2016 Winners & Shortlists

The Campaign

The film is a simple yet captivating story about a little girl who is a princess named Amira. She is the main protagonist and the brand mascot of the film. It describes her life and escapades in a fun way and narrates the story of her long beautiful hair. It has enthralling music and the jingle is the main medium of the story telling. It showcases various aspects of Princess Amira's kingdom, her friends, her naughtiness, and her acts of bravery. She is the apple of everyone's eyes and her long beautiful hair are looked up to as inspiration. Her mother Queen Mallika has been her guiding force and provided Amira the magical potion for her hair that leads to her beautiful transformation. The evil monster Gariba is one of the main characters of the film and is defeated and brought to ground by Amira; and her friends are saved from his clutches. The film continues and concludes with Amira helping out the townspeople in various distressing situations with the power of her long strong hair.

Creative Execution

This TVC is a 3D animated film that involved a highly skilled creative and technical team. The production house had a dedicated team of 30 artists who worked on this project for 5 months and finally produced an amazing end result. Right from asset creation to numerous models, locations, props, layouts, matte paintings, rigging, character animation, effects, texturing, pipeline creation, R&D on hair, fur, cloth, lighting, render management, production management to daily meet ups, corrections & updates – every member of the production house excitedly rose to the occasion for this challenging project. The process of doing the hair involved creating a poly model of hair in Maya based on the 2D design converting the poly model to Nurbs curves, apply hair system to converted curves and so on. Once poly model was ready, the team scripted a tool that automated all the above manual tasks and reduced the creation time so that the hair grooming artists could give more time to the creative aspect of the look and feel of the film. The animated TVC involved tapping various softwares like Adobe Photoshop, Flash, Autodesk Maya, Shave & Haircut to name a few.