A finalist at the London International Advertising Awards this TV spot was for Ranipal, a mass market fabric whitener in India. We wove the benefit of the product – So strong, just a drop is enough – into a contextual story that mocked the blind faith, Indian rural masses have in individuals pretending to be saints or ‘men of god’. This film highlights how such individuals employ trickery & lies to garner a following and cheat people. We not only helped clearly communicate the product benefit but also shed light/”brighten” the public mind about such people.

I, along with Manoj and our then boss Abhijit, were responsible for the concept, storyboarding and art direction of this successful television commercial.