There was a time when people moved by force and not by choice. Lives were controlled, opportunities were unequal, and voices were silenced.
The Constitution changed that. It didn’t just grant rights on paper but also loosened the strings that held people down. It gave people the courage to stand upright after centuries of being told to bow and became the force that allowed people to move forward on their terms. This Republic Day, Tata Trusts wanted to celebrate the hands that continue to untangle every string and help India stand tall.
In a world rushing towards AI, we brought back Kalasutri Bahulya, the traditional string puppetry art from Maharashtra, to narrate this story. The film was created under the guidance of Padma Shri awardee, Parshuram Vishram Gangavane, with the Thakar Adivasi Kala Aangan Museum & Art Gallery. Our heartfelt gratitude to him and his team, for sharing our vision and helping us bringing it to life.
Commenting on the campaign, Shilpi Ghosh-Head, Brand and Marketing Communications, Tata Trusts,” We found the idea of using an ancient art form to reflect the enduring modernity of our Constitution, truly compelling. Puppetry allowed us to showcase a simple truth – that the republic is shaped by collective intent. The constitution lives when people choose to uphold it every day.”
Republic Day campaign link:
https://www.instagram.com/p/DT9eYmVEvxI/
https://youtu.be/NmUQOjAe0yM?si=LA6lGcRtnQ0IoRYE
The campaign was conceptualized and executed by the creative agency RepIndia
