MUMBAI: Contract Advertising in its newest television commercial for Yardley, puts the spotlight on the beauty of doing something new, fresh and dynamic and inspiring the world to do the same. It talks about beauty not just in the light of appearances, but on the unstoppable enthusiasm and the constant look out for something more, something new. It’s a seamless weave between their ‘Step up with Yardley’ proposition and a fresh take on beauty. 

The commercial focuses on the direct benefits of the talc which are beauty, freshness, and glow. It also effortlessly integrates all the attributes of the quintessentially modern woman who is unafraid to show the world what she’s made of and to reach further and inspire it as well.

Yardley India business head Manish Vyas shares, “Yardley London has always been an epitome of trust and quality over the years. Our latest talc proposition attempts to bring the brand further closer to consumers by making it more relevant to their needs. This film shows how Yardley Talc, made from the finest floral ingredients, helps bring out the best version of yourself. It not only provides superior freshness, but also enhances your looks, giving you the confidence to step up in life.”

The film shows a woman in her mid-twenties performing a graceful classical move on a rather modern beat, giving it her own, fresh spin. But she doesn’t stop at that, when asked to perform by her instructor, she chooses to share it with the whole world by going live and getting an overwhelming response.

Contract Mumbai executive creative director Rahul Ghosh explains, “Talcum powder is viewed as rather functional. And we wanted to change that. We wanted to speak to the consumer that uses talc as a beauty ritual and build on that. With a story that had freshness written all over it, a fresh feeling and of course fresh thinking. Plus, the fusion dance just makes it fun to watch again and again.”