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Tag: Kopal Naithani

  • Tanishq’s new film celebrates equal partnership in marriage

    Tanishq’s new film celebrates equal partnership in marriage

    Mumbai: Rivaah by Tanishq, a wedding jewellery destination from the house of TATA, launches a heart-warming campaign that celebrates the modern bride who charts her narrative. conceptualised by Lowe Lintas, the campaign highlights her progressive mindset, and beliefs, and how it holds for her wedding as well. Marking a new milestone, Tanishq is launching its first-ever 3-minute-long multilingual film on Television, representing India’s diversity and adding to the brand’s legacy of compelling and expansive storytelling. This multi-starrer film features actors from various regions, further emphasizing Tanishq’s deep connection and resonance with diverse audiences from across states in India.

    For Marriages Crafted by You is the essence of this campaign, underscoring the idea that the modern bride plays an active role in shaping her wedding journey. Today’s bride is a trailblazer, merging the old with the new, placing herself at the heart of her story. Embracing traditional values and modern upbringing in equal measure, she steps into this new chapter with her groom as an equal partner. Together, they share the journey of adaptation and change, thus reflecting the shifting landscapes of modern relationships and marriages. The film celebrates not just the warmth and relationships shared by the bride and her family but also shines a spotlight on the bride’s agency in navigating her wedding journey. In true Tanishq style, the storytelling remains charming, endearing, and filled with emotion, continuing the brand’s legacy of crafting heart-warming narratives with a modern, progressive take on traditional values and this time in the wedding context.

    This film, through a poignant yet subtle narrative, makes a bold and powerful statement and challenges expected societal norms. As the bride reflects on the changes marriage brings forth, she poses a question: why should the responsibility of adapting and adjusting fall solely on her? The film then reveals the groom as an equal partner, ready to share the responsibility and navigate their new life post-marriage, together. Through a light-hearted yet emotional tone, the film thus portrays marriage as a beautiful union of equals, where both partners embrace change. It establishes the deeper message of equal marriages and focuses on the new-age bride charting her own narrative.

    As the guiding force of her wedding, the bride takes her loved ones through a harmonious blend of tradition and modernity, crafting a day that reflects her unique journey – for marriages crafted by you, for you.

    The narrative features brides and jewellery from across major regions of India and highlights not only the rich diversity of traditions and cultures but also the shared emotions of love, understanding, and playful banter between the bride and her family.

    The film features an ensemble cast including Tanishq’s brand ambassadors, Nayanthara for the Southern region and Mimi Chakraborty for Bengal, as well as the acclaimed veteran actor Shobha Khote.

    Tanishq CMO Pelki Tshering said, “Rivaah by Tanishq sees marriage through the eyes of modern brides from regions across India. Today, with the evolving dynamics of relationships, our brides play an active role in crafting marriages that are uniquely theirs. Our campaign highlights the significance of equal partnerships, where both individuals embrace change together. Through this narrative, we celebrate every bride’s ability to create a marriage that reflects her identity, her path, and the future she and her partner will build together.”

    Speaking about the campaign, Superfly Films founder & director Kopal Naithani said “The new Rivaah film raises the question of what modern marriages should look like. Traditionally, the burden of change and adjustment in a marriage has often been placed on the bride, reflecting societal expectations of women. However, the Rivaah film reimagines these norms by suggesting that the responsibility of change should not rest solely on the bride. Instead, it presents a more balanced and equitable vision of marriage, emphasizing mutual respect and shared responsibility.”

    Lowe Lintas head of creative  Arpan Bhattacharyya Bangalore said, “A marriage is a new chapter for all involved. Why then should the onus of changing, adapting, and compromising rest with the woman and her side of the family? A marriage of equals should mean that both sides take up the responsibility for change. Equally. That’s the message this campaign is designed to convey.”

    Rivaah by Tanishq’s latest collection features stunning wedding trousseaus for all regional brides, beautifully balancing traditional charm and contemporary appeal. For brides in metro regions, the collection showcases some stunning modern polki and diamond designs. Crafted for the bride who knows her worth and celebrates her journey, experience the warmth, elegance, and empowerment of the new age bride with Rivaah by Tanishq – where every piece tells a story of love, equality, and timeless elegance.

  • Urban Company and Talented release ‘Dignity of Labour’ series’ third film

    Urban Company and Talented release ‘Dignity of Labour’ series’ third film

    Mumbai: Urban Company has been on a mission to bridge the respect gap between India’s white and blue-collar workers over the past year. After Chhota Kaam, and Chhoti Soch, their third film in the series speaks  about this subtle yet insidious prejudice, brought to life in conversation between a father and daughter.  

    Around this time each year, LinkedIn is flooded with chatter about leadership in workplaces- good managers, bad managers, toxic managers, handing out peanuts in the name of increment managers. However, the very same employees who engage in discourse around leadership styles, work-life  balance and mental health, often don’t make the best employers, at home.

    Urban Company senior brand manager Kartik Ahuja said, “Over the last 10 years, Urban  Company has been instrumental in reshaping India’s access to blue-collared services. We have two  constituents, our customers and our partners, and in order to create a mutually beneficial platform, a conversation around the dignity of labour isn’t just a communication platform, but a business  necessity that ensures consistent year-on-year earnings growth for our partners, safety nets in the  form of insurance and medical cover, Over 57,000 Urban Company professionals have benefitted  from skill training programs and accreditations, climbing the ladder to upward social mobility. With  this work, our intent is to nudge society to see our partners the way we see them – as professionals.”

    Through hours of interviewing UC professionals, the creative team at Talented derived insights about the various ways in which the respect gap between blue and white-collar workers has widened. This bank of biases highlighted that the limited glass-cabin’ view of workplaces excludes the very  environment that millions of UC professionals work in every day – our homes. Thus the mutual respect, irrespective of the stature or nature of work, that forms the bedrock of dignity, doesn’t permeate these glass borders.

    Talented’s Aakash Desai added, “We all wax eloquent about mental health at the  workplace and what we expect from our managers within the contours of Corporate India. We have an  expansive vocabulary to talk about what makes a “toxic” workplace; and yet we often forget that our  homes are the workplaces for UC Professionals and other support staff -that we are their managers. How do our actions at home weigh against our ideas of creating a conducive environment for  someone to do their life’s best work? In our third film in the series, we attempt to bridge the respect  gap between white and blue-collar workers, to reflect UC customers being allies to UC Pros.”

    Superfly founder and director Kopal Naithani said, “The film is a slice-of-life, everyday  conversation between a father and a daughter  a casual chat that takes an unexpected turn and  pushes the father to counter an unspoken prejudice. Our biases against blue-collar workers are  seldom verbalised it is complex, rooted in class-based ‘othering’ and passed down generations. Therefore the only way to break these intergenerational cycles of bias, is to pause, recognise and question them.”

  • BoroPlus launches fairness cream in India

    BoroPlus launches fairness cream in India

    MUMBAI: Indian society is at the cusp of a new beginning with more and more women having stories of grit and passion to reach their objectives by overcoming internal and external challenges. Breaking every stereotype, women in India are embracing unique professions and passions. They are the #IndiaKaNayaChehra. With such an active lifestyle, women are on the lookout for a face care product which is not for superficial beauty but that would nourish the skin from within.

    Celebrating this new face, Emami, the Indian FMCG major, has launched a BoroPlus Healthy White fairness cream.

    The television commercial has been directed by Kopal Naithani, one of the most promising women directors in the Indian ad business. 

    The film shows the face of today’s power women of India. This is a country where girls like Avani Chaturvedi ( the first Indian woman fighter plane pilot) or Riya Yadav (a second-year student becoming the youngest female rider to conquer Khardung La – the World’s Highest Motorable Pass in Ladakh). The television commercial champions this incredible spirit, depicted by the women pilot and biker, who march on to fulfil their ambition – uninhibited by the harsh environment around them. ‘She’ is not afraid of any obstacle coming in her way and overcomes all barriers to achieve her dreams. 

    Emami director Priti A Sureka says, “Today’s woman is #IndiaKaNayaChehra as she goes ahead in her pursuit to achieve her objective without worrying about external and internal aggressors. The existing beauty creams in the market offer solutions to your skin conditions but only from the outside. The skin which is exposed to the harsh environmental conditions every day needs more than just a product to make it healthy. That is where BoroPlus Healthy White Fairness Cream comes to your rescue.”

    The key communication was to focus on today’s woman power. It is not about skin whitening but about the fair opportunities for women.