Contract Advertising, in its newest television commercial for Yardley, puts the spotlight on the beauty of doing something new, fresh and dynamic and inspiring the world to do the same. It talks about beauty not just in the light of appearances, but on the unstoppable enthusiasm and the constant lookout for something more, something new. It’s a seamless weave of their ‘Step up with Yardley’ proposition and a fresh take on beauty.
The past year has been no short of a roller-coaster ride with more downs than ups. With their never-back-down spirit and a fresh perspective on everything, women have stepped up in multiple ways to not just keep going, but also to keep thriving. They have fought the situation, ever-so-gracefully, and have come out stronger and more confident.
The commercial, conceptualised by Contract Advertising, a part of the Wunderman Thompson Group and member of the WPP network, focuses on the direct benefits of the talc, which are beauty, freshness and glow. It also integrates all the attributes of the quintessentially modern woman who is unafraid to show the world what she’s made of and to reach further and inspire it as well.
Manish Vyas, Business Head for Yardley India, shared the campaign rationale, “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.”
Ayan Chakraborty, EVP and General Manager, Contract Mumbai, commented, “The new normal is also about showcasing yourself and your talent beyond the confines of your home and physical locations. The last one year has accelerated this behaviour even more. This is the backdrop for this narrative. Talc, which gives you the freshness and confidence to naturally step up and go beyond.”
The film shows a woman in her mid-twenties performing some graceful classical moves on a rather modern beat, giving it her own, fresh spin. But she doesn’t stop at that, when asked to perform by her instructor. She chooses to share it with the whole world by going live and getting an overwhelming response.
Rahul Ghosh, Executive Creative Director, Contract Mumbai, added, “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 (CCO), Rahul Ghosh (ECD), Anwesha Praharaj (Copy Supervisor), Shivani Deshpande (Copywriter), Shirish Madghe (CD- Art)
Office Head: Ayan Chakraborty (EVP & GM)
Account Management: Sabina Singh (VP), Sharanmoyee Sen (AD), Daxsh Kaicker (AE) Planning: Rohit Srivastava (CSO), Monami Karmakar (VP)
Production House: Small Fry Productions
Director: Anand Iyer