TREATMENT NOTE BY DIRECTOR’S NAME
Laundry Detergent

Johnson & Johnson, for us Indians, is not a brand but a part of our vocabulary that denotes trust, reliability, confidence and a mother’s feeling of
calm. It is the foundation upon which stands a healthy home and family. Our film is a tale of a mother for whom her home is her haven and her
little child her entire world. She considers it her responsibility to keep bad elements such as diseases and germs at bay and she will fight every
battle to ensure that.
Tender, intimate and playful; are the words that come to mind as I visualize this beautiful film.The story is about a mother and her child and their
wonderful relationship that shines through, in every little moment of the film. The story immediately appeals as it portrays the complexity and
profundity of a mother-child relationship. A mother is not just a parent who worries and cares for her child but is an understanding friend,
playmate, storyteller and sometimes a person who transforms into a little girl when she is around her little baby. Emotion forms the substance of
the film and this simple portrayal of a complex relationship is what captivates you.The story paints a picture of warmth and affection and you are
left wanting for more of each of our mother-child duo.

Our film is an ode to a mother; every kind, in every shape and form. It is a celebration of everything a mother has been able to accomplish despite
many battles and struggles. It is a celebration of every mother whose primary concern is the health and wellbeing of her child; a mother for whom
nothing takes precedence over her child, not even herself. She has taken hardships head on and never winced. Her feet have marched on with
tenacity irrespective of the terrain. Every evening she has welcomed her child home with a resplendent face, a warm smile and an open embrace.
Her sense of detailed choreography ensures a life that is rich and vibrant for those around her. She unravels complications, she finds order in chaos,
her hands carefully mould her child’s future and she adds value and meaning to life.This film is a tribute to that mother – a mother who always
puts the interests of others ahead of her own. Every decision she takes is a product of her care and concern for her little child.Which is why she
chooses the best for her child. In Johnson & Johnson laundry, she finds her perfect friend, her saviour and her shield from bad elements out there.
Our film is a collection of wonderful little moments that capture the essence of being a mother.The spirit of being that mother who always looks
out for her child, who always has the right answers, whose arms are open at all times and whose ears forever seek the voice of her children. It is
this selfless nature of a mother towards her child and her innate ability to choose the best for her child that we need to bring out through this
wonderful film.

STORY FLOW – SEQUENCE 1
We open the film with the legend:“There are different kinds of moms.”A blank later we read,“The shield of protection mom”.
We see a mother holding a child and making cute faces to make the child laugh.The child, it seems was crying a moment ago as tears
shine on its face but now it breaks into a giggle as the mother continues to make faces.The dad who is standing next to the mother,
amused and watching the child giggle, asks to hold the baby. As he stretches his hands forward to take the baby from the mother, the
mother takes the baby away and tells him,“Hand sanitizer se haath dhoye?”The father shakes his head in a light-hearted exasperation
and immediately walks off to wash his hands.

STORY FLOW – SEQUENCE 2
The legend reads – “The miss-no-detail mom/the paarkhi nazar mom”.
We see a beautiful mother in the kitchen mixing baby food for her little baby straddled on her side hip
or in a highchair next to a table that divides the kitchen and the living room of the gorgeous open
kitchen.The baby is all smiles as the mother babbles with it while making its favourite food.The food is
ready.The mom pulls out a spoon from the drawer and checks it thoroughly for stains. Even though it is
absolutely sparkling, she puts the spoon in hot boiling water.

STORY FLOW – SEQUENCE 3
The legend reads – “The never-say-die mom”.
We see a mother taking clothes/soft toy out of a washer-dryer. She notices that her
child’s white clothes/soft toy still have food stains on them. She puts the clothes
under the tap and tries to clean it but the stains won’t go off. She calls her mother
to ask what to do. The mother gives her home remedies like using a toothpaste,
salt etc. but as she tries those methods while talking on the phone, nothing seems
to work. She disconnects the phone and types on her phone – ‘How to clean stains
on a white cloth.’ In order to add humour and fun to this sequence, we can show
that in the backdrop, her child is sitting on a high chair and eating a mango which is
ending up more on the dress than in the mouth.

STORY FLOW – SEQUENCE 4
The legend reads,“The like a baby mom / Dil toh baccha hai ji mom”.
We see a playful mother and her little boy running around in their house yard enjoying the rain. Suddenly
they find a little puddle. The boy stands next to the puddle and threatens the mother through gestures
that he would jump and splash the mud all over her.The mother through gestures warns him against it.
Then as the boy looks away, the mother surprisingly goes and jumps in the puddle, splashing it all over the
boy. The boy is shocked. Time to take revenge. They are both now covered in mud and enjoying the
pouring rain.

STORY FLOW – SEQUENCE 5
The supers appear and read,“The partner in crime mom”.
In a snow covered valley amid the gorgeous mountains is a mother sitting alongside her
beautiful young daughter. We can add a fun element to the setting by giving the mother
and the daughter the same clothes – sweater, jacket, stockings and boots. Even as they
shiver on this cold evening, we see that the mother and the daughter are enjoying a rather
large scoop of ice cream in a waffle cone. While one of their hands holds the ice cream,
the other is wrapped around each other to keep themselves as warm as they possibly
can.They giggle and laugh even as they shiver while enjoying the delectable ice cream.

The supers read,“But they all share one thing in common.”
We see the same mothers again, enjoying a bonding moment with their children
in splitscreen:
The dad from the first sequence cradles the kid and plays with it. The mother
smiles and the three share a fun, intimate moment.
The mother from the second sequence is now feeding her child a nice mix of
baby food and hot milk.The child relishes it and shows a sense of contentment
and happiness through gestures and expressions.The mother laughs as the baby
spouts some of the food on her face.

The mother from the third sequence
finishes stitching a brand new dress/soft
toy for her baby. She puts it on her
baby.The baby looks super cute.
The mother from the fourth sequence
is fresh as a daisy. She has just had a
bath and finished giving her son a fresh
bath.They are now wiping each other’s
hair with a towel and having fun doing
the same.

The mother and the daughter from the fifth sequence are now comfortable and cozy inside a beautiful warm blanket in a bed.They watch the gorgeous snowfall
outside as they sip hot milk sitting in the bed.
The super continues,“They all want the best for their babies.”
With that, we see a close up of the various expressions of the mothers and the babies.
The supers now read,“Introducing for all Moms, New Johnson’s Baby Laundry detergent. Best Cleaning & Protection for baby’s clothes.”
The product window begins.
The supers now read,“Let’s see why”.We see a little baby’s cute frock in light pastel colours but full of mud and food stains.The bottom of the screen reads –
“Johnson’s Baby Laundry Detergent”.We see the bubbles form at the bottom and slowly move upwards to leave the dress absolutely clean and sparkling. As we
zoom into the dress, a super ’99.9% germ-free’ appears.The second zoom reads ‘9 stains gone’ and the third zoom indicates the mildness with which it does this
tough job.
We wrap up with many intimate moments between the mothers and their children.The visual fades and the product superimposes on it along side the words –
Cleans stains. Removes germs. Softens fabric. Buy now CTA.

CHARACTERS, THEIR
LOVE & THE SHEER
JOY
This beautiful film is an ode to mothers.The mothers in
our film are a true reflection of the mothers in real life
who are stern at times, friend sometimes but always
loving. Sometimes they are caring adults, sometimes
adorably playful and there are times when they are
merely girls who enjoy the company of their gorgeous
child. This feel-good film has a sense of warmth that is
brought forth through the playful, tender and
mischievous nature of the mother-child relationship. This
quality of the film can be further enhanced with little
moments between the mother and the child that give a
sense of the complex and the nuanced relationship
between the two. These moments while simple are
symbolic of a relationship that is beautiful, vivacious and
deep. Our mothers exudes beauty and carry an aura of
charm and cheerfulness around them while being
physically pleasing to the eyes.They are beautiful just like
their child and the chemistry between them makes our
film absolutely warm, rapturous and mesmerizing.
Each mother that we see in these different sequences
represents a different kind of mother and various distinct
shades of motherhood. There is an overprotective
mother who will do everything within her capacity to
ensure her child’s good health even if it means a little
extra work for everyone else in the house. There is a
mother who will never let germs or diseases come near
her baby or the house by being scientific in her outlook
and nature. There is a mother who will keep the stains
away so her house is blemish-free and always sparkling
and clean.There is also that adorable mother who is still
just a little prankster, a little girl still thrives inside of her,
not just that she is playful and becomes a child when she
plays with her little boy but she is also mischievous, more
so than her little son. Finally there is that mom who
believes in adventure, while she wants a healthy and
germ-free home for her children and family, she
understands the importance of living one’s life to the
fullest, she doesn’t want her children to sacrifice on the
joys of life for the constant fear of the bad elements
lurking outside. She has found the perfect balance
between experiencing life to the fullest and taking care
of oneself.

T H E B E AU T I F U L
M OT H E R S W H O
KNOW THE BEST
FORTHEIR CHILD

The child, whether it is an infant, a toddler or a bit
older is incredibly cute, bubbly, naughty and loving as
any carefree child would be. It is beautiful like her
mother and the effervescence has clearly rubbed off
on it. The cheeriness of the mother has infused the
entire space around her with the same energy and
vivacity. It is evident in the child’s glinting eyes that it
considers its mother its idol.
It is smitten by the mother and wants to grow up to
be just like her, while at the same time treating her
like a friend sometimes and sometimes like a
protective net.The main focus for me in the film is
to create little moments between the mother and
the child in order to emphasize that there is no
relationship more sacrosanct that this one. A little
child’s world begins and ends with its mother just as
for a mother there is nothing more special than her
little child.

THE PLAYFUL CHILD FOR
WHOM THE MOTHER IS ITS
ENTIRE WORLD

THE FUN, THE JOY & THE
BEAUTIFUL CHEMISTRY

LOOK, FEEL & MOOD
A film about motherly love, warmth and vibrancy
depends almost entirely on its visual treatment.The idea
is to let the camera project the character’s emotions and
moods into the space around her and make the world
around her an extension of herself. In that sense the
space in the film is a visual manifestation of how our
character feels at that point in time.The look and feel of
a film has the ability to express the emotion of an
individual in a visual language – it takes the emotion and
infuses it in the world around.The space where we find
our mother is a visual projection of her love, warmth and
endless care.
The film is mostly set within different houses where we
find our mothers and children enjoying great amount of
love and intimacy. These houses can display a different
flavour to capture the pan Indian feel, some being more
traditional in nature while some being modern.
The traditional houses tend to be more colourful with
beautiful antique furniture, folk art adorning the walls,
swings of different forms and a general feeling of
warmth. The modern houses will be more in the white
and pastel shades with modern light-coloured furniture,
open kitchens, earthy fabric and furnishings, a pop of
bright colour and a lot of greenery inside to lend a
beautiful break and big windows to let the light in. All of
these houses are beautiful and bright with lots of room
for the sun to filter in through the windows shielded by
embroidered and sheer curtains. The light that seeps in
forms beautiful patterns on the floors and the walls and
envelops the house in its golden glory.
In order to bring variety to the films, we can set these
sequences in different parts of the house – living room,
kitchen and the baby’s nursery.The babies’ rooms would
once again display the age of the child and the interests
of the child & the parents. Joy and love reflect in these
beautiful baby rooms.

S O M E
TRADITIONAL
STYLE HOUSES
TO CAPTURE
DIVERSITY OF
INDIA

T H E B E AU T I F U L
MODERN HOUSE
WITH A POP OF
C O L O U R &
G R E E N E R Y T O
B R E A K T H E
MONOTONY OF
THE PASTELS

T H E
BEAUTI-
F U L &
B R I G H T
KITCHEN

T H E B R I G H T &
GORGEOUS NURSERY/
BABY’S ROOM

L I G H T I N G –
S U N L I G H T
S E E P S I N &
FLOODS THE
ROOM & THE
CHARACTERS
WITHIN

Two of our sequences take place in the exterior –
one in a house yard that is beautiful and bright with
leaves and blossoms lending colour and freshness to
the setting.The rains coming down bring a sense of
joy and carefreeness to the world. Even in the rains,
the sun finds its way through the clouds every once
in a while to cast a gorgeous golden shaft on our
characters lending them a natural ethereal spotlight.
The other exterior setting is the the gorgeous valley
amid the snow draped mountains. It is cold, overcast
and absolutely freezing.The sun is shining in the sky
but it seems to have no effect on the world below
that is shrouded in the snow. The snow covered
mountains, the gorgeous valley, the bokehed lights
from the far off villages, the winding roads, the tall
green pine trees, the snow flakes sitting gently on
the petals of the beautiful blossoms – this world is
absolutely divine. The beautiful mother and the
daughter – the only two people out in this cold add
celestial beauty to the already gorgeous setting.

THE HOUSE GARDEN
WHERE THE MOTHER
BECOMES A CHILD
HERSELF AND MERRILY
GAMBOLS WITH HER
LITTLE KID

T H E
M OT H E R ,
H E R
DAUGHTER,
T H E I C E
C R E A M &
THE SNOW
– BEAUTY &
F U N
GALORE

Music has the power to evoke emotions such
as love, care and tenderness that constitute
the essence of our film. The rhythm of soft
strings, the slow pace and the lullaby-like
nature of the music will fit in perfectly with the
mood of the film. The music is soft and
minimal, perhaps a single string or a chord that
sets the tone for the rest of the film. Slowly
the percussion interweaves into the strings
and adds drama to the film. Here the beats
rise and surge as they entwine with the peppy
strings and chords as per the dramatic
significance of the moment. The music would
quietly enhance the mood of the film while
mostly remaining in the backdrop without
attracting much attention to itself. Varied
instruments come together in harmony and
create a mood that is both soothing and
peppy. The music reaches its crescendo with
the montage at the end that pays its tribute to
the wonderful mothers and their wise choice
in Johnson’s baby laundry detergent.
MUSIC
This proud film is a celebration of all
mothers. Just as the visual treatment
of the film looks to create a world
that is an extension of these
mothers’ psyches, the music aims to
enhance the emotional gravity of
that space. Because we have a range
of situations in the film, we have the
opportunity to create music that is
diverse, versatile and soothing. While
thematically it remains the same, it
has the opportunity to be dynamic
and complex whereby there would a
new element each time we see a
new sequence.

It would be my pleasure to be associated with a film that pays tribute to mothers who are
always there to look after you and take care of you.This is the kind of a film that makes
you feel both proud and emotional and gives you the opportunity to thank your own
mother and all those wonderful women in your own life who are mothers and have made
the world a better place to live in. This film would give me the chance to express my
gratitude to the women in my life and thereby allow me to make the film more evocative
and profound. By infusing my own experiences of these women in my life and moments I
have been personally a part of, I can bring a layer of profound sentimentality to the film
that would touch hearts and make the film immensely universal.This film is sure to speak
to every single person on the planet just as it speaks to you and me.
I will draw great performances from these characters so they transform into the real
people that live and breathe around us. In order to make these actors look like mother
and child when together, we would need to have them spend time together, get
comfortable with each other, ensure that the child in their care feels a sense of affinity and
unity with them and stays in rhythm with them. These moments while brief will be rich
with little nuances and elements that make them real, relatable and profound. In order to
ensure that these wonderful moments shine through, we will need two days to shoot the
film. Giving them little habits and traits would add a layer of credibility and make these
characters both universal and specific at once. It will be a combination of great casting,
performances, visual treatment and music that will etch this film in the minds of the
audiences for a long time to come. I look forward to working with you on this wonderful
and inspiring film.
Thank you!