P&G's Pantene ad wins silver medal at New York film festival

A four-minute ad spot for P&G's Pantene, created for the Thai market, has won a silver medal at the New York film festival in the short film category.

The spot, which was an account held by Grey Thailand, was conceptualized by Grey India's former creative director Sajan Raj Kurup. (who now has his own agency Creativeland Asia)

The agency requested Kurup who was with the agency at the time, for assistance and the film was conceptualized by him. The film has been directed by well known Thai director Thanonchai Sornsriwithi for the Thailand market.

The spot features the story of a deaf and mute Thai girl who is a talented violinist but feels isolated by those around her who try their best to discourage her from pursuing her love for playing the instrument. The spot ends on a note of achievement as the girl, despite personal losses, goes on to wow audiences at a talent contest. 

The client wanted an emotional connect with consumers, that was the overriding objective an the response to the spot showed that that objective was clearly achieved.