04.04.2024  •  Agencies NEWS

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‘Kala : the Pursuit of Artistry’ - ELEMENTS PRODUCTION SERVICES produce the TILFI Kala campaign spot in a traditional Indian theater - and meet ELEMENTS at UPDATE-24-BERLIN

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ELEMENTS PRODUCTION SERVICES PVT LTD

Kala: the pursuit of artistry 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. Filmed in a vintage performing arts theater, the Tilfi Kala campaign follows a drama troupe in rehearsal, tracing the organic unfolding of a journey to realize a creative vision.

Director: Abyinaav Gokul
DOP: Ikprabh Kohli
Artist: Mallika Nethra
Production: Elements Production
Producer: Harsha Sinha
Sound Design: Neil Ghose Balser
Styling: Devanshi Tuli
Hair: Akram Salmani
Make-up: VISHU SINHA
Props: Vanya Vaishnavi
Model: Gurleen Arora
Model2: Sudhana
Model3: Vaishnavi Mannava
Model4: Rahul Rai
Casting: Harsha Sinha
Photographer: Bikramkit Bose
Stylist Assistant: Shivika Paliwal

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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
 
GoSee : gotoelements.com

 
ELEMENTS PRODUCTION SERVICES PVT LTD

ELEMENTS PRODUCTION SERVICES PVT LTD

 
ELEMENTS PRODUCTION SERVICES PVT LTD

ELEMENTS PRODUCTION SERVICES PVT LTD

 
ELEMENTS PRODUCTION SERVICES PVT LTD

ELEMENTS PRODUCTION SERVICES PVT LTD

 
ELEMENTS PRODUCTION SERVICES PVT LTD

ELEMENTS PRODUCTION SERVICES PVT LTD

 
ELEMENTS PRODUCTION SERVICES PVT LTD

ELEMENTS PRODUCTION SERVICES PVT LTD

 
ELEMENTS PRODUCTION SERVICES PVT LTD

ELEMENTS PRODUCTION SERVICES PVT LTD

 
ELEMENTS PRODUCTION SERVICES PVT LTD

ELEMENTS PRODUCTION SERVICES PVT LTD

 
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