Kerovit | Talaashi Dance
Kerovit has established itself as a modern and cool brand. We were approached by Crayons Advertising which was looking for a film which would reflect Kerovit’s quirky and fun ideology. The sanitary ware line by Kajaria wanted to express its free spirit and look attractive to the young urban.
The ad film portrayed a cop stumbling across a beautiful bathroom and unleashing her uninhibited avatar at the sight of it. The primary challenge was to successfully build up the suspense and keep the element of surprise alive. Audience’s curiosity was captured by cinematically portraying the urgency of the situation. Anushka Sharma as a cop, search warrant, the shocked family were used to lead the audience to believe that something wrong could be going on in the house. While sleuthing for smuggled goods the cop, and the viewers, are pleasantly surprised by the beautiful bathroom in the grand reveal.
The challenge was to make the cop dance without it coming across as offensive or distasteful. The solution was found in ‘Talashi dance’ which was an amalgamation of the cop’s investigation and her cool moves. The ‘Talashi Dance’ thus became the cop’s expression of fun and freedom as she enjoyed her work. The bridge between the cop and the bathroom had to be effectively established to make matters relevant. This problem was solved in collaboration with the creatives as the line “Yeh sab smuggled hai?” (Is all of this smuggled?) was included in the copy.
Pushi edited this film to a Thumri by Begum Akhtar. The traditional song reflected the culturally rich taste of the Thakur. It established a spellbinding contrast to the modernity of the film. Abhishek Arora creatively fused the contemporary music with the traditional form to create a track which made the film a ‘hit’.
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