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Wednesday, October 4, 2023


Contract Advertising, in its newest television commercial for Yardley, shines the spotlight on the beauty of doing something new while inspiring the world to do the same. The film talks about “unstoppable enthusiasm” that drives the ‘Step up with Yardley’ proposition with a fresh take on beauty. 

In the backdrop and circumstances of the past year, the film features a woman in her mid-twenties performing some classical moves to a modern beat, giving it her own, fresh spin. When asked to perform by her instructor, she shares it with the whole world by going live and getting extraordinary responses.

The commercial, conceptualised by Contract Advertising, a part of the Wunderman Thompson Group and member of the WPP network, focusses on the benefits that the talc confers, namely beauty, freshness, and glow. The film seeks to showcase the attributes of the modern woman who is unafraid to show the world what she’s made of and how to inspire it as well.

Talking about the campaign Manish Vyas, Business Head for Yardley India, said, “Yardley London has always been an epitome of trust and quality over the years. It is the craftsmanship that Yardley has mastered over the 250 years of rich heritage and international lineage, which our patrons cherish with all their heart. Our latest talc proposition attempts to bring the brand further closer to consumers by making it more relevant to their needs. This film shows how Yardley Talc, made from the finest floral ingredients, helps bring out the best version of you. It not only provides superior freshness, but also enhances your looks, giving you the confidence to step up in life.”

Referring to the inspiration behind the commercial, Ayan Chakraborty, EVP & General Manager, Contract Mumbai, said, “The new normal is also about showcasing yourself and your talent beyond the confines of your home and physical locations. The last one year has accelerated this behaviour even more. This is the backdrop for this narrative. Talc which gives you the freshness and confidence to naturally step up and go beyond.” 

Explaining the creative approach, Rahul Ghosh, Executive Creative Director, Contract Mumbai, said, “Talcum powder is viewed as rather functional. And we wanted to change that. We wanted to speak to the consumer that uses talc as a beauty ritual and build on that. With a story that had freshness written all over it, a fresh feeling and of course fresh thinking. Plus, the fusion dance just makes it fun to watch again and again!”


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