Film Craft > Production
EARLY MAN FILM PVT LTD, Mumbai / JINDAL STEEL AND POWER / 2024
Awards:
Overview
Credits
Why is this work relevant for Film Craft?
Steel stands as the silent force driving relentless growth and progress. Yet, how do we unveil this invisible force, making it seen and heard? Our journey took us across the length and breadth of our nation, revealing India in its raw and authentic essence. Our mission was to juxtapose the
omnipresence of steel in every facet of our lives, mirroring the resolve and strength of everyday Indians. We attempted to capture not just the sounds, but the very spirit they hold. In a never-before-seen execution in the Indian advertising landscape.
Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.
If you ask us what makes the backbone of India, we’ll proudly inscribe the names of over a
billion Indians. Just as their unwavering resolve propels our nation forward, steel stands as
the silent force driving relentless growth and progress.
Jindal Steel is the third-largest manufacturer of steel in India and the only private company
to provide steel to Indian Railways. It has played a pivotal role in building the nation. The
task was to bring alive the essence of steel in a manner that gave meaning to its almost
invisible existence but also turned it into a tribute to the strong-willed, diverse nation. With
this film, the brand paid homage to India’s immense sense of pride that comes from the
ubiquitous steely resolve of its people. We wanted to showcase steel in all its
glory—capturing not just its tangible attributes but what it truly stands for. We wanted to
move beyond the product and capture the true ethos of the brand that stems from the
nation itself.
Write a short summary of what happens in the film.
The film captures the bold, steely voice of a proud, strong-willed nation. Through the sounds of steel, it tells a resounding tale of unbreakable resilience and unwavering determination. In its entirety, it pays homage to the diversity of India, depicted through its landscapes and people, intertwined with the story of steel at its core. It juxtaposes the diverse realities of modern and rural India in their purest forms, interweaved with the sounds of steel. From micro to macro, it travels from the steel factory to the heartland of India, painting a picture which celebrates both the rawness and the cultural nuances.
Background:
Jindal Steel and Power Limited is the third-largest steel manufacturer in India and wanted to challenge its competitors in terms of perception building. The key task was to make people in India connect with Jindal Steel, rather than limiting it to a B2B conversation. It aimed to tap into the unmistakable sense of pride of Indians who are focused on shaping the country by creating infrastructure across regions, with steel at the core of its narrative. And thus arose the biggest challenge: how do we make steel, which is largely invisible, meaningful to the people at large, and create something memorable.
Tell the jury anything relevant about the direction. Do not name the director.
This film transcends the realm of a typical Indian advertisement, taking it into a more artistic direction. Rather than merely showcasing the product, it originally embodies the progress of a nation and people built with steel. We aimed to capture the raw, unfiltered essence of India – with a never before seen abstract aesthetic.
To achieve this, we approached our subjects in a visually striking manner, but with the eye of a documentarian to maintain authenticity. We strategically integrated surreal visuals for contrast and infuse the film with an extra layer of intrigue and captivation.
Every shot contributed a foley effect. These field recordings were carefully
curated into a musical landscape that emerged as a symphony of steel
sounds. The viewer could hear and see it again and again to seek new connections, in a cinematic dance of image, sound and edit.
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