SPECIAL FEATURE: 

In today’s fast-paced advertising world, storytelling has become a powerful tool for driving societal change, with production companies leading the way.

Boot Polissh Films is one such production house that effectively collaborates with agencies to offer brands a systematic approach to bring their concepts to life.

As digital fatigue increases and doom scrolling becomes more common, ad films must possess a strong, cinematic essence to capture attention. 

Boot Polissh Films stands out in this aspect as their ad campaigns focus on inclusive storytelling, ensuring it makes a lasting impression for the brand they are working with and amplifying narratives that help with brand recall. 

Under the leadership of its founder and executive producer, Ashit Ghelani, the production house aims to focus on cinematic storytelling while authentically and compellingly bringing brand briefs to life.

Ashit Ghelani

Storytellers who challenge traditional norms often spark meaningful conversations. Under AMVBBDO London’s creative vision, Boot Polissh Films has exemplified this through their recent work for Unilever Rexona’s ‘Breaking Limits: Girls Can.’ By blending cinematic artistry with a social conscience execution, they have proven that powerful narratives can do more than sell products - they can inspire movements, shift cultural perspectives, and foster a more inclusive society.

The film secured a Silver at the Drum Awards in the ‘Social Purpose’ category and a nomination in the ‘Disruption’ category earlier this year.

By addressing gender disparity in football, the campaign sheds light on the obstacles young girls face when pursuing their passion for the sport in a country where societal expectations often limit their opportunities.

The Rexona ad film narrative is both poignant and powerful, centring around the real-life stories of young girls who aspire to play football despite numerous challenges, from lack of institutional support to societal pressure. Through evocative art installations and deeply personal anecdotes, the film vividly portrays the struggles and triumphs of these budding female athletes, emphasising that their journeys transcend the sport. They are about breaking through deeply entrenched gender barriers.

A central figure in this campaign is Aditi Chauhan, goalkeeper of the Indian women’s football team. Her presence in the film is more than just a symbol of success; it serves as a rallying cry for the need to nurture female talent in sports. The film’s climax, featuring Chauhan, underscores the importance of building a robust future for women’s football in India, aiming to inspire a new generation of girls to pursue their dreams without hesitation.

The film was released during the FIFA Women’s World Cup which added to its impact. It generated 29 million impressions and resulted in 56 new coach sign-ups. The campaign directly reached 4,471 young consumers, out of which 2,782 were girls, demonstrating how well-executed campaigns can drive significant engagement and tangible outcomes.

The team that worked on the film - Kanwal Preet (Candy), producer at Boot Polissh Films, and director Sandhya Daisy Sundaram, took the agency’s brief that focused on the resilience and aspirations of young female footballers and brought that to life. Through the ad film, they highlighted the challenges these girls face but also celebrated their victories, making a compelling case for greater inclusivity in sports.

Kanwal Preet (Candy)

The film also shows how incorporating female directors and producers in advertising is essential for authentically capturing the nuances of female characters. Their unique perspectives add depth to the portrayal of women, ensuring that characters are depicted with a true understanding of their experiences, emotions, and challenges.

Female directors are particularly adept at challenging stereotypes, shedding light on overlooked narratives, and creating content that is both relatable and empowering. By including female voices in the creative process, advertising can achieve more inclusive and realistic portrayals, resonating more deeply with diverse audiences and fostering a broader cultural impact.

Beyond the Rexona campaign, the production house regularly highlights new perspectives, especially through the contributions of its female directors. This approach is reflected in their portfolio, which features a variety of noteworthy campaigns.

A standout example is Lux’s ‘Getting Ready’ campaign, developed in collaboration with VML Singapore. This campaign is notable for its profound societal impact, addressing the challenges faced by women ex-offenders as they reintegrate into society. By focusing on the emotional and practical needs of these women, the campaign transcends traditional beauty advertising, embracing a powerful message of second chances and empathy. It serves as a model for how empathetic storytelling and strategic advocacy can build authentic connections with audiences while significantly influencing societal attitudes and support for ex-offenders.

Together with the agency, director Mukti Krishan, the director of the campaign ‘Getting Ready’ focused on issues such as self-image, career readiness, and social skills for women. The campaign goes beyond branding, seeking to shift societal perspectives through a nuanced blend of storytelling and advocacy. This approach engages audiences while addressing the complex challenges faced by marginalised communities.

Another notable project by Boot Polissh Films for Lux features Bollywood star Kareena Kapoor Khan, conceptualised by VML Singapore. 

In this campaign, director Arunima Sharma skillfully balances glamour with everyday relatability. Kapoor’s star power is used to underscore the brand’s affordability and lasting appeal. In this case, too, the decision to involve a female director ensured that the portrayal of female characters remained both authentic and engaging, resonating with a wide audience.

Boot Polissh Films’ collaboration with the WPP agency Hogarth for Dyson’s Airwrap Multi-Styler campaign, featuring actor Deepika Padukone, displayed how the production house can infuse cinematic flair into brand storytelling. This was elegantly brought to life by Italian director, Pierluca De Carlo, who is internationally acclaimed.

The campaign not only enhanced Dyson’s brand image but also highlighted the significance of hair health, all while celebrating Padukone’s elegance and Dyson’s dedication to advanced styling solutions. 

As Boot Polissh Films continues to ‘polish’ its distinctive approach to storytelling, it is clear that the company is not just a production house—it is a force shaping the future of the industry. By championing diverse voices and narratives that challenge societal norms, Boot Polissh Films has consistently delivered brand expectations with creativity and precision, making each campaign as exciting as it is impactful.

The production house, through its work, serves as a reminder that powerful stories can inspire change and make a mark when it comes to fleshing out brand narratives.