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
CREDITS
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
Model Sudhana
Model Vaishnavi Mannava
Model Rahul Rai
Casting Harsha Sinha
Photographer Bikramkit Bose
Stylist Assistant Shivika Paliwal
About ELEMENTS PRODUCTION SERVICES PVT LTD
Elements is a production service company in India with offices in Mumbai and Delhi. We produce and facilitate different genres of film/video and still photography including catalogue, editorial, television commercials, music videos, documentaries among others, across the globe. We believe that production is not just about executing a ‘to-do’ list, but it is about understanding your creative, and your perspective and being able to bring together successfully all the elements of production to create the best possible experience and media product. Toward this, we have created a support team of the best available professional talent for still and film production. We have a dedicated team with strong work ethics and trained to work at an international standard.
GoSee : gotoelements.com