'Gulaab Gang' director helms ad on modern Indian women

"Gulaab Gang" director Soumik Sen has lent his creativity to a TV commercial, which highlights the everyday essence of a modern Indian woman, who is rooted in her culture.

Sen has collaborated with an online marketplace for Indian fashion Indianroots by NDTV Ethnic Retail Ltd, to launch its maiden TV ad titled "Inherently Indian" on Independence Day.

Sen said the idea was to create a commercial that talked about modern women embracing ethnicity.

"The modern Indian woman is someone who embraces her traditional roots with elan, and wears it everyday. Capturing this on film implied making tradition chic and urbane, and bringing out her inner beauty. This was challenging, but it was a fun, monsoon shoot," Sen added.

The idea of the ad was also to reach out to consumers in tier-II and tier-III cities.

"IndianRoots is a firm believer in 'Make In India' and our TVC (TV commercial) conveys the uniqueness and immense potential in this message. With this commercial, we aim to capture the attention and increase the recall value of IndianRoots within the tier-II and tier-III customer base of our country," Rahul Narverkar, CEO, NDTV Ethnic Retail Ltd, said in a statement.