India’s Longest Commercial Celebrates 5 Years of Bold Decision-Making

In 2019, HarperCollins India made a groundbreaking move in the world of advertising by releasing Parcel, an 8-minute and 38-second digital film, which still holds the title of the longest ad in the history of Indian advertising. This dark, suspenseful, and unique film not only caught the attention of audiences but also broke the mold of traditional advertising strategies in a world dominated by skippable and short-form ads.

Parcel was created to promote HarperCollins’ crime genre collection, and its narrative unfolded through a gripping riddle. Two colleagues, Ved and Ali, embark on a road trip from Delhi to Lucknow during Eid. During their journey, Ali poses a riddle: a woman receives a parcel in the morning, and by evening, she is dead. As Ved tries to solve this mysterious riddle, his imagination takes the viewers on a suspense-filled journey, with every new guess leading to a wild scenario. Ultimately, Ved solves the mystery, witnessing the murder unfold before his eyes.

The film revolves around Zareena, the woman at the heart of the murder mystery, who dies in multiple ways throughout the film. She is portrayed as various characters, including a nurse, a police officer, an air hostess, a glamorous secretary, and a young Muslim woman living with an old lover. This portrayal keeps the viewers on the edge of their seats, as the lines between imagination and reality blur.

Titus Upputuru, the director of Parcel, shared that the creation of the film was not an easy task. Each scene and dialogue had to be carefully visualized, especially given the complex narrative and the journey involved. Despite the challenges, Parcel went on to become a monumental success, trending as the number one topic on Twitter (now X) on its release day.

The film’s innovative approach to storytelling, paired with a textured score by Rupert Fernandes, contributed to its acclaim, including recognition from UK Film Review, which hailed it as a “stroke of genius.” The film successfully combined suspense with elements of dark humor, bringing an engaging story to life through the art of visual storytelling.

To mark the film’s 5th anniversary, Titus Upputuru shared behind-the-scenes insights on LinkedIn and Instagram, celebrating the success of a film that not only changed the game in Indian advertising but also inspired creative minds worldwide. With Parcel‘s continued legacy, HarperCollins’ innovative approach to book promotion through cinematic storytelling remains an influential example in the world of creative advertising.