afaqs! news bureauPublished: 27 Nov 2019, 5:12 AM
Marketing Initiative

FAR Commercials peels back the Layer'r to reveal a fresh new look

Layer'r is looking to make a new mark with its latest offering, 'Wottagirl', a perfume that recently launched in the Indian markets for the first time. Being launched alongside eponymous body splashes, the new TVCs feature Parineeti Chopra as she G'race-fully woos park goers with the Wottagirl perfume and takes center-stage not once but twice, with a double role for the body splash commercials.

The TVC campaign is accompanied by a digital leg that marks the brand's first foray across the realm of social media, harnessing the power of the internet to reach out to its audience and capture their imaginations.

The campaign finds FAR Commercials donning both creative and production hats this time around. A whopping seven year association with the brand has seen Jeet Surendranath, Rohini Pinto and Sonika Mody spend their time and energies understanding the client's needs and building a seamless rapport with the folks at Layer'r. The hard work behind the scenes has since translated into making the production house the perfect partner to blaze the trail for Layer'r.

FAR brought Rahul Mody in on the digital as well as TVC scripts to help lend the fresh, friendly and approachable vibe, an area he knows all too well after writing feature films like Sonu Ke Titu Ki Sweety and Pyaar Ka Punchnama 2. The digital campaign happily lead us away from standard-issue fragrance ads as they ditch the hi-end, surrealistic visual route in favour of more relatable characters and voices who are complemented by the unconventional visual treatment being accorded to them.

Bringing the scripts for social media to life, is director Sarah Dacosta who's now worked with FAR to bring home many successful digital campaigns for Veet, that have featured the likes of Sara Ali Khan, Shraddha Kapoor, and Mahira Khan in the past, as well as the newly launched Veet Men digital campaign featuring Kartik Aaryan.

Watch the digital films that has Layer'r walk down the road seldom taken in the Indian fragrance space.