A very special project for us, and a testament to our unnatural love for using old Indian traditional art. For JSW Steel’s Independence Day campaign, we looked at the spirit of India through a language that felt deeply rooted in its culture: Warli art. Every frame was hand-drawn, bringing stories of resilience, progress and ambition to life through one of India’s oldest visual traditions.The film brought together Warli illustrations, a contemporary rap, and the strength of steel to tell stories of India’s progress, from ISRO and Atal Setu to Make in India, Indian sport, and the country’s push towards a more sustainable future. Every stroke and lyric was built around a connection between India’s journey and JSW Steel’s role in it.
