Dr Towels
Dr Towels is a brand born from personal need - and backed by deep research. The founder struggled with persistent skin sensitivity and discovered the culprit: regular bath towels. Determined to create a skin-safe alternative, they collaborated with top researchers in India to experiment with natural fibres like banana yarn, bamboo, and aloe vera. The result? A towel that’s soft, antibacterial, and gentle enough for even the most sensitive skin.
Today, Dr Towels is trusted by over 2,00,000 people and continues to focus on quality, sustainability, and meaningful storytelling.
The Ask
Dr Towels approached us to create three videos - one each showcasing how their towels are made from banana fibre, bamboo, and aloe vera.
But they didn’t want just another process video. The brief was clear: Make it creative. Make it engaging. Make it unique. While the content had to highlight sustainability and material innovation, it also had to connect with an audience that cares about where their products come from, and how they feel.
Each video needed to educate viewers about the eco-friendly fibres used and subtly convey the benefits - such as softness and antibacterial properties - without sounding clinical.
The Execution Process
We handled scripting, storyboarding, casting, location planning, and post-production, end-to-end. The creative direction leaned heavily on strong visuals, textures, and playful metaphors—bringing personality and warmth to what could’ve easily been a dry, technical topic.
The videos were shot over two days at a scenic resort in Kerala. Lush plantations and raw materials became our visual playground. We used close-ups to highlight textures, slow pans to build mood, and unexpected transitions to create narrative rhythm. For example, in the banana fibre video, we showed a person slipping on a banana peel—which cleverly cut to a model relaxing under a towel, underscoring its softness and comfort.
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Our team worked closely with the local crew, casting three models, and managing every detail of the production—despite unpredictable rain and the challenges of securing shoot permissions at plantations.
Additional
Brownie Points for
Hiring IndieVisual
While production houses are aplenty, IndieVisual takes a unique tech-and-network-optimization approach towards meeting brands’ digital video needs. This allows us to be quick, effective, and professional in our approach, and also deliver video projects all across India.
The Final Result
We delivered three high-quality origin films in 16:9 format.
Each video offered a distinct visual identity while maintaining brand consistency across the campaign. They were fast-paced, textured, and engaging—just as the client envisioned.
The client loved the final outputs, especially our creative take on storytelling and the film-like production value. The feedback was overwhelmingly positive, and the videos were well-received across the board.
This project helped us push the envelope on how product origin stories can be told—with beauty, clarity, and just the right touch of quirk.
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