Indian production company ELEMENTS has just presented its services, ranging from commercials to photo shoots, at UPDATE Berlin and is the go-to address when its comes to productions in India and the far reaches of Asia.

To Europe, ELEMENTS also has a very special relationship, as a son of the family is studying photography in the Netherlands. Here on GoSee, ELEMENTS presents ‘This Isn’t Divide and Conquer’ by Aaryan Sinha. The work has been exhibited in Luma Arles with House of Dior, Nederlands Fotomuseum, Melkweg Amsterdam, and is now on display at Foam Amsterdam as part of Foam Talent.

At the heart of the project is Aaryan’s attempt to depict a version of India that is truer to his experience, one of similarity and connection, instead of division and opposition. Through this, his project also exposes the relationship between photography and colonialism – aiming to revoke the stereotypical perception of a poor, overpopulated nation held by many in the West.

Aaryan Sinha : “This project, entitled ‘This Isn’t Divide and Conquer’, is rooted in my family history and branches out into a journey across the five states of India that share a border with Pakistan. Through photography, I attempt to understand how historical events have played a part in shaping the Indian landscape and the ever-changing identity of its people.

The title of the project has historical connotations. Divide and conquer is a strategy of the British that pitted religious groups against one another. The hope of employing it was that Indians would be busy fighting among one another and not the rule of the British Crown. It was a tactic that led to one of the largest forced migrations ever; 14 million people were displaced, and over 1 million were killed. A moment that defined generations – leading to four India-Pakistan wars. Countless other lives were to be lost and a deep rooted sense of hatred would exist between these two nations. 76 years later, the same tactic is being employed once again by India’s right-wing government. As they have successfully managed to polarize different communities based on religious differences and have gained a stronghold on the homeland of 1.4 billion people.

The majority of families in North India have their own story to tell about the partition. The project aims to act as a vessel for them to share these very stories. The border is what separates us; it is where history is embedded. A history that defines the identity of where I come from, my homeland, the land in which I lost my grandfather. Cities, villages, and families were separated by the lines so hastily drawn by the British. My grandfather, on my father’s side, was a member of the Indian Armed Forces, the road to which was from the Indian Military College, formerly named the Royal Indian Military College, where he ate, drank, and was raised alongside Pakistani Army Officials. However, after 1947, they would face one another in four wars – while both grandparents on my mother’s side migrated to India in 1947.

In a time of political division, with the ensuing polarization of the population, the project focuses on similarities instead of differences. It is aimed at providing a platform for reflection and dialogue.”

 
30.04.2024 show complete article

Filmed in a vintage performing arts theater, the TILFI Kala campaign spot produced by ELEMENTS follows a theatrical troupe in rehearsal, tracing the organic unfolding of a journey to realize a creative vision.

“The art of expression and the craft of evoking rasa (sentiment) and bhava (emotive state) remain central concepts in India’s performing art traditions, drawing from the fundamental principles laid out in the Natya Shastra.”

Founded in Banaras in 2016, TILFI is aimed at bringing the beauty and cultural wisdom of this age-old craftsmanship found in Banaras to the world : “With our range of handwoven textiles and handcrafted products, rooted in the region’s artisanal traditions, Tilfi preserves heritage while fostering a strong sense of cultural identity and pride.”

The name of the TILFI label is inspired by a Banarasi weaving technique, where three colored yarns run continuously without a break. It stands for the three ideals of company founders Udit, Aditi and Ujjwal : “Pure – we use only natural materials in our products to ensure lasting quality and luxury. Handmade – every Tilfi piece is handmade and the product of our deep knowledge and understanding of the craft. And Banaras – rooted in Banaras, we take great pride in carrying forward this historic city’s legacy of skilled craftsmanship.”

Tilfi has grown from 300 artisans in 2016 to a family of over 2000 today. The brand enjoys a very discerning clientele and has won the favor of several patrons of the arts from across the globe. 

If we have sparked your interest in India as a location for your next production – then you should definitely come to UPDATE-24-BERLIN. Achal and team will gladly answer all and any questions you may have at their booth.

GoSee : tilfi.com
 
04.04.2024 show complete article

Indian fashion label ANAVILA embodies traditional simplicity at its best. The prints, patterns, and designs of Anavila are pleasantly minimalist and synonymous just as much with class as timeless elegance.

For the AAMOD collection, Director Akshay Sharma filmed the commercial presented here, which was produced by ELEMENTS Production Services.

“The making of Aamod is deeply rooted in the romantic prose and poetry of 17th-century Rajasthan. Whether as exquisite embroidery, or carefully chosen appliqué motifs, an entrancing narrative of Mother Nature – and her celebration of the seasons that evoke the romance of the Nayikas, against the abundance of Bundi’s flora fauna, peacocks, birds and deer.

The collection, a melange of lehengas, saris and kaftans, are offered in a patina of hues-turquoise, berry, yellow, peach, ivory – all reminiscent of the ancient Bundi frescos. The metallic kaftans in linen zari weave rely solely on the zari being the shimmering heroine of this silhouette. With no deep colors and ostentatious surface ornamentation, the collection is an homage to a world of discernment, vintage and nostalgia.” ANAVILA

“Aamod, the Vedic resonance of joy, pays homage to the timeless traditions, emotions and ethos of Vedic culture. The collection salutes those who value knowledge of provenance and embrace that which is harmonious with a holistic, fulfilling life.”

ELEMENTS is a production service company with experience in handling a vast range of assignments for photo shoots and commercials : “Our strength is in the ability to provide quick access to locations, talent, crew and budgets. We offer seamless production without compromising on the creative.”

Meet ELEMENTS from New Delhi as an exhibitor at UPDATE-24-BERLIN and find out everything you ever wanted to know about production in India – budgeting and scheduling, research, crew booking, casting, location scouting and management, contract negotiation, permits, customs and clearances, insurance, accommodation and travel logistics, set design, construction and props, studio rentals, equipment rentals, craft services … and everything your heart desires.
 
30.03.2024 show complete article