Ritu Kumar, the designer-wear brand in India since 1969, debuts its TVC with a campaign for its Festive Winter 2017 collection. Bollywood actress Nimrat Kaur is the face of the campaign.
Conceptualised by Amrish Kumar, CEO of Ritu Kumar, the TVC celebrates the contemporary Indian woman and stresses upon innate values of truthfulness, strength, integrity and honesty. Photographer Bikramjit Bose and videographer Christina MacGillivray shot the campaign featuring videos and stills of an ethereal Nimrat Kaur in Mumbai.
On Ritu Kumar’s debut TVC, Kumar said, “Our first-ever television commercial aims at reaching out to a larger audience. We are seeing a rising level of sophistication in today’s 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 an 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 TVC is currently airing on all major television channels across the country and has gained over one million views on digital platforms like Youtube and Facebook.
The collection portrayed is titled, ‘Urban Gypsy’, a reflection of attempts to combine the glamorous sensibilities of a sophisticated world of a traveller with 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.
Creative Direction: Amrish Kumar
Director: Christina MacGillivray
Production: Mummy Daddy Media
Photographer: Bikramjit Bose
Cinematography: Varun Sud
Editor: Sandeep Gandhi