Title | BLACK SLAM |
Brand | RAYMOND |
Product / Service | ALL-BLACK FABRIC COLLECTION |
Category | A03. Casting |
Entrant | GREY INDIA Mumbai, INDIA |
Idea Creation | GREY INDIA Mumbai, INDIA |
Production | METHOD PRODUCTIONS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Sandipan Bhattacharyya | GREY India | Chief Creative Officer |
Arun Raman | GREY India | National Planning Head |
Lloyd Baptista | Method Productions | Director |
Coburn Machado | Method Productions | Executive Producer |
Sejal Shah | Method Productions | Cinematographer |
Samir Chadha | GREY India | Executive VP - GREY Works |
Vineet Singh | GREY India | Vice President |
Yusuf Khan | Method Productions | Editor |
Madhu Dutta | Raymond | Head of Marketing |
Sanjay Bahl | Raymond | Chief Executive Officer |
Shantiswarup Panda | Raymond | Chief Marketing Officer |
Yuvraj Bandi | GREY India | Editor |
Anjory Gor | GREY India | Animator |
Who can understand the meaning of black better than a person who's lived in darkness since he was 6 months old? What if a blind man were to talk about the beauty of black? To introduce its All-Black fabric collection, Raymond came out with a film which is an intriguing yet poetic ode to black fabric. We realise towards the end of the film that the ode is delivered by a blind poet - it is his interpretation of black. It has slick fashion colliding with a narrative that’s just as intriguing as it is lyrical. The narrative has a consistent progression, building human attributes into the colour black and leading up to a striking touch of authenticity in the end - The film features Jugpreet Bajwa, an Indo-Canadian singer and writer who’s visually impaired since the age of six months.
When the idea is around a blind man's interpretation of the colour black, it required us to be authentic and true to the concept. Which is why we decided to not go with casting directors but tried to get into popular culture and started researching on the net around popular people from poetry, music, TV talent shows and the like. It took us over a month of trawling through the internet to find the right fit in Jugpreet Bajwa - He's been blind since the age of six months, and is a singer and writer who became popular in India through a TV talent show. His positivity and perspective on blindness was refreshing and lyrical. We auditioned him over a video call as he lives in Vancouver and started involving him in fine tuning the poetry to ensure it reflects his thoughts accurately. https://www.youtube.com/watch?v=9ZytQ94gavE&t=153s