Katha was a soul-stirring experience — a campaign rooted in classical performance and Banarasi weaving, where two traditional art forms met through movement and fabric.

Casting lay at the heart of the process. Over two to three weeks, we met dancer after dancer until the right faces emerged — artists who carried both grace and truth in how they moved. What unfolded on set felt quietly profound: the Guru seated among his shishyas, each one steeped in discipline and devotion. Between takes, we watched younger dancers touch his feet, seeking his blessing — a small but powerful reminder of traditions that still hold firm in an ever-shifting world.

The concept followed a day in the life of a Katha dancer — not the performances, but the in-betweens. The way they stretched, braided their hair, shared a tea break. The moments that usually go unseen.

The location, too, mirrored the tone — a space of natural light and silence, where the rhythm of the day could unfold without interruption.

Katha reminded us that storytelling doesn’t always need scale — sometimes, presence, listening, and reverence for craft are enough.