VineGarden Films Makes Advertising Debut With Baked Beauty’s ‘Parampara’ Brand Film
VineGarden Films has marked its advertising-film debut with “Parampara,” a new brand film for beauty company Baked Beauty, positioning story-led filmmaking at the centre of its approach to advertising and branded content. (MediaNews4U)
Directed by Naman Soni, the campaign is built around Baked Beauty's brand thought, “Because she knows best,” and follows one family across three generations — 1966, 1996 and 2026.
Instead of using a conventional product-focused advertising format, the film combines comedy, melodrama and theatrical storytelling to illustrate a recurring pattern: women in the family recognise important opportunities that the men initially fail to see.
The final generation changes that pattern when the man decides to listen.
For VineGarden Films, “Parampara” provides a showcase for the production company's broader ambition to create advertising that functions more like entertainment than traditional commercial communication.
‘Parampara’ Spans Three Generations
The Baked Beauty film is structured across three periods:
1966, 1996 and 2026.
Each period follows members of the same family.
The narrative uses changing generations to reinforce a consistent idea — the women repeatedly recognise opportunities before the men around them do. (MediaNews4U)
The historical progression eventually leads into the present day, where the pattern finally changes.
Film Is Built Around ‘Because She Knows Best’
Baked Beauty's central brand line is:
“Because she knows best.”
Founder Vijay Chhabra has described the thought as more than a campaign tagline.
As a male founder building a beauty brand primarily for women, Chhabra said the principle he returns to while developing products is listening to women. (MediaNews4U)
That philosophy forms the foundation of the film.
Storytelling Comes Before Product Selling
“Parampara” does not follow a traditional advertising structure built around product features and direct selling.
Instead, the brand idea is communicated through narrative.
The audience first encounters:
characters,
relationships,
humour,
and conflict.
The brand meaning emerges from the story.
That places the campaign within the growing category of entertainment-led branded content.
VineGarden Approached It Like a Short Film
Director Naman Soni said the production team deliberately approached “Parampara” as a short film rather than a conventional advertisement. (MediaNews4U)
That decision shaped the visual and narrative treatment.
The production combines:
drama,
comedy,
theatricality,
and carefully choreographed performances.
The objective was to make the commercial work as a piece of entertainment while still delivering Baked Beauty's central message.
Three Generations Are Told Through Three Cuts
One of the film's most distinctive production choices is its use of continuous shots.
Each generation unfolds primarily within a single continuous shot.
As a result, the three-generation narrative is effectively presented through only:
three cuts. (MediaNews4U)
This approach significantly increases the importance of choreography.
Actors, camera movement, dialogue and timing all need to work together.
Continuous Shots Create Production Complexity
A conventional commercial can be assembled from numerous short shots.
Mistakes can be corrected through editing.
A long continuous take is less forgiving.
If:
an actor misses a cue,
the camera movement is incorrect,
or dialogue timing breaks,
a substantial part of the sequence may need to be repeated.
The technique therefore requires careful rehearsal and coordination.
One Bungalow Becomes Three Different Eras
Another major production challenge involved transforming the same bungalow across all three periods.
The location needed to represent:
1966,
1996,
and 2026
while remaining recognisable as the same family home. (MediaNews4U)
This required changes in production design while preserving visual continuity.
Production Design Helps Communicate Time
Historical storytelling often depends on details viewers may barely notice consciously.
Furniture.
Colours.
Objects.
Costumes.
Lighting.
Interior decoration.
Together, these visual elements tell audiences that time has changed before dialogue needs to explain it.
For “Parampara,” those details were especially important because the same physical setting needed to represent six decades of family history.
Baked Beauty Wanted the World to Feel Authentic
Chhabra said considerable attention was given to small production details so that each era would feel lived-in and believable. (MediaNews4U)
That approach reflects an increasingly cinematic standard in digital advertising.
Brands are competing not only with other advertisements for attention.
They are competing with:
films,
short-form video,
streaming entertainment,
and creator content.
Production quality therefore becomes part of the communication strategy.
Naman Soni Directs the Film
“Parampara” was directed by Naman Soni, who also leads VineGarden Films' creative filmmaking direction.
Soni's stated interest in drama-comedy is clearly reflected in the campaign.
Rather than treating humour as a standalone joke, the film uses comedy within a broader family narrative.
That allows the brand message to emerge through character interaction.
VineGarden Films Focuses on Story-Driven Work
VineGarden Films describes its work across:
fiction,
animation,
and brand films.
Its positioning emphasises memorable, entertainment-oriented storytelling rather than purely functional commercial production. (VineGarden Films)
The company says it has worked on more than 80 projects, produced over 1,300 videos and created content across 28-plus languages and 23-plus countries. (VineGarden Films)
“Parampara” brings that broader production experience into a more visible advertising-film format.
VineGarden Films Was Founded in 2018
VineGarden Films was founded in 2018 and operates as an advertising film and content-production company focused particularly on story-driven work. (MediaNews4U)
Its creative positioning centres on comedy and drama.
The Baked Beauty campaign therefore represents less the creation of an entirely new production capability than the formal emergence of that capability within advertising-film work.
Baked Beauty Is the Client
The film credits:
Baked Beauty and Vijay Chhabra as the client,
with:
VineGarden Films as the production house. (Vimeo)
The campaign therefore connects a consumer beauty brand with a production company seeking to establish a distinct cinematic identity within advertising.
Rachit Soni and Manya Kumaria Serve as Executive Producers
The production's executive producers are:
Rachit Soni
and
Manya Kumaria. (Vimeo)
Executive production is particularly important in a project involving multiple historical periods.
The production team must coordinate:
budget,
locations,
crew,
art direction,
casting,
and post-production.
Lakhan Rathore Handles Cinematography
Lakhan Rathore served as director of photography.
The cinematography becomes especially important because of the film's continuous-shot structure. (Vimeo)
Long takes require the camera to participate in the choreography.
Instead of simply recording action, camera movement determines how the audience discovers:
characters,
spaces,
and narrative information.
Cast Includes Lavin Gothi and Prithvi Pai
The cast includes Lavin Gothi and Prithvi Pai.
Music for the campaign was created by Gavin Pereira, while Parantap Bhatt handled creative strategy. (Vimeo)
The wider production team included specialists across costume, production design, casting, sound, editing and colour.
The credits illustrate how even a relatively short brand film can require a production structure comparable with narrative entertainment.
Advertising Is Becoming More Cinematic
“Parampara” reflects a broader shift within advertising.
Consumers can skip or ignore conventional advertisements relatively easily.
Brands therefore increasingly try to make marketing itself worth watching.
That means borrowing techniques from:
cinema,
television,
and digital entertainment.
Narrative becomes the mechanism for holding attention.
Brands Are Competing for Attention
The fundamental scarcity in digital advertising is no longer distribution.
Brands can distribute video almost instantly across:
YouTube,
Instagram,
connected television,
and other digital platforms.
The difficult part is convincing consumers to watch.
Storytelling can provide an advantage because audiences are naturally more willing to follow characters and narrative tension than straightforward sales messages.
Short Films Can Build Brand Memory
A conventional product advertisement might explain what a product does.
A narrative film attempts to make viewers remember what the brand represents.
That difference matters.
Product features can often be copied by competitors.
Brand associations are harder to replicate.
Strong storytelling can therefore create long-term marketing value.
Humour Can Improve Recall
Comedy is particularly useful in advertising because humour can make a campaign more memorable and shareable.
But humour needs to reinforce rather than distract from the brand.
In “Parampara,” the repeated mistakes across generations support the central idea behind:
“Because she knows best.”
The humour therefore serves the positioning rather than operating separately from it.
Generational Storytelling Creates Familiarity
The campaign's three-generation structure gives the narrative a sense of continuity.
Family behaviour repeats.
Times change.
Characters change.
But the underlying pattern remains recognisable.
This allows the brand to communicate its message through a familiar cultural setting rather than through abstract claims.
Beauty Advertising Is Becoming More Narrative-Led
Beauty marketing has traditionally relied heavily on:
product demonstrations,
celebrity endorsements,
and aspirational imagery.
Digital platforms have expanded the creative possibilities.
Brands can now use longer narrative formats without depending entirely on conventional television advertising slots.
This makes short-film-style storytelling increasingly viable.
Digital Distribution Changes Commercial Length
Television historically imposed strict time limitations.
Advertisements often needed to fit:
10,
20,
or 30-second slots.
Digital video provides greater flexibility.
A brand can release a longer film and allow audiences to watch voluntarily.
That makes narrative development easier.
Production Houses Are Becoming Creative Partners
The traditional distinction between:
advertising agency,
production company,
and content studio
is becoming less rigid.
Production companies increasingly contribute directly to:
concept development,
storytelling,
and visual identity.
This gives filmmakers a larger creative role in brand communication.
Distinctive Directorial Style Can Become Competitive Advantage
Brands increasingly seek campaigns that feel culturally recognisable rather than generic.
A director with a distinctive style can provide that differentiation.
For production houses, building a recognisable creative voice can therefore become commercially valuable.
VineGarden Films' emphasis on drama and comedy appears designed around this opportunity.
Advertising Production Market Is Becoming More Diverse
India's advertising ecosystem now includes:
large agencies,
independent creative studios,
specialised production companies,
creator-led businesses,
and digital content firms.
Brands have more options for producing campaigns than ever before.
This increases competition but also creates opportunities for smaller studios with distinctive creative identities.
Independent Studios Can Compete Through Specialisation
Large production companies may have scale.
Independent studios can differentiate through:
creative style,
speed,
specialised talent,
or specific genres.
A production house known for comedy, for example, can become a natural choice when agencies and brands require humour-led campaigns.
VineGarden's positioning around drama-comedy could provide that type of specialisation.
Baked Beauty Campaign Serves as Creative Showcase
For a production company's advertising debut, the first major project carries additional importance.
It becomes a demonstration of capability.
“Parampara” showcases several elements simultaneously:
performance direction,
period production design,
continuous cinematography,
comedy,
and narrative storytelling.
The campaign can therefore function as a portfolio piece for future brand assignments.
Creative Reputation Can Drive New Business
Advertising production is relationship-driven.
Agencies and brands often select directors based on previous work.
A successful campaign can therefore generate opportunities beyond the immediate client.
The commercial value of “Parampara” for VineGarden Films may extend beyond the revenue generated from producing the film itself.
Baked Beauty Gains Distinctive Brand Positioning
The collaboration also gives Baked Beauty an opportunity to communicate something broader than individual product benefits.
“Because she knows best” can function as an umbrella brand philosophy.
That gives future campaigns a consistent idea around which different products and stories can be organised.
Consistency can strengthen brand recognition over time.
Brand Platforms Need Repetition
A strong tagline becomes more valuable when it appears consistently across campaigns.
Consumers gradually associate the phrase with the brand.
This requires discipline.
If the creative positioning changes constantly, marketing investments do not accumulate effectively.
Baked Beauty's challenge will therefore be extending the thought beyond a single film.
Authenticity Matters in Women-Focused Advertising
Beauty brands communicate primarily with female consumers.
That creates a responsibility to avoid reducing women to simplistic advertising stereotypes.
Chhabra's explanation of the brand principle — listening to women while developing products — gives the campaign an underlying strategic rationale. (MediaNews4U)
Whether consumers accept that positioning will ultimately depend on how consistently the company reflects it in its products and communication.
Product Experience Must Support Advertising
A strong advertisement can create curiosity.
But repeat purchases depend on the product.
Beauty consumers evaluate:
quality,
performance,
price,
and experience.
Brand storytelling can bring customers into the funnel.
The product determines whether they remain.
Creative Advertising Remains Commercial Activity
Cinematic storytelling does not eliminate the commercial purpose of advertising.
Brands ultimately need campaigns to influence:
awareness,
consideration,
or sales.
The most effective brand films combine entertainment with a clear strategic message.
“Parampara” attempts to achieve that balance by integrating Baked Beauty's positioning directly into the narrative.
Conclusion
VineGarden Films' advertising debut with Baked Beauty's “Parampara” provides the production house with a distinctive entry into India's brand-film market.
Directed by Naman Soni, the film follows one family across 1966, 1996 and 2026, using comedy, melodrama and theatrical storytelling to communicate Baked Beauty's central thought: “Because she knows best.” (MediaNews4U)
Its production approach is deliberately cinematic.
Each generation unfolds through a continuous shot, allowing the three-generation narrative to be presented through essentially three cuts. The same bungalow is transformed across all three periods, requiring detailed production design while preserving the identity of the family home. (MediaNews4U)
The project also reflects a broader evolution in advertising.
As audiences become increasingly capable of avoiding conventional commercial messages, brands and production companies are placing greater emphasis on stories that consumers might voluntarily choose to watch.
For VineGarden Films, that creates an opportunity to build a differentiated position around drama, comedy and cinematic branded content.
For Baked Beauty, “Parampara” establishes a narrative platform around listening to women rather than relying solely on conventional beauty-product communication.
The long-term test will be whether both companies can extend that creative identity beyond a single campaign.
But as a debut advertising film, “Parampara” clearly signals VineGarden Films' intended direction: advertising designed first as a memorable story and then as a commercial message.