Business

Prime Focus Technologies announced that its video agency, PFT Brands was selected by L’Oréal Professionnel as the official event coverage partner for the prestigious Indian Hairdressing Awards (IHA) 2018-19. As a one-stop video agency, PFT Brands provided end-to-end creative services for showcasing IHA – including conceptualization, scripting, production and post production.

IHA was launched as a platform to recognize excellence in not only the art, but also the business of hairdressing. One of the most anticipated events on the Indian hairdressing calendar, it serves as a source of inspiration to hundreds of hairdressers and launches its stars into successful careers of their own.

Capturing the grandeur of the mega event, PFT created a total of 10 compelling webisodes (10 minutes each), 3 special ‘glam’ videos (3 minutes each) and an exclusive long-form video compilation. The videos feature a wide range of fascinating looks, unmatched on-stage glamour, behind the scenes moments, riveting interviews, stunning location shots and much more.

The team filmed the regional rounds for over 6 months, travelling across several locations including Mumbai, Kolkata, Delhi, Chennai, Hyderabad and Bengaluru. They also captured the stunning, first-ever international grand finale of IHA, which was held in Dubai. Jury members included eminent personalities from the global fashion world including Adam Reed, Nonita Kalra, Jatin Kampani, Gavin Miguel, and Mehera Kolah.

IHA is our biggest and most exciting property where L’Oréal Professionnel successfully engages and interacts with the hairdressing industry. We are delighted that PFT Brands helped us create an impactful, out-of-the-box series of videos around the event which captured the attention of viewers on digital platforms and social media,” said Binaifer Pardiwalla, General Manager, L’Oréal Professionnel.

“In today’s hyper-digital world, creating short-form snackable video content is an excellent way for brands to get on consumers’ radar,” said Bhaskar Sitholey, Senior Vice President, Creative Services, PFT. “We are thrilled to have had the opportunity to showcase this dynamic mega event for L’Oréal Professionnel. Our focus was on delivering great production value while effectively capturing the energy, emotions, innovation and scale of the competition.

PFT Brands helps transform brands into digital content destinations that build customer loyalty.

Team Credits

Client Name: L’Oréal Professionnel India

Agency: Prime Focus Technologies

Head of Sales: Umesh Bopche

Sales Managers: Zeel Shah, Meera Ghare

Production: Prime Focus Technologies

Director: Rajiev Bhanot

DOP: Hasan Akhtar

Reality unit: Crew Cut Media

Production head : Smita Chopra

Editing: Anurag Singh

Creative Team: Arshpreet Biji, Shreya Singh

Produced By: Prime Focus Technologies in association with Happy Hours

Watch some of the videos here.