The entrance of multinational brands like Fair & Glow (Fair & Lovely), Garnier, Ponds, and other regional players into the beauty cream segment by launching their product line extension, even few with the same proposition, promise, product offerings, specifications and packaging format openly challenges the market leader Golden Pearl Beauty Cream.
Golden Pearl Cosmetics required an Inspiring Brand Culture of its own to create a substantial differential from the competitor’s brands that strengthens Golden Pearl Beauty Cream’s leadership positioning, being the Number 1 Selling Multi-Billion Value Winning Brand.

Besides that, Golden Pearl Cosmetics also needs a perception re-shaping by uplifting their overall master brand identity, imagery & communications, enabling them to compete with the best considering their upcoming launches in skin and hair care, which multinational brands currently predominate.

In short, a need for powerful, aspiring, captivating storytelling that depicts the Brand Culture of its own to create inspiring brand imagery.

This project was precisely the challenge the client gave us to thrive on. As the Brand Culture Agency Network, we were very excited to accept it and loved working on this exciting project.

The strongest actions for a woman is to love herself, be herself and shine amongst those who never believed she could, and “Beauty” is the platform that has always been likened to a glow…an aura.

Derived through our Cultural Branding Marcom Toolkit “Brand Culture Hive,” we worked out the brand culture strategy to build & own “Socialite Culture” and by crafting unique storytelling with the purpose of “Rise & Shine.”

Golden Pearl Beauty Cream Presents “GLAMOURAMA”, storytelling about Beauty Glamour & Performance delivered through International Celebrity Film Star & Model and this special cocktail is signaling a new direction for Golden Pearl Beauty Cream.

Fusion of THE WEST & THE EAST, BEAUTY & GLAMOUR … a fusion of the legendary late singer Nusrat Fateh Ali Khan’s musical composition, an exquisite action that’s cut to arguably the most famous song “Husne Jana Ki Taareef Mumkin Naheen…Aafreen Aafreen” It’s impossible to praise the beauty of a woman…Praise to the Creator Praise to the Creator.

One of the best ever songs about beauty and the charm of women, a stellar arrangement of spectacular vocals, soundtrack, and lyrical poetry will make this an all-singing and all-dancing masterpiece.

Celebrity Film Star Elnaaz Norouzi is a woman of power. She’s one of the upcoming celebrities film stars-cum-models of Bollywood & Lollywood. She has to exhibit that subtle blend of confidence and authenticity that makes a genuine and superb performance.

She brings her own energy, power, and personality to the piece one by one. Confidence shines through her beauty and radiates from her glowing skin and glamorous & charming looks.

The trick is to channel her charisma into a performance that’s powerful and yet accessible, a tricky paradox. We love that mix of beauty, confidence, and style gets right to the heart of the piece.

She drives the storytelling of a celebrity model-cum-film star-cum-global influencer and legit beauty goddess. She reveals the real magic of her glamorous & charming looks, which she gets from Golden Pearl Beauty Cream to enhance her star power to “Rise & Shine” with confidence & style.

It is all about creating an aura of sensuality, glamour, beauty, and style, and the idea is the perfect medium for our actress to reveal her inner beauty – her secret of soft and glowingly beautiful skin. It’s the special cocktail that will set a new benchmark for beauty work in the market.

The transformation of the celebrity fusion of West Beauty goddess to the East Bollywood Glamorous Star through capturing the inspiring storytelling of her Beauty Style & Performance has made this a world first.

We’re used to formulaic beauty celebrity endorsement commercials made on a single set with the usual application shots followed by the girl endorsing the brand.

This blows that paradigm wide open with a freshness and dynamic execution to win the target’s heart, mind… and purses. At the intersection of Beauty, Glamour, Style, Performance, and Celebrity, we are all in our element.

This film was exactly the challenge I always thrived on being a Chief Marcom Creative, Filmmaker & Storyteller.

We were signaling a new direction for Golden Pearl Beauty Cream through this special cocktail of “Rise & Shine” through Beauty & Glamour Style & Performance.

It made a subtle yet profound connection with our audience on serval levels; aesthetic, emotional, and rational.

The transformation of the celebrity fusion of the West Beauty goddess to the East – Bollywood Glamorous Star through capturing inspiring storytelling of her beauty, style & performance has made this a world first.

We’re used to formulaic beauty celebrity endorsement commercials made on a single set with the usual application shots followed by the girl endorsing the brand.

This blows that paradigm wide open with a freshness and dynamic execution to win the target’s heart, minds… and purses.

Golden Pearl Glamourama not only built the desired inspiring brand imagery of master brand Golden Pearl but overall strengthened the leadership portfolio, being the No.1 Selling Beauty Brand by effectively accelerating its 2.5X growth versus the industry growth.

The communications proved to be a super hit, generating the highest ever recall of the brand and becoming the signature communications of Golden Pearl.

The Glamouramam communications also helped generate the sales volumes of other personal & beauty care products offered by Golden Pearl, from body lotions, shampoo, face washes, and beauty soaps.

Considering the above facts, the client extended the commercial communications contracts to air Glamourama Communications for the next two years.

Ehmer Kirmani is a visionary Marcom Leader, a creative filmmaker, storyteller, and award-winning creative director, who loves storytelling, directing & producing inspiring brand imagery with captivating stories through the magic of film, working with global clients & agencies on major brand imagery Ad Films.

Besides film direction, being a Chief Creative of our Marcom Network, he is also working on crafting ideation and storytelling concepts with our global network team and has delivered successful 360º Marketing / Advertising Campaigns for our leading international and regional clients.

He has created an excellent working culture across the Marcom Network companies and, under his visionary leadership, our multicultural teams of BCN-Culture Branding Agency Network, CreativeCom – Storytelling Agency, and MI Films Worldwide – Imagery Films Production Network gel into a single unit to deliver the best. Ehmer exactly knows how to utilize their expertise & skills in action, thus bringing the magic to this creation with a cinematic style & approach.

Considering the creativity & storytelling, Ehmer Kirmani and along-with MI Films Worldwide’s global team have designed the entire production by engaging the world’s best professionals in the film industry from both the Western and Eastern hemispheres to make a dream team to execute this project flawlessly with perfection & creativity.

From producers & line producers, cinematographers to assistants directors, art & imagery directors, fashion stylists to make up artists, creative team to project teams, film production units, and the list keeps going on & on, who have worked very closely with us just like a military-style execution quick & fast with complete discipline, following the director’s guidelines to achieve the desired high-end inspiring imagery of each & every sequence we have to shoot.

Ehmer Kirmani, aka creative filmmaker & storyteller, always loves to explore, experiment, & execute new techniques & skills by pushing the boundaries in the quest to find the perfect capture of visually appealing scenes, and that’s what he has done in this project too.

He had multiple sessions with the producer, line producer, ADs, cinematographer, art director, styling director, choreographer, celebrity model, dance group, makeup artists, and fashion stylists while sharing the director board, treatment notes, and overall film mood to finalize each & every component with the key film productions team. Starting from locations, art, props, stage design, styling, wardrobe, shooting schedule, sequence planning, lighting, camera angles & movements, etc.

Overall spending more than three weeks to get it done with complete perfection as time spent in pre-pro, considering the film’s realization needed much detail and precision.

TOM is one of the world’s most celebrated Cinematographers, specially in capturing beauty, skin, and hair. He enjoyed over ten years of excellent working relationship with film director & storyteller Ehmer Kirmani. Together, they have developed fantastic chemistry to deliver numerous imagery Ad Films productions of leading brands while working for MI Films Worldwide.

We partnered with the world’s best Bollywood celebrity choreographer, Feroze Khan & Team choreographed the entire Glamourama music film & ad film.

Along with world renowned choreographer, cinematographer, we engaged International acclaimed DanceQueen group to enthral the set with vibrance and energy.

Every sequence & shot were delibrated well in advance so that the entire shooting would be done smoothly with a glamorous choreographic style and mood all the way. The signature expression, dance steps & moves, stylised walk, product application shots, and other gestures of the celebrity star were to depict her powerful performance & beauty. While Golden Pearl Beauty Cream empowers the Celebrity Film Star to “Rise & Shine” with confidence and style.

Eventually, all this led to revealing the beauty & glamour that Celebrity Film Star got from Golden Pearl Beauty Cream to enhance her star power to “Rise & Shine” with confidence & style, and performance.

As always, fantastic skin is vital; that’s why her complexion appeared flawless, healthy, and soft, with warm skin tones but not heavy. Eye contour mascara adds presence to the eyes and lipstick. Well-balanced – did not overtake the hair.

The major challenge was how to handle the transformation of celebrity looks & makeovers from Greek goddess to Bollywood star that compliments the styling, glamour & beauty.

MI Films collaborated with Glam Lead Fashion and Celebrity Makeup artist Rebecca Doney from the UK. Rebecca has been a professional make-up and hair artist for over 15 years and began her career assisting Gucci Westman, Hannah Murry, Miranda Joyce, Anita Keeling. Rebecca has traveled internationally around the world with a big career in Bollywood working with some A-list celebrities such as llenan D’Cruz, Anushka Sharma, Shraddha Kapoor, Jacqueline Fernandez, John Abraham, Kangana Ranaut., to name a few.

The celebrity style guru Salvi Chandrshekhar, famously notorious for his magic in Bajirao mastani, Bhootnath returns and many more. While Thai fashion king, elaborated on the western art of styling.

We created the transformation from Greek goddess to Eastern beauty glamor. Salvi and Pang collaborated to deliver the charisma of east and west fusion. Stunning dresses and alluring make up, flirting jewellery created the destined vanity in the production.

We have created a fantastic evening dress made out of light floating fabric to make our heroine looks absolutely stunning. A wind machine at the set was used to give Elnaaz that stylized greek goddess looks with White Flowing Gown, and the long tail Burgundy Dress looks even more impressive as it flows and billows around her with every step and as she nimbly leaps into the air.

The Director & film production team had scouted the locations that have given the perfect backgrounds once we started capturing the journey sequence of beauty from West to East.

From the beauty of nature, castle, art & cultural building, stylized bedroom set & furniture, and Bollywood style performance stage set looks convincing and glamorous and provide a stylish backdrop to integrate the action organically into the environment with a touch of gold.

We got the details right through world-class art direction and meticulous planning.

We had three full days of rehearsal before the shoot to make everything perfect, once capturing the journey of beauty from west to east, from model expressions stylized & choreographic movements walking & dancing beside wardrobe trail and makeover demo of key looks & style.

To achieve the desired signature expressions and choreographic dance movements and stylize walking with the glamorous-looking shots and performance, the director & choreographer have conducted three full days of rehearsal sessions with the celebrity star and models from Dance Queen Group before the shoot.

During the rehearsal, the director also made the fashion designers & makeup artists give a demo of multiple looks & styling of the celebrity star to showcase the journey & transformation of the beautiful goddess from the west to the east goddess of Bollywood celebrity film star, to ensure the perfect styling & looks.

Audio is vital to creating the right emotional mood and tone. Nusrat Fateh Ali Khan is truly a voice of God as he chants “praising of beauty is not possible” in Urdu, taken from a song. As a Qawwali and Sufi music pioneer, he introduced this genre to the western world and is still recognized as one of the most powerful voices in the music industry, which is why he is popularly known as the ‘King of Qawwali”.

Pakistani pop is a mixture of traditional Pakistani classical music and Western jazz and rock influences. So that’s why we have shown the model’s journey from a western to an eastern look … a fusion like Nusrat Fateh Ali’s musical composition. The audio design would help amplify the impact and fluidity and add additional textural layering to the visuality. The right ambient SFX punctuation is critical to the believability of the narrative and underpins Elnaaz Norouzi’s dialogue with the camera and the announcer voiceover.

The whole feel was polished realism … a beautiful woman refusing to let anyone define her. The light would be ‘real’ and ‘beauty’ simultaneously. Not fake or plastic. Contrasts and shadows would have created intimacy.

The light on the face & hair would remain gorgeous all the way through. As we have gone for a more formal beauty set-up, the look would have a touch more theatrical. Technically, we used different focal lengths and angles to create a highly cinematic look and feel.

Telling the story needs a rich signature cinematic language steeped in storytelling. The editing has been done with rich, sharp, and intelligence like some slow-paced cinematic & beautiful music video clips. Instead, it was a filmic study of life. We wanted her confident personality and glamour to shine through.

Visually, the film was an eclectic mix of high-end beauty and a premium blockbuster. It had a strong beauty appeal running throughout, but it also has a music video look and feels – high energy and high production value.

Every single frame was unique, visually and emotionally, perfectly planned and executed. We have looked for the best angles, lenses, and perspectives for each shot. My priority was always to capture every beautiful detail, from the celebrity fabulous to the gleaming textures of her dress.

Lighting was vital to making Elnaaz look even more stunning. Her skin looked immaculate, perfectly smooth, radiant & beautiful.

To amplify the cinematic feel of our Glamaourama film, we have taken visuals from atmospheric wides of the grand locations & nature, stunning villa vista, cultural architecture, classical stairs, traditional corridors, and Bollywood style film sets. We have blended all these with intense storytelling mediums and intimate close-ups.

Elnaaz’s beautiful, strong eyes, the blades reflected light, her stunning dress shifting and changing shape with her movements. We had up the cinematic ante further by playing with camera speed, dropping in some slow-motion moments into the real-time footage to add greater dynamism.