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IndianRoots captures the essence of the ‘Inherently Indian’ woman

Conceptualised by Brandmovers India, this is the first campaign for IndianRoots, the ethnic Indian fashion brand from NDTV Ethnic Retail

BestMediaInfo Bureau | Mumbai | August 19, 2015

IndianRoots Click on the image to watch the TVC., an online marketplace for Indian fashion by NDTV Ethnic Retail, has launched its maiden campaign nationwide, called ‘Inherently Indian’, on TV, outdoor and digital. The TVC, that marks the launch of IndianRoots’ first campaign under their new brand strategy, has been conceptualised and created by Brandmovers India.

The ‘Inherently Indian’ TVC, which was launched on August 15, 2015, has been directed by Soumik Sen of ‘Gulaab Gang’ fame. True to IndianRoots’ efforts around celebrating and glorifying India, the TVC highlights the everyday essence of being a modern Indian woman who is rooted to her culture. Indianroots not only has its patrons in metros and abroad, but is growing rapidly in tier II and III cities of India. The commercial is aimed at increasing brand awareness among women residing in these cities.

The commercial subtly blends Indian fashion with typical, underlying Indian traits and locations and seeks to bring fashion down from its high pedestal, making Indianwear look sensual. The TVC will initially air on NDTV India and NDTV 24x7 channels.

Rahul Narverkar, CEO, NDTV Ethnic Retail (, said, “I am excited about the launch of IndianRoots’ new TVC. It will help establish our positioning around the idea of ‘Inherently Indian’ in a visual manner and will beautifully blend fashion and story-telling, 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 in the country.”

Paroma Sen, Marketing Head, NDTV Ethnic Retail (, added here, “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.”

Commenting on the launch and the partnership of ideas for the ‘Inherently Indian’ campaign, Suvajyoti Ghosh, Co-Founder & Managing Director, Brandmovers India, said, “ 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. Agencies, in general, do not rope in Bollywood directors to direct a TV spot, but in this case, we wanted Soumik’s unique story-telling vision to come through and create great cinematic quality. To keep it real, we avoided casting the typical model figure, and instead chose to portray the real, modern woman, with a distinct candour.”

“The TVC is marked by a languorous verse narrative in Hindi, written in-house and centered around the concept of identity and beauty and how little Indian things are embraced everyday through the attires worn by women,” added Ghosh.

Director Soumik Sen remarked, “Indian fashion is evolving and IndianRoots is one of the harbinger of this revolution in Indian wear. The portal has always reinforced the notion that Indian fashion can also be stylish and modern hence, we wanted to create a commercial that talked about modern women embracing ethnicity. The modern Indian woman is someone who embraces her traditional roots with elan and wears it everyday. Capturing this on film implied making tradition chic and urbane, and bringing out her inner beauty. This was challenging, but it was a fun, monsoon shoot.”

Running alongside the TVC, the concept of ‘Inherently Indian’ will be extended across various social media platforms – with humane Inherently Indian stories being showcased on the Tumblr photo-blog.

The TVC:



Client: NDTV Ethnic Retail Ltd.

Brand: IndianRoots

Creative agency: Brandmovers India

Production House: Gotham Entertainment

Agency Team

Managing Director and Chief Creative Officer: Suvajyoti Ghosh

Account Director: Shekhar Ibhrampurkar

Script & Copywriter: Adrijaa Sanyal

Creative Associate: Rohan Shah, Prerna Nainwal

Art Director: Rohan Jha

Account Management: Elroy Rodricks

Production Controller: Chetan Jhadav

Production Team

Director: Soumik Sen

DOP: Murzy Pagdiwalah

DOP 2nd Unit: Arnold Fernandes

Editor: Cheragh Todiwala

Stylist: Eka Lakhani, Suchismita Dasgupta

Hair and Makeup: Smita Chadha, Supravat Naha

Line Production: Brandmovers and Just Lateral Thinkink

Production Manager: Subhash Jha

Assistant Directors: Sambit Mandal, Roma Kandpal

Post Production: Team Works

Colourist: Shashank Jha

Voice: Soumik Sen

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