Ray by RafiaA video ad for something nobody likes to talk about

Overview

Ray by Rafia makes an underarm serum for women. They wanted one video ad that speaks to their customer directly.

The challenge

Underarm care is a personal, slightly awkward subject. The ad had to talk to women honestly, in a way that feels relatable rather than embarrassing.

How we cracked it

• Opened on a visual hook about the heat, so women recognise the problem straight away.
• Cast a model the audience could see themselves in, with a makeup artist on set.
• Shot outdoors and indoors, from a hot day out in a rickshaw to the routine back home.
• Showed the product up close: the texture, the non-greasy finish and the key ingredients on screen.

The result

A relatable ad that explains the product clearly. Great shoot, great results.