Patanjali Paridhan | A dreamy fusion of fashion and patriotism
From being a sensational yoga guru to a business tycoon, Baba Ramdev has come a long way. Irrespective of how one feels about Ramdev’s trajectory in life, it is inarguably true that he is a force to be reckoned with. For every person who opposes his views, there are many supporting his journey. Patanjali Paridhan, Ramdev’s latest venture, has finally made its way to the advertising circuits. A recent video campaign for the brand went live a few days ago and provided a sneak peek to what it will bring to the table.
The promotional film has been conceptualised and created by an Indian marketing agency named L&K Saatchi and Saatchi. The most striking thing about the advertisement is a jingle that plays throughout its runtime. The chorus, “Tan man dhan, India ban”, captures the essence of the campaign with brevity. The colourful visuals and picturesque frames add another layer of depth to the patriotic yet playful theme of the promotional video. For instance, towards the end of the film, a couple of foreigners are depicted donning attires from Paridhan’s collection of ethnic wear. Similarly crafted shots coupled with the adroitly synchronised jingle deliver a captivating introductory statement for the brand’s launch.
According to Campaign of The World, this promotional film’s biggest strength is its attention to detail. A sense of patriotism is being portrayed as one of Paridhan’s core values, and we would like to believe that it is more than just a marketing trope. Getting past our reservations, we feel that the campaign delivers more than what was expected on all fronts.
Credits-
Brand: Patanjali Paridhan
CEO: Mr.K.N. Singh
Agency: L&K Saatchi & Saatchi
Managing Partner: Anil K. Nair
CCO: Delna Sethna
Executive Creative Directors: Kumar Suryavanshi & Ashish Naik
Copywriter: Kumar Suryavanshi
Creative Team: Avinash Murchawade, Prathamesh Bhosale, Divya Kataria
Brand Team: Peenaz Aspi Irani, Jennifer Mulchandani, Raj Sayani
Production House: Prodigious
Producer: Chahna Rupani, Shraddha Singhvi
Associate Producer: Rajdeep Sahi
Agency Producer: Vijay Vigamal, Sudhindra Mishra
Director – Shai
1st AD – Himanshu Mishro
2nd AD / DA – Ajay Nautiyal
DA – Shreesh Shirali
DOP – Gianni Gianelli
Gaffer – Arvind Shetty
Focus Puller – Alok Parmar & Sharad
Music Director: Arun Chillara
Lyrics & Voice Over: Kumar Suryavanshi
Singers: Soumya Chakrabortty, Akanksha Bhandari
Sitar: Bhupal Panshikar
Flute: Avadhoot Phadke
Santoor: Raghavendra Baliga
Tabla: Prasad Padhye
Chorus: Anusha, Chantelle, Rhiya, Hitesh
Arrangement: Arun, Rahul K, Adriel G
Sound engineering & Sound Design: Vipal Patel
Sound engineer (Asst.): Rahul Shinde
Studio: Octavius
Costumes – Kristy Decunha
Costume assist – Pankhuri & Eeshita
Makeup – Elton Steve Vessoaker
Makeup assist – Ravi Raj Joiya, Sahil Khan
Production Design – Navin Kenkre
Art Assist – Prakash
Post producer – Sachin Amberkar
Offline – Shahnawaz Mosani & Akshay Mehta
Online – Gautam Indulkar
Colourist – Navin Shetty
Tags:
Apparels, Clothes, Patanjali Fashion, Baba Ramdev, Patanjali TVC, Patanjali Paridhan, Digital Campaign, Yoga
