5 Years Of Bold Decisions, Celebrating India’s Longest Commercial1 min read

HarperCollins India redefined advertising with a bold and unprecedented move, the release of Parcel, an 8-minute and 38-second digital film, now celebrated as the longest ad in Indian advertising history. This dark and suspenseful cinematic experience broke free from the constraints of traditional short-form ads, captivating audiences in a world where attention spans are often fleeting.

Created to spotlight HarperCollins’ crime genre collection, Parcel takes viewers on a riveting journey, framed as a gripping riddle. The story follows Ved and Ali, two colleagues embarking on a road trip from Delhi to Lucknow during Eid. Along the way, Ali poses a perplexing riddle where a woman receives a parcel in the morning, and by evening, she is dead. What unfolds is a spellbinding narrative, as Ved’s guesses come to life in wild, unpredictable scenarios. The tension builds until Ved unravels the mystery, witnessing the chilling truth behind the murder.

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At the heart of the story is Zareena, the enigmatic woman whose fate is explored through multiple versions of her life. Whether as a nurse, police officer, air hostess, glamorous secretary, or a young Muslim woman reconnecting with an old lover, Zareena’s character keeps viewers hooked, blurring the boundaries between Ved’s imagination and reality.

Watch the campaign here:

Parcel was a masterpiece of intricate storytelling. Each scene, dialogue, and twist demanded meticulous planning to weave together this complex and unforgettable narrative. By daring to push the limits of conventional advertising, HarperCollins India not only showcased their crime collection but also demonstrated the power of storytelling to engage, thrill, and leave a lasting impression.

The year of the campaign: 2019.

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