Kolkata, 18th October: Meraqi Digital proudly unveils #AnmolKalakaar – Anmol Industries’ latest campaign, a heartfelt initiative celebrating artists who enrich Indian culture and make it what it is.
In West Bengal, the fervour of Durga Puja is a breathtaking spectacle. It unfurls with an unwavering devotion that radiates from every corner, as skilled hands meticulously shape awe-inspiring idols, light men create spectacular installations and dhakis play the dhak all around – the Durga Puja feel is unbelievable.
Yet, amidst this grandeur, one question remains: Do we truly appreciate the craftspeople behind these marvels the recognition they deserve?
This campaign, a 3 part series with one main film focuses on paying homage to the artists behind Durga Puja: the idol makers, dhaakis, and electricians.
Main Film
Idol Makers: These skilled artisans create the magnificent idols that grace pandals and receive our devotion during Durga Puja. Their craftsmanship brings the deities to life, capturing the essence of the festival’s spirituality.
https://www.youtube.com/shorts/GBEv25CHcRc
Dhaakis: The rhythmic beats of the dhaak, played by these talented artists, form an integral part of the Durga Puja experience. Their heart-thumping music creates an atmosphere of joy and celebration.
Electricians: The unsung heroes behind the breathtaking light installations that adorn the celebration. These professionals work tirelessly to set up the intricate lighting displays that bring added magic to the festivities.
Ankit Saraf, Founder at Meraqi said, “Each day, we encounter creative masterpieces – some by famous artists, others by unsung talents. Yet, behind these works lie artists in the shadows, their remarkable journeys often unnoticed. Their creative process is Anmol, and they are treasures in their own right. We wanted to bring this forward. This is just the first segment, we intend to span this initiative across India and bring forward stories of these unsung artists.”
“Lakhs of people visit Durga Puja pandals everyday during the 5 day period, but do we truly appreciate the artists who have made this possible by working for months? The energy and vibe of the city and the pandals is due to the Dhaakis and Lighmen! We aim to bring them to the forefront. Similarly, there are unsung artists in every state and with this campaign, we aim to increase awareness about these incredible artists.“ added Snehja Sanganeria, Co-Founder at Meraqi about the campaign.
Aman Choudhary, Executive Director – Marketing and Innovation of Anmol Industries, expressed the company’s excitement about the campaign, saying, “Art and culture are the essence of our nation, and we want to ensure that the gifted individuals who contribute to these traditions are acknowledged and celebrated. The #AnmolKalakaar campaign is a platform that uplifts the extraordinary artists and craftspeople who form the foundation of our heritage.”
Rajan Makani, VP – Marketing, Anmol Industries, while talking about the campaign said, “The heart and soul of our nation lie in its art and culture. We aim to ensure that the talented individuals who enrich these traditions are recognized and honoured. The #AnmolKalakaar initiative serves as a platform that uplifts the remarkable artists and artisans who constitute the bedrock of our heritage.”
The campaign invites the public to share their appreciation for these artists using #AnmolKalakaar on social media, and bring them the respect that they deserve
Anmol Industries and Meraqi Digital are committed to sharing the stories of these exceptional individuals and are determined to continue their work to honour and celebrate the artists and craftspeople across India.
Our first segment includes a four part film series, with one campaign film and three shorts showcasing the artists and their views. Here’s where you can watch them:
Main Film: https://www.youtube.com/watch?v=y6geTDOR6bQ
Episode 1: https://www.youtube.com/shorts/GBEv25CHcRc
Episode 2: https://www.youtube.com/shorts/cEXwuoyN1W8
Episode 3: https://youtube.com/shorts/HnvzAp_emVc?si=mXkNr4z6fBCdZ7tb
For more on the #AnmolKalakaar campaign, visit – https://www.anmolindustries.com/anmol-kalakaar/
Credits
Agency – Meraqi Digital
Agency Creative – Nishkarsh Sachdeva
Account Manager – Vasudha Kedia
Agency Producers – Snehja Sanganeria and Ankit Saraf
Client Team: Aman Choudhary, Rajan Makani and Yash Gudiyal
Production House – Ice Media Lab
Producers – Debojit Saha , Ambarish Majumdar, Anirban Ajoy Das
Director – Anitirtha Mustafi
Creative Director – Pinaki Shoukalin Ghosh
Associate Producer – Trisha Biswas
