Watch the Malayalam channels and it appears as though there are only three categories of advertisements — gold, umbrellas and sarees. But it's the saree advertisements that are really splashy.
Both Seematti and Jayalakshmi Silks have splurged on multi-million rupee ad campaigns shot at exotic global locations.
Though different in content, location and style, the advertisement campaigns have a common thread running through them. For one, both the ad campaigns were directed by the well-known director and cinematographer, Rajiv Menon. And both of them epitomise the strength, beauty and versatility of women. And, the ads try to address this very uniqueness of Indian women through the elegant saree.
V. K. Rajagopal, Operations Manager with Central Advertising Agency who coordinated the Seematti ad campaign, says Paris was chosen as the location because for many Indians it still is the fashion capital of the world. And what better way to identify Paris than the Eiffel Tower as the backdrop.
The ads try to bring out the opulence of the Indian saree. Its versatility is highlighted in the woman on horseback wearing a Kancheepuram saree, her elegant and dainty steps as she climbs down the portico, and the seamless movements as she gracefully walks across the lawn — with the saree swishing all around her.
While the Seematti campaign was shot in Paris, the Jayalakshmi Silks ad was shot in Turkey. Menon, who first shot to fame as a cinematographer in Mani Ratnam's Bombay , later went on to direct blockbusters such as Minsara Kanavu and Kandukondain Kandukondain, played an important role in identifying the locations and content of the shoot, Rajagopal said.