Clinique India in association with Radhika Apte rolled out an Instagram campaign for their Moisture Surge. Conceptualized by Supari Studios, the campaign is cross-promoted on Apte’s Instagram.
The released campaign showcases the Clinique Moisture Surge 72 Hour Auto-Replenishing Hydrator in a narrative, capturing the daily hustle of the modern Indian woman. The video gives glimpses into different situations in Bollywood actress, Radhika Apte’s life – her morning skincare routine, life on set, working out at the gym, or relaxing on a flight.
The video has quick camera transitions to shift between each scenario in Radhika’s life, to illustrate the dynamic, fast pace of everyday life in the city, complemented by an upbeat track to set the mood. The campaign retains an international aesthetic synonymous with the brand’s creative language, accented with Indian touches to connect with local audiences.
Sameer Ghauri, Director of the film said, “For this film, we set out to make something energetic and fresh looking, that visually dazzles and can be viewed repeatedly. The idea was to show the effects of Clinique Moisture Surge 72 Hour Auto-Replenishing Hydrator across the different environments. The camera and art departments had to work closely because our shots had to be precisely executed down to the last second, and that was the challenging yet super fun element of the shoot.”
The brand leveraged their brand ambassador’s Instagram presence, cross promoting the campaign video with a separate product post.
Starring: Radhika Apte
Conceptualised and Produced by Supari Studios
Director: Sameer Ghauri
Creative Director: Joel Nigli
Executive Producer: Mitali Sharma
Senior Creative Producer: Rachaita Vyas
Creative Producer: Sakshi Bhasin
DOP: Harshvir Oberai
Asst. DOP: Arpit
Styling: Nidhi Jacob
Makeup Artist: Sandhya Shekhar
Hair Stylist: Clover Wotton
Photographer: Rohan Shreshtha
Lead Producer: Prithvi Therani
Line Producer: Shutterplay Media
Post Producer: Madhurima Basu Roy
Chief AD: Trilok Sadhwani
BTS Videographer: Aman Deshmukh
Art Direction: Craftsworth Designs
Editor: Gaurav Joshi
Colour Grade: Siddharth Meer
On-Set Sound Recording: Stanley Mendonca
Music: Akshay Rajpurohit
Camera Equipment: RD Equips
Light Equipment: Light World
Spot Boy: Ilyas Shaikh, Rafiq Bhai, Baba Bhai