SHELLYWOOD™ – WHERE DREAMS COME TRUE

Bharat Times, July 2006

Planet Shellywood™ – Where dreams come true was recently launched in India with the trailer for the new blockbuster hitting the streets of Delhi and if the traffic jams are anything to go by, it’s bound for success.

Shellywood™ is a continuation of a recent project which consisted of six large billboards in Melbourne, featuring Shelly Innocence, a virtual supermodel, who advertises her own range of products including Happiness™, Hope™, Honesty™ and Truth™. It is a collaborative project challenging the boundary between art and advertising.

Earlier this year Shelly travelled to India to become a Bollywood star and continue her exploration of the metaphysical aspects of life through popular culture. She took Delhi by storm with a brand new advertising campaign Shellywood™ – where dreams come true.

Riding an elephant pulling two giant film posters, Shelly led a rapturous parade that had the crowds wanting more. “She glittered from head to toe in sequins, saris and bangles”, says Aadesh Kumar of Ghitorni village.

“If it weren't for Lakshmi the elephant, I'd be run off my feet!” Shelly says, “I ducked overhead powerlines to pose for photos and sign autographs. It was hard work, but it was worth it!”

Shelly says, “It’s a dream come true! Nameste!”

The Shellywood™ ads feature a love-struck heroine torn between an arranged marriage partner and an Australian boyfriend, under the watchful eye of her family. In one picture Shelly appears to enjoy the dilemma, but in the other, she looks toward the camera in doubt.

The 3 metre x 6 metre billboards were produced by artists at Kumar Studios in Daraganj who continue the tradition of hand-painting huge hoardings for some of the major cinemas in Delhi. Shelly insisted that her advertising campaign be produced in true Bollywood style and selected Sydney celebrity photographer, Cath Barcan, and renowned Indian fashion photographer, Rahul Dutta for the incredible task of transforming the Aussie supermodel into a Bollywood princess.

“We are taking promotion to new heights”, says Peter Burke, Innocence™’s Global Events Marketing Manager. “We thrive on unsettling familiar distinctions.”
Innocence™ intends to bring Shellywood™ to Melbourne soon provided Lakshmi can squeeze through customs.

Three years ago Shelly was a retail in-store demonstrator in Box Hill, Melbourne, but is now a Bollywood star in India. Shelly and her Shellywood™ billboards were displayed from a mobile trailer in Delhi, exhibited at the Global Arts Village and featured on AjTak TV.

She has also been invited to participate in “Buddha Enlightened”, in Bihar in November 2006. "Enlightenment™" will be a big seller!" says Shelly.