New Delhi: Ritu Kumar designer-wear brand in India since 1969 debuts its TVC with a campaign for the brand’s Festive Winter 2017 collection.
Nimrat Kaur, critically acclaimed Bollywood actress known for her individual achievements and global appeal is the face of the campaign.
Conceptualized by Amrish Kumar, CEO of Ritu Kumar, the TVC celebrates the contemporary Indian woman & stresses upon innate values of truthfulness, strength, integrity & honesty. Photographer Bikramjit Bose & videographer Christina MacGillivray shot the campaign featuring videos & stills of an ethereal Nimrat Kaur in Mumbai.
On Ritu Kumar’s debut TVC, Amrish Kumar adds, “Our first ever television commercial aims at reaching out to a larger audience. We are seeing a rising level of sophistication in todays consumer and we are looking to expose the Ritu Kumar brand to them. 2018 marks the 50th year for the company and the TVC is a apt way to announce this event. The TVC features Nimrat Kaur, who with her individual achievements and global appeal was a natural choice to represent the collection and our brand.”
The voiceover is a hindi translation of the poem “If” by Rudyard Kipling.
The highly successful TVC is currently airing on all major television channels across the country & has gained over 1 million views on digital platforms like Youtube & Facebook.
The collection portrayed is titled, “Urban Gypsy”, a reflection of attempts to combine the glamorous sensibilities of a sophisticated world traveler with the down-to-earth ease of a stylish nomad. Inspired by the rich textile heritage and craftsmanship of Asia, Urban Gypsy is the perfect mélange of Indian design aesthetics within a global context.
Since 1969, Ritu Kumar has developed a unique style of its own, reflecting the ancient traditions of Indian craftsmanship in a contemporary vocabulary. Mrs. Kumar’s understanding of ancient designs and the innovative use of traditional crafts has created a new classicism.
Today the company is renowned for its distinctive use of colors, quality of fabrics, intricate embroideries and a gloriously rich Indian aesthetic.
Link to view the TVC : https://www.dropbox.com/sh/f3no5upyonyxu0c/AACa-24JNVTLn1UN3GRK6vmFa/TVC?dl=0&preview=RK+Nimrat+Kaur+TVC+30+Sec.mov
Creative Direction: Amrish Kumar
Directed by: Christina MacGillivray
Produced by: Mummy Daddy Media
Photographer: Bikramjit Bose
Cinematography: Varun Sud
Editor: Sandeep Gandhi
Hair & Make up: Elton John Fernandes
Stylist: Nidhi Jacob