November 22, 2016
By Maisie Loh
Jakarta, Indonesia – In the 60-second commercial by Seven Sunday Films for NYU titled ‘Flawless Flow’, audiences are introduced to a confident and sassy woman as she gracefully goes about her day, sliding between scenes of work life, friends and family; each time with her hair in a different style and colour.
The inspirational spot, directed by Uzer Khan and starring Indonesian film star Bunga Citra Lestari, positions NYU as a brand that allows women to express the true colours of their life, whilst giving them the confidence that the beauty product will provide them with beautiful colours and no risk of hair damage.
Advantage executive creative director, Pascal Hierholz, says women of all ages should rejoice in their beauty by feeling confident. “Feeling young and happy is an attitude and NYU is a catalyst for this transformation,” he said, adding: “Uzer Khan and Seven Sunday Films did a great job in smoothly capturing this energy while still keeping the board full of product information.”
NYU marketing director Puneet explains that the film’s lead, Bunga Citra Lestari, is the perfect choice to connect with the brand’s consumers.
“She represents the totality of Indonesian women, perfectly balancing the roles of mother, wife and career woman. NYU has received a very positive response to the TVC so far,” Puneet said.
CEO Naveen agrees, stating: “Godrej is an international company and NYU is a ‘Glocal’ brand so for such a national reach, we had to ensure our brand was represented by someone who was truly Indonesian; from the values of hard work to the effortlessness that women show in managing complex roles.”