MAM
Chrome Pictures unveils “Galact” TVC: A cinematic tribute to motherhood
Mumbai: Chrome Pictures, renowned for its innovative storytelling and impactful advertisements, proudly presents its latest film “Galact”. Directed by Roopali Singhal and produced by Chrome Pictures, the film celebrates motherhood and the bond between the child and their mother in a candid, authentic, and graceful manner.
Roopali, who has worked on some notable ad films recently such as Hopscotch, Britannia Bourbon, Induslnd Bank, and Epigamia; has captured the essence of motherhood with striking visuals and a powerful narrative. From tender moments of bonding between mother and child to the various challenges and triumphs that a child achieves, “Galact” resonates the journey that a mother and their child experience first-hand.
Getting the audience hooked from the word go, the TVCs message is loud and clear, ”Agar Maa Ka Doodh Piya Hai Toh Kuch Bhi Kar Sakte Hai”. We see kids running, playing, dancing, and achieving everything they set their mind to. Effectively normalizing breastfeeding on screen, the film’s Bollywood touch creates a sense of familiarity through nostalgia.
Daftar Creative Consultancy creative head Sidhant Mago shared his thoughts: “When I first heard about Galact, it instantly reminded me of the iconic Bollywood line ‘Ma ka doodh piya hai toh saamne aa…’ We all know there’s nothing that compares to a mother’s milk. That’s why we wanted to craft the film around this powerful theme, reminding everyone of the irreplaceable bond between a mother and her child. Kudos to Roopali and the team for bringing this vision to life so beautifully.”
“Sidhant Mago yet again came up with a unique and edgy script and Abhishek Notani (producer) and I were instantly hooked”, said Roopali. “As a director I knew it was paramount to get the tonality right. While retaining the essence of the subject, the biggest challenge was to make an engaging and light-hearted film.
“On top of that, we had to get viewers to accept the visual of a mother breastfeeding on camera. I was sure that the best way to do this was to shoot with real lactating mothers. Thanks to an incredibly sensitive and graceful crew we were able to overcome that challenge with ease. It was a joy to shoot with children and is reflected in the film. Shubhojit Mukherjee’s music was the last magic touch that the film needed.”
Igniting important conversations around breastfeeding support and empowerment, the TVC holds a compelling story and a powerful message.
MAM
Lakmé launches SPF infused makeup range with ‘I Earned It’ campaign
Lakmé 9to5 Hya Beach Edit blends sun protection, hydration and colour.
MUMBAI: If the Indian summer insists on turning up the heat, beauty brands are learning to keep their cool. Lakmé has unveiled a new campaign titled “I Earned It” to introduce the Lakmé 9to5 Hya Beach Edit, its first makeup range infused with SPF. The campaign features brand ambassador Aneet Padda and positions the collection as a blend of sun protection, skincare and long wear colour designed for India’s hot and humid climate.
Part of the Lakmé 9to5 portfolio, the new range expands the brand’s long running narrative around the confident working Indian woman. With the “I Earned It” message, the campaign shifts the focus slightly, celebrating not just ambition but also the idea that downtime and personal moments are equally deserved.
The campaign film follows a modern professional navigating a day that moves effortlessly between work calls, coffee runs and evening plans, reflecting the fast paced routine of urban life where indoor polish often meets outdoor exposure to the sun.
Hindustan Unilever Limited chief marketing officer for beauty and wellbeing Sunanda Khaitan said the product was developed with India’s climate and lifestyle in mind. “Living in a country with high sun exposure made us rethink what long wear beauty should deliver. With the Lakmé 9to5 Hya Beach Edit we are bringing together sun protection, hydration and high performance colour in a single step,” she said.
The new range is formulated with SPF and powered by hyaluronic acid, a skincare ingredient widely used for hydration. According to the brand, the products are designed to remain intact in heat and humidity with sweat proof, transfer proof and water proof formulas.
The aim is to merge skincare benefits with cosmetic performance, offering lightweight finishes that stay fresh even during long days outdoors.
Padda said the campaign resonated with her own routine of balancing work and personal time. “‘I Earned It’ is a reminder to celebrate yourself without guilt and enjoy the moments you have worked hard for. The campaign reflects that spirit with makeup that feels fresh, effortless and designed for real life,” she said.
The campaign was developed by Ogilvy, where creative leaders Mihir Chanchani and Zenobia Pithawalla described the concept as reflecting a Gen Z mindset that embraces both hustle and leisure.
The Lakmé 9to5 Hya Beach Edit collection is now available on the brand’s official website, major online marketplaces and retail stores across India.
