Set deep in the forest and rooted in the spirit of the tiger, Roar was a campaign that brought together craft, conservation, and storytelling at a remarkable scale. Through the lens of Banarasi weaves, the images spoke to disappearing habitats, deforestation, and the delicate tension between the wild and the human.

We navigated narrow forest trails with vanity vans, crew vehicles, and equipment trucks — working against time and terrain to install six life-sized tiger sculptures crafted from wood, mosaic, wire, and papier-mâché. These weren’t just props; they held weight, both visual and symbolic. At one point, someone asked if they were AI-generated — a quiet nod to how surreal and lifelike they had become in the frame.

The final scene unfolded near a forest waterbody, where three tigers stood lit against the fading evening sky. The image held — still, glowing, and otherworldly.

This was a shoot that asked for precision, patience, and a certain kind of faith. Roar was more than just fashion — it was a tribute to wild beauty, human effort, and the fragile power of what still remains.