MUMBAI: Designer brand Ritu Kumar has launched its debut TVC featuring the brand’s Festive Winter 2017 collection.

Nimrat Kaur, critically acclaimed Bollywood actress is the face of the campaign.

Creative Direction: Amrish Kumar

Conceptualised by Amrish Kumar, CEO of Ritu Kumar, the TVC celebrates the contemporary Indian woman and stresses upon innate values of truthfulness, strength, integrity and honesty. Photographer Bikramjit Bose and videographer Christina MacGillivray shot the campaign featuring videos and stills of an ethereal Kaur in Mumbai.

Amrish Kumar says, “Our first ever television commercial aims at reaching out to a larger audience. We are seeing a rising level of sophistication in today's consumer and we are looking to expose the Ritu Kumar brand to them. 2018 marks the 50th year for the company and the TVC is a apt way to announce this event. The TVC features Nimrat Kaur, who with her individual achievements and global appeal was a natural choice to represent the collection and our brand.”

The TVC has received over 1 million views so far on digital platforms like YouTube and Facebook.