Write a short summary of what happens in the film

Visual essay representing the elaborate creation process of ‘Kalamkari’ hand-block printed fabrics by the master craftsmen of Pedana, in the Indian state of Andhra Pradesh.

Cultural/Context information for the jury

Hyderabad city – Metropolis, tech hub, capital of the Indian state of Andhra Pradesh. Pedana – Minor town known as one of the last remaining bastions of the traditional craft of Kalamkari. Kalamkari – Laborious, time-consuming traditional technique of patterning fabrics. The form of Kalamkari practiced in Pedana uses intricately hand-carved woodblocks to stamp patterns onto cotton cloth in all-natural pigments. There are numerous stages involved in the process, each calling for a different set of specialist skills, sometimes practiced by different groups of artisans. It can take several days to create a single piece of printed fabric. Kalamkari from Pedana faces stiff competition from modern methods such as screen printing and digital printing that often attempt to replicate its distinctive look. Kalamkari from Pedana and a few neighbouring villages is now recognized by the Geographical Indication tag, attesting to its authenticity and emphasizing the need to protect it.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

A growing market of consumers who are aware of and appreciate slow fashion, sustainable and eco-friendly production methods, as well as the value of traditional art. Today’s conscious consumer is willing to pay a premium not just for the authenticity and aesthetic value of the craft but also for the knowledge and the labour that goes into it. As well, they are looking to consume a well-told story and the performance of creating the product. Each handmade piece is unique. For these consumers, buying a unique product while supporting a dying a tradition is a win-win situation. Dwindling numbers of craft clusters such as Pedana where traditional production methods continue to be practiced authentically. In order to bridge the gap and ensure that these products find the right market, it is necessary to leverage the right kinds of media and platforms to build awareness and visibility and generate demand.