Yardley India has rolled out a campaign that has been conceptualised by Contract Advertising which talks about beauty as more than just an appearance, by stating the benefits of the talcum powder.
The film shows a woman dancing to a modern beat with classical moves, giving her performance a fresh spin. When asked to perform by her instructor, she chooses to share it with everyone by going live and receiving an overwhelming response.
Manish Vyas, business head, Yardley India, said, “Yardley London has always been an epitome of trust and quality over the years. It is the craftsmanship that Yardley has mastered over the 250 years of rich heritage and international lineage, which our patrons cherish with all their heart. Our latest talc proposition attempts to bring the brand further closer to consumers by making it more relevant to their needs. This film shows how Yardley Talc, made from the finest floral ingredients, helps bring out the best version of yourself. It not only provides superior freshness, but also enhances your looks, giving you the confidence to step up in life.”
Rahul Ghosh, executive creative director, Contract Mumbai, said, ‘’Talcum powder is viewed as rather functional. And we wanted to change that. We wanted to speak to the consumer that uses talc as a beauty ritual and build on that. With a story that had freshness written all over it, a fresh feeling and of course fresh thinking. Plus, the fusion dance just makes it fun to watch again and again!’’
Agency: Contract Advertising
CEO: Raji Ramaswamy
Creative: Sagar Mahabaleshwarkar, Rahul Ghosh, Anwesha Praharaj, Shivani Deshpande, Shirish Madghe
Office head: Ayan Chakraborty
Account management: Sabina Singh, Sharanmoyee Sen, Daxsh Kaicker
Planning: Rohit Srivastava, Monami Karmakar
Production house: Small Fry Productions
Director: Anand Iyer