At TOABH, we are reflecting on the high-fashion commercial campaigns that defined the aesthetic of the early 2010s. One of the most polished examples of this era is the Veet India print shoot featuring the radiant Katrina Kaif.
The Campaign: Effortless Radiance
Captured in 2011, this campaign focused on the “Smoothness That Lasts” narrative, utilizing a soft-focus, high-key lighting style to emphasize the brand’s skincare benefits. Katrina, at the height of her status as a global beauty icon, perfectly embodied the elegance and confidence associated with the Veet woman.
The visual direction favored minimalist, feminine silhouettes—often featuring flowing silk and satin fabrics—to mirror the product’s promise of silky-smooth skin. This collaboration was a masterclass in clean, editorial-style commercial photography that resonated with millions across the country.
The Creative Dream Team
A campaign of this magnitude required a synchronized vision between one of India’s leading creative agencies and a master of the lens:
- Talent: Katrina Kaif
- Agency: Euro RSCG (now Havas Worldwide)
- Photographer: Suresh Natrajan
- Hair & Makeup – Bianca Hartkopf
- Client: Veet India
- Production: Toaney Production