VIMAL ELAICHI
DIRECTOR'S TREATMENT
ABOUT THE PROJECT:
Let me ask you something. How does an entity make its presence known? What makes it manifest everywhere, all at once? What makes it omnipresent? I believe it does so by ingraining two elements within its beholder’s consciousness: Remembrance and Influence. And it's these elements that makes one aware of its presence, and is able to form an intimate connection with them.
This is the concept that forms the crux of this campaign for Vimal Elaichi, because it isn’t just a pan masala brand. It’s a language, spoken and relatable to the everyday Indian. And it has taken root in every corner and culture of the Indian homeland. The film eloquently conveys this message to its audience, by example of a rich, mystical and visually enticing story starring and endorsed by renowned Bollywood actor Ajay Devgn, as he wends his way through some of the most charming destinations of India in a gorgeously designed hot air balloon, propagating the ideals of the Vimal brand to the Indian people. It makes for a thoroughly phantasmagorical and enriching experience.
