(*The full film is under NDA and cannot be shown, but the project details are shared with permission)

“Velvette - Homecoming”

Reintroducing a Tamil Nadu heritage brand

The Brief

Velvette pioneered India's sachet shampoo revolution in the 1980s, building a deep, decades-long presence across South India. Production stopped during COVID-19 after founder CK Rajkumar passed away in 2020, and the brand disappeared from shelves. Reliance Consumer Products acquired Velvette in 2025, part of a stated strategy of reviving India's heritage brands. The relaunch needed a film that could make Velvette feel like a true homecoming — not a new product entering the market, but a name South India already loved, returning with the same emotional weight.

The Strategy

Rather than treat Velvette like a new product entering the market, we rooted the film in Tamil Nadu's own cultural identity — the brand's heritage, and its place in the everyday lives of the women who'd grown up with it. The film was screened at the official launch event, in front of Reliance leadership, partner companies, and media — giving the room a story to carry beyond product specifications: not just what Velvette now offers, but what it means to come home. A returning brand needed to be felt before it could be sold.

The Execution

A brand film built around Tamil Nadu heritage and the brand's connection to women across generations, screened to Reliance leadership, partner companies, and media at the official Velvette relaunch event.

The Result

The film gave the launch a narrative that extended beyond product features and specifications, helping audiences connect emotionally with the brand's return.

Screened before Reliance leadership, partners, and media, the film received a standing ovation at the event, with both the CFO and Group Brand Manager personally commending the work.