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Prime Focus Technologies selected as event coverage partner for L’Oréal Professionnel’s Indian Hairdressing Awards 2018-19

Wed 16, 10 2019

Mumbai – October 15, 2019: Prime Focus Technologies (PFT) 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.

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.

As a one-stop video agency, PFT Brands provided end-to-end creative services for showcasing IHA – including conceptualization, scripting, production and post production. Watch some of the videos here:

“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

About L’Oréal Professionnel

L’Oréal Professional is a global professional hair care brand, sold exclusively in hair salons. Born in Paris, the capital of fashion and artistic inspiration, L’Oréal Professionnel has always been in tune with the artistic community; working closely with designers to create the inspirational hairstyles that will grace the catwalks, setting the hair trends of tomorrow, committed wholly to providing salon professionnels with only the best in art, technique and technology. In India, L’Oréal Professionnel has strived to provide new development opportunities for hairstylists through superior products, innovative marketing, advanced education and access to a worldwide network of leading hairdressers.

About Prime Focus Technologies’ Brands Group

PFT Brands is the creative service division of Prime Focus Technologies (PFT) – the creator of Enterprise Resource Planning (ERP) software, CLEAR™ for the Media & Entertainment (M&E) industry. Our roots in creative services, coupled with technology prowess enables transformation of brands into digital content destinations that build loyalty. As a one-stop video agency, PFT helps brands create immersive content that resonates with viewers, and provides transformational Cloud technology to manage, distribute and monetize content in a cost-effective manner.

PFT works with over 300 brands with a proven video advertising experience of over two decades and work on over 5000 media assets per month. Some of our clients include Tata Sky, Future Retail, Soch, Oppo, L’Oréal, Brooke Bond Red Label, TVS, Ford, TATA, ICICI, Marico, Vodafone and Amazon.

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