Threads of Love

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Threads of Love was a campaign born in the challenging times of the pandemic, conceptualized to shed light on the artisans who were profoundly affected by the global crisis.

This campaign not only celebrated the art of craftsmanship but also highlighted the unwavering dedication and love artisans pour into their creations. In collaboration with the Craft and Community Development Foundation, the campaign became a testament to preserving and honoring India’s rich artisanal legacy.

Threads Of Love
Threads of Love
Photographer Rohan Sreshtha
Threads of Love
Threads of Love

Concept & Inspiration

The title Threads of Love symbolized two deeply connected themes:

  1. The artisans’ heartfelt dedication to their craft—a true labor of love.
  2. The bond shared by a newly married couple, woven together like the threads of their story.

Execution

At the heart of the campaign were commissioned artworks by traditional gond artists, whose creations were inspired by the couture pieces. These paintings, were projected onto the models, creating a stunning interplay of light, texture, and art. The projections served as a metaphor for the artisans’ work becoming one with the wearer—a beautiful blend of tradition and modernity.

Cinematographer Nirvair Rai

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