<p>Indianroots.com, an online marketplace by NDTV Ethnic Retail, to launch its maiden TVC campaign ‘Inherently Indian’ under new brand strategy on 15 August 2015.<br><br>Rahul Narvekar, CEO, NDTV Ethnic Retail (Indianroots.com) said, “IndianRoots is a firm believer in “Make In India” and our TVC conveys the uniqueness and immense potential in this message. With this commercial we aim to capture the attention and increase the recall value of IndianRoots within the Tier II and III customer base of our country”.<br><br>The ‘Inherently Indian’ is directed by Soumik Sen of Gulaab Gang fame. True to IndianRoots’ efforts around celebrating and glorifying India, the TVC highlights the everyday essence of being a modern Indian woman, who is rooted to her culture. The commercial is aimed at increasing the brand awareness among women residing in these cities.<br><br>The commercial subtly blends Indian fashion with typical, underlying Indian traits and locations, and seeks to bring fashion down from its high pedestal making Indianwear look sensual. The TVC will initially be seen played on NDTV India and NDTV 24x7.<br><br>Suvajyoti Ghosh, Co-Founder & Managing Director at Brandmovers India sai, “Agencies, in general, do not rope in Bollywood directors to direct a TV spot, but in this case, we wanted Soumik’s unique story-telling vision to come through and create great cinematic quality. To keep it real, we avoided casting the typical model figure, and instead chose to portray the real, modern woman, with a distinct candour.”<br><br>'Inherently Indian’ will be extended across various social media platforms.</p>
