Netsurf awards integrated marketing mandate to Makani Creatives

Under the partnership, Makani will be responsible for creatives across print and digital channels along with a 360-degree digital outreach, urging consumers to embrace their Indian side with Rang Dé.

Netsurf partners with Makani Creatives to launch their home-grown, natural cosmetic brand, Rang Dé. Under the partnership, Makani will be responsible for Creatives across print and digital channels along with a 360-degree digital outreach.

Rang Dé, as a brand, embraces inclusiveness and offers products that cater to the varied Indian skin tone. The campaign focuses on the women of today, brand film conceptualized by Makani Creatives Pvt. Ltd. and choreographed by the Choreographer duo, Uma-Gaiti. Created in a brunch party setting, and inspired by the myriad traditions and cultures in India, the campaign resonates with young India and its lifestyle while keeping the brand at the forefront.

The campaign visuals and the overall imagery, portray multiple models with different skin tones, reflecting the different Indian ethnicities, and the fact that Rang Dé – with its organic range of products – can cater to any skin tone or skin type. 

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Commenting on the film, Sujit Jain, CEO & Managing Director, Netsurf Communications Pvt. Ltd, “The primary objective was to position Rang Dé as a contemporary, young, vibrant & exotic Indian brand and to create a fun, unconventional make-up routine that resonates with the women of today. We were really excited about her concept. The entire collaboration – Choreographers, Uma-Gaiti and Makani Creatives Pvt. Ltd. – really helped us achieve more than what we expected out of the film. It was just seamless, something that we were very sure about. Given the fact that we were working alongside two of the best names in their respective fields, the entire experience was incredible.”

Commenting on the brand film, Sachin Padave, Creative Director, Makani Creatives said, "The idea was to position Rang Dé as a brand that helps you embrace yourself, without letting go of the fact that we're talking about different individuals, their different skin tones, their beliefs, tastes and their individualistic sense of fashion. Something, I believe, we have managed to capture perfectly in the entire campaign, including print and film."

Adding to it Sameer Makani, Co-Founder, and Managing Director, Makani Creatives said, "Over the past 2 decades, we've worked with some of the best brands in the fashion and lifestyle space. Our deep understanding of the industry and the ability to deliver 'the difference' has helped us and our brands to stand out in this heavily contested arena. The latest example of which, is evident in the Rang Dé campaign."

Talking about their take on the project, Choreographer-duo Uma-Gaiti said, “We’ve directed a number of films and videos, but a one-take campaign for a beauty brand was a first for us. We were excited from the moment we heard about this project. Of course, it came with its share of limitations – lights, camera, casting, choreography, etc.  But the thing about limitations is, that, they open doors to new ideas and creativity. Something that we both, along with Makani Creatives managed to pull off beautifully."

The campaign film made its first appearance at the Filmfare Glamour & Style Awards, on the 3^rd of December.