OBJECTS OF ANANTAYA FOR MAHAKUMBH
PROJECT
CAMPAIGN
LOCATION
PRAYAGRAJ, INDIA
DATE
2025
CREATIVE DIRECTION
FOR THE WORLD OF ANANTAYA
The Maha Kumbh, the world’s largest spiritual gathering, arrives once every 12 years — a rare confluence of faith and culture. We designed a campaign for Anantaya that wove their crafts into the rituals and rhythms of the Kumbh. Anantaya’s objects became vessels of offering, prayer, and immersion, through Jal Arpan, Aarti, and Visarjan.
CREATIVE DIRECTION
FOR THE WORLD OF ANANTAYA
2025
PRAYAGRAJ, INDIA
OBJECTS OF ANANTAYA FOR MAHAKUMBH
The Maha Kumbh, the world’s largest spiritual gathering, arrives once every 12 years—a rare confluence of faith and culture. We designed a campaign for Anantaya that wove their crafts into the rituals and rhythms of the Kumbh. Anantaya’s objects became vessels of offering, prayer, and immersion, through Jal Arpan, Aarti, and Visarjan.
A campaign ispired by the eternal love story of Nisha and Chandra. A dance of light and darkness that creates cosmic balance.
They inspire poets, lovers and dreamers alike.
Nisha, Anantaya’s first campaign after her reincarnation, was imagined to be larger than life. Not just a curated collection, but a vision: to push the perception of Indian craft beyond expectation.
With Nisha, we looked to the night sky. To the shimmering reflection of the moon on water, to the way light and darkness dance together. That became our language: objects photographed as though suspended in dream, caught between stillness and movement.
The celestial photography holds the weight of tradition and the whimsy of imagination.
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CREATIVE DIRECTION
FOR THE WORLD OF ANANTAYA
2025
JAIPUR, INDIA
THE MAKING
THE MAKING
PROJECT
CAMPAIGN
LOCATION
JAIPUR, INDIA
DATE
2024
CREATIVE DIRECTION
FOR THE WORLD OF ANANTAYA
Anantaya’s work often returns to Thathera craft — the art of beating metal into form.
This campaign traced the craft back to its source, the narrow bylanes of Jaipur, where artisans shape brass with hand and hammer.
The series unfolded in short stories, revealing that these objects aren't inanimate things, but stories of time, forged from hand and mind. We were mesmerised by the rhythm of the hammer and voices of the makers themselves — proud.
Together, the stories became a portrait of a craft and its custodians.
2024
JAIPUR, INDIA
PHILOSOPHY
THE CRAFT
MAKERS' IDENTITY
THE MAKING CAMPAIGN
THATHERO KA RAASTA
CREATIVE DIRECTION
FOR THE WORLD OF ANANTAYA
2024
JAIPUR, INDIA
JAAM RANGE
JAAM RANGE
PROJECT
CAMPAIGN
LOCATION
JAIPUR, INDIA
DATE
2024
CREATIVE DIRECTION
FOR THE WORLD OF ANANTAYA
The Jaam range finds its roots in the desert — where every grain of sand becomes a memory, every flicker of light a symbol of joy. The campaign reflects on life’s countless experiences, each contributing to the mosaic of our existence, and celebrates Anantaya’s ethos of making everyday living beautiful.
Crafted with a resourceful approach, the campaign demonstrates how evocative storytelling can be created with minimal means, letting the products and the poetry of their setting take center stage.
Our approach was to dive deep into discovery, sense-making and possibility mapping for the brand. Instead of making the visual identity the prime focus, we treated that as a by-product of the strategy. This project in many ways, lay the foundation of what AGAIN is and what we stand for.
We transformed Anantaya into experience, value and essence- a brand world that is immersive and premium. The reincarnation shed the old body and gave Anantaya a renewed flow, and a new belief in recontextulising Indian crafts, making them both relevant and aspirational.
Anantaya means to possess the infinite. From this starting point, we reimagined Anantaya not just as a maker of products, but as a legacy brand that is changing the perception of Indian crafts on a global stage.
CREATIVE DIRECTION
FOR THE WORLD OF ANANTAYA
2024
JAIPUR, INDIA
NISHA
NISHA
PROJECT
CAMPAIGN
LOCATION
JAIPUR, INDIA
DATE
2025
CREATIVE DIRECTION
FOR THE WORLD OF ANANTAYA
A campaign ispired by the eternal love story of Nisha and Chandra. A dance of light and darkness that creates cosmic balance.
They inspire poets, lovers, and dreamers alike.
Nisha, Anantaya’s first campaign after her reincarnation, was imagined to be larger than life. Not just a curated collection, but a vision: to push the perception of Indian craft beyond expectation.
With Nisha, we looked to the night sky. To the shimmering reflection of the moon on water, to the way light and darkness dance together. That became our language: objects photographed as though suspended in dream, caught between stillness and movement.
The celestial photography holds the weight of tradition and the whimsy of imagination.
CREATIVE DIRECTION
FOR THE WORLD OF ANANTAYA
2023-2025
JAIPUR, INDIA
FRAGMENTS AND FLOW
FRAGMENTS AND FLOW
PROJECT
CAMPAIGN
LOCATION
JAIPUR, INDIA
DATE
2023 = 2025
CREATIVE DIRECTION
FOR THE WORLD OF ANANTAYA
Beyond large-scale campaigns and catalogues, a brand lives in its fragments- everyday stories, posts, and details that flow into its world. This collection captures how Anantaya’s presence is continuously shaped across digital touchpoints.
Our approach was to dive deep into discovery, sense-making and possibility mapping for the brand. Instead of making the visual identity the prime focus, we treated that as a by-product of the strategy. This project in many ways, lay the foundation of what AGAIN is and what we stand for.
We transformed Anantaya into experience, value and essence- a brand world that is immersive and premium. The reincarnation shed the old body and gave Anantaya a renewed flow, and a new belief in recontextulising Indian crafts, making them both relevant and aspirational.
Anantaya means to possess the infinite. From this starting point, we reimagined Anantaya not just as a maker of products, but as a legacy brand that is changing the perception of Indian crafts on a global stage.
Our approach was to dive deep into discovery, sense-making and possibility mapping for the brand. Instead of making the visual identity the prime focus, we treated that as a by-product of the strategy. This project in many ways, lay the foundation of what AGAIN is and what we stand for.
We transformed Anantaya into experience, value and essence- a brand world that is immersive and premium. The reincarnation shed the old body and gave Anantaya a renewed flow, and a new belief in recontextulising Indian crafts, making them both relevant and aspirational.
Anantaya means to possess the infinite. From this starting point, we reimagined Anantaya not just as a maker of products, but as a legacy brand that is changing the perception of Indian crafts on a global stage.
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.
These projects were 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
__________________________________________________________________________________________________
ADIT KAUSHIK
NITIN BHASKAR
TARUNA TANEJA
CREATIVE DIRECTION
DOCUMENTATION
GRAPHIC DESIGN
