NISHA
2024
JAIPUR, INDIA
CREATIVE DIRECTION
FOR THE WORLD OF ANANTAYA
NISHA
PROJECT
CAMPAIGN
LOCATION
JAIPUR, INDIA
DATE
2024
CREATIVE DIRECTION
FOR THE WORLD OF ANANTAYA
Nisha was the first campaign after Anantaya’s reincarnation — a declaration that Indian craft could live not just in objects, but in entire worlds. We chose to stage the products in imagined, dreamlike environments where the moon, water, and architecture became part of the story.
The campaign hinged on high-fidelity computer graphics, meticulous 3D modeling, and cinematic direction. Every vessel, thali, and form was lifted beyond documentation and into narrative — not photographed in place, but imagined in dialogue with the cosmos.
Produced before the era of AI image-making, Nisha relied entirely on pure design vision and digital craftsmanship to create this sense of wonder.
The process for each video began with storyboards. Before a single frame was rendered, we mapped the movement of moonlight, the story, and the rhythm.
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हुनर
At the heart of the campaign lay the Thathera craft — hammered brass forms that shimmer like liquid gold under light. By recontextualising these objects within cinematic worlds, Nisha demonstrates how ancestral techniques can feel both timeless and futuristic.
Nisha set the tone for what Anantaya could become — not through strategy on paper, but through execution at the highest level. A campaign that was ahead of its time, it showed how Indian craft could be positioned with the grandeur of cinema and the spirit of world-building.
This project was conceived and executed with the team during Adit’s tenure as Head of Marketing at AKFD and Anantaya.
*All proprietary content and imagery are owned by AKFD Studio.
SPACE DESIGN,VISUAL MERCHANDISING AND CURATION
FOR THE WORLD OF ANANTYA
TEAM
__________________________________________________________________________________________________
ADIT KAUSHIK
__________________________________________________________________________________________________
SANJANA SIVARAM
__________________________________________________________________________________________________
NITIN BHASKAR
__________________________________________________________________________________________________
AKFD PRODUCTION TEAM
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ADIT KAUSHIK
NITIN BHASKAR &
NADEEM KHAN
ANOOP A.L.
SANJANA SIVARAM &
KRATI BANGARD
CREATIVE DIRECTION, STORYBOARD & SOUND DESIGN
PHOTOGHRAPHY
COMPUTER GRAPHICS
GRAPHIC DESIGN
This project was conceived and executed with the team during Adit’s tenure as Head of Marketing at AKFD and Anantaya.
*All proprietary content and imagery are owned by AKFD Studio.
