The promotional film for Yash Raj banner’s fashion brand lives up to the magic created by the King of Romance himself…
The promotional film for Yash Raj banner’s fashion brand lives up to the magic created by the King of Romance himself…
The camera goes into the azure blue waters, melting into barren lands and fading far away into the distant horizon. The silhouette of a woman, clad in a deep blue sari, soaking in the air, with her tresses carelessly flowing and enjoying their moment of freedom, enlivens the frame.
I felt as if it was the opening montage or the first trailer of a Yash Raj film, because only did the late filmmaker know how to weave magic into his cinema through exotic locations, gorgeous women in fluttering chiffon saris, dreamy camera work and a reconfirming voice over, which ensured that love is still the most beautiful feeling in the history of human emotions.
It was the first look of the promotional film for Diva’ni, India’s first cinema inspired fashion brand, owned by the Yash Raj banner and KBSH, which was launched on the 81st birthday of Yash Chopra. The two-and-a-half-minute movie spells cinematic brilliance that the late King of Romance was known for.
The theme is centred around a woman, who personifies the concept of deewani, has an inner goddess, a diva-like streak in her, is striving to embrace her being with love, is madly looking to find her true essence and let her inner strength shine through the universe – imbibing the soul of female leads in Yash Chopra’s films.
The video features an excellent camera work. It further lifts up the engrossing appeal of picture-perfect frames, an enthralling female figure wrapped in beautiful chiffon saris and adorned with ethnic jewellery, who is all out to paint the world with her inner colours, and a dramatic voice over, which strings the narrative together with the stills, through the choicest use of words. Kudos to the makers!
Film: Diva’ni
Agency: Bang in the Middle
Creative Head: Prathap Suthan
Business Head: Naresh Gupta
Production House: Onions Creative Media Pvt Ltd
Director: Veneet Raj Bagga
Producer: Ashish Bhatia
Director Of Photography: Kavin Jagtiani
