fragrance through portraits

Watch the film conceptualised by J. Walter Thompson here

Lux has released an ad film titled, 'Perfume Portraits'. The film features Bollywood actress Katrina Kaif and has been conceptualised by J. Walter Thompson’s Mumbai and Singapore teams.

The film is a two-minute narration by photographer Bhavesh Patel. It begins with Patel talking to the audience about his idea of beauty. As the monologue continues, the film shifts to the makeup room where we see Kaif getting ready for a photo shoot. The adjectives used by the photographer are personified by Kaif as she interacts with the world around her.

As Kaif goes for the shoot, the film gives us a glimpse of what it feels like to be both ahead of and behind the camera. Patel talks about how fragrance from a person forms his vision.

As the film shows us the two protagonists going over the recently taken pictures, it is revealed that Patel is in fact visually impaired. He smiles as he asks Kaif, what she makes of the pictures.

The film ends with a showcase of the pictures taken by Patel and writing that reads, “Discover the power of fragrance.”

Tista Sen, NCD, J. Walter Thompson, said, “Beauty can be substantive and meaningful and not restricted to a star in the bath tub.   How to infuse emotion into something as mundane as bathing led to the conceptualization and creation of perfume portraits an honest, authentic look of beauty through the eyes of the beholder… except in this case he who was visually impaired."

Credits:
Client: Lux
Creative agency: J. Walter Thompson
Account management: Kishore Tadepalli, Roneeta Ghosh and Ahibroto Roy
Creative: Tista Sen, Simone Patrick, Tina Sachdev
Films: Anupama Ahluwalia, Shradha Singh

 

Source:
Campaign India

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