Courtesy: Youtube
Among a handful of thought-provoking advertisements we’ve come across in recent time, Jui, a local haircare product’s latest advertisement takes centre stage for bringing a burning social issue like domestic violence to light. Here’s why the commercial has touched our hearts.
The premise of the story shows a new bride walking out of a beauty salon, which immediately gives us an impression that it might revolve around beauty or weddings. But as the bride exits, the focus shifts to our silent, long-haired protagonist. It also serves as a perfect irony for the story that is set in motion.
The eerie silence that prevails between our protagonist and the stylist leaves us wondering what her story may be. Without going into details, she merely asks her stylist to cut off her long lovely locks.
What could’ve been just few inches turns out to be a chunk of hair that gets chopped off, leaving our protagonist with chin length hair. As the stylist shows her the final look, she breaks into sobs insisting her to chop it off further, so that no one can ever grab it under a tight grip.
While most customers find a great deal of satisfaction availing services from a salon, this character however, uses her surroundings to bring forth the dismay of her dreary marriage. It also addresses women’s unity as the protagonist draws the attention of the entire salon, as she mentions her abuse.
The video shows an ever-smiling hairdresser. She is a true embodiment of thousands of hardworking young women who are working in various parlours across the country and making sure that all of us look beautiful on every occasion that needs to be celebrated.
Last but not least, the TVC touches upon the fact that we are so engrossed with the little pleasures of life, we tend to overlook the rate at which many women are falling prey to domestic violence; they aren’t far from where we’re sitting. It could be one of our friends, colleagues, even family members who are bearing the brunt of an abuse that they clearly do not deserve. Watch the video here.
Credits:
Brand: Jui
Client: Square Toiletries Limited
Head of Marketing: Malik Mohammed Sayeed
Sr. Marketing Manager: Jesmin Zaman
Brand Executive: Nafisa Tasnim Mithila
Agency: Sun Communications Ltd.
Creative Director: Tanvir Hossain
Head of Strategic Planning: Asifuzzaman Khan
Copywriter: Apurba S Apu, কিঙ্কর আহ্সান, Md Shahed Faisal
Art Director: Tanvir Ahmed, n.zaman babu
Visualizer: Khaleed Bin Anwar, RH Rudro, Anik Mahmud
Account Executive: Sunny Mohammad Sayeem, Tushar Qazi Yamin Kabir
Executive: Sameer Jubair Atunu, Tanjila Afrin Trina
Director: Ashutosh Sujan
DOP: Nehal Quaraisy
Casting Director: Mrittika Goon
Producer: Matin Sagor
Assistant Director: Dalim Kumar, Eline khan, Zahid, Ridoy, Asish paul, Hasan.
Music: Rasheed Sharif Shoaib, Studio Cowbell
Sound: Audio people
Edit & Color: Leon Rozario
Set Director: Niloy
Make up: MD khokon
Talent: Shahnaz Sumi, Nila Shekh & Others.
Production House: Bay Of Bengal Films & Solution