IndianRoots launches maiden TVC titled ‘Inherently Indian’

17 Aug,2015

By A Correspondent, an online marketplace for Indian fashion by NDTV Ethnic Retail Ltd., has launched its maiden TVC nationwide called ‘Inherently Indian’. The campaign has been launched on TV, outdoor and digital. The TVC that marks the launch of IndianRoots’s first campaign under their new brand strategy has been conceptualized and created by Brandmovers India.


The TVC, which was launched on 15th August, 2015, is directed by Soumik Sen of Gulaab Gang fame. The TVC highlights the everyday essence of being a modern Indian woman, who is rooted to her culture. Indianroots not only has its patrons in metros and abroad but is growing rapidly in tier II and III cities of India. The commercial is aimed at increasing the brand awareness among women residing in these cities.


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.


Rahul Narverkar, CEO, NDTV Ethnic Retail ( says, “I am excited about the launch of IndianRoots’ new TVC! It will help establish our positioning around the idea of “Inherently Indian” in a visual manner and will beautifully blend fashion and story-telling, while highlighting typical quirks of our country. 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.”


Commenting on the launch and the partnership of ideas, for the ‘Inherently Indian’ TVC, Suvajyoti Ghosh, Co-Founder & Managing Director at Brandmovers India said – “ is one of the leading e-commerce portals of Indian fashion and it was a great honor for us to work with a portal which promotes the unique and excellent products of our nation. 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.”


Running alongside the TVC, the concept of ‘Inherently Indian’ will be extended across various social media platforms – with humane Inherently Indian stories being showcased on the Tumblr photo-blog.


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One response to “IndianRoots launches maiden TVC titled ‘Inherently Indian’”

  1. ramesh chandran says:

    One does not become a brand just by spending some money on media. They need to get their act together first.Be it Vendor Management or Vendor payments.