Scarecrow Delhi rolls out an integrated campaign for FreshLook starring Bollywood's Disha Patani

FreshLook.jpgScarecrow Communications has created an integrated campaign for Freshlook - the world's largest selling colored contact lenses, featuring upcoming Bollywood star, Disha Patani.

The film has been directed by award-winning film director Harvey B-Brown whose body of work includes spots for Moschino, Lagerfeld and music videos for George Michael and Bryan Ferry.

Anuj Mehtani, Vice-President, Scarecrow Delhi said, "It's really interesting to see how many categories are evolving from pure functionality to a desirable space, which is happening in the Eye Care category as well. FreshLook is set to tap with its fashion and lifestyle proposition and we are excited to be a part of this engagement process."

FreshLook2.jpgFreshLook3.jpgIraj Fraz Batla, Executive Creative Director, Scarecrow Delhi added, "We wanted to peg FreshLook colored contact lenses as a fashion brand. We've experimented with a fresh form of advertising storytelling. The tonality we wanted to set for the brand guided the structure of the ad. What aids the brand to express its attitude is the clever choice of the endorser - India's biggest Instagram celebrity - Disha Patani."

Raghu Bhat, Founder Director, Scarecrow -commented, "The task is to create salience for color contact lens and make it mainstream. We are talking to an audience craving for a daily dose of fame. The creative opportunity was to position eyes as the prime weapon of choice - where Freshlook colored contacts could be your fashion ally in the daily war against anonymity."

The ad film premiered during the screening of the Miss World contest last week. The digital campaign, powered by social, video, search and blogs is set to rollout soon.

Credits -
Creatives: Iraj Fraz, Raghu Bhat, Manish Bhatt, Shrenik Chedha
Production House: Jump Films
Director: Harvey B-Brown
Costumes: Anahita Shroff Adjania
Account Mgt: Anuj Mehtani

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