March 2, 2010 5:52:01 PM IST Bollywood Trade News Network
Lara is endorsing the Colgate active salt for which a new Ad campaign is shot featuring the sizzling actress in the reporter's role. The brand also had featured likes of Sandhya Mrudul and Koel Puri in the past.
Colgate Active Salt advertising has been using the 'Interruption' campaign idea for many years now. The brand team wanted to refresh this format, and make the Interruption more engaging and eye catching for the viewer. It was therefore decided to shoot & air the Check Out counter film, which shows a dramatic transformation in the reporter from a Check Out counter girl to The Reporter taking the viewer by surprise.
Further to build brand salience and recall, Colgate signed on Lara Dutta to play the reporter in this commercial. Lara's personality and screen presence brings a lot more impact to The Reporter.
The film was shot at Star Bazaar and directed by Uzer Khan who has directed many of the earlier Active Salt films as well. The creative supervisor was Saurabh Karandikar, Creative Head at Rediffusion Y&R, Mumbai.
Lara was quite unwell on the day before the shoot with high fever and food poisoning. However, being the professional that she is, she stuck to her commitment for the shoot, despite the fact that it was a night shift. The most challenging part of the shoot was to get the transformation sequence right, where Lara quickly takes out her spectacles, wig and jacket to transform into the reporter. The clothes for Lara were designed by Akki Narula. In some takes the jacket would not come apart in one shot, and that led to repeated takes. Lara as always was good tempered and smiling through the entire shoot, despite the fact that she was unwell.