In the competitive realm of advertising, where creativity is the currency, Hanes took a bold leap into uncharted territories with its groundbreaking Suhaag Raat commercial.
This avant-garde masterpiece was not merely a product promotion; it was a manifestation of the latent desires harboured by a dynamic team of young filmmakers, fueled by an unyielding determination to succeed at all costs.
The genesis of this advertising marvel lay in the courageous decision to self-fund the entire production, underscoring the team’s commitment to their vision.
The result was nothing short of sheer delight, a visual symphony that captivated audiences and garnered global recognition.
The brilliance of the commercial lay not only in its visual aesthetics but in its ability to strike a chord with diverse audiences.
Hanes broke free from conventional norms, crafting a narrative that transcended cultural boundaries, earning accolades on a global scale.
The TVC created a splash in the creative world by bagging 7 awards in one year, including a nomination at Cannes and silver at the Adfest in Pattaya.
Says Raghu Bhat, co-founder Scarecrow M&C Saatchi, “Great stories will live in the consumer’s heart forever. The fact that we are discussing this Hanes ad 15 years after it was made tells you everything all about the power of creativity.”