THE ARTIST

TitleTHE ARTIST
BrandSAVLON
Product / ServiceHANDWASH
CategoryA01. Direction
EntrantGOOD MORNING Mumbai, INDIA
Idea Creation OGILVY INDIA Mumbai, INDIA
Media Placement OGILVY INDIA Mumbai, INDIA
PR OGILVY INDIA Mumbai, INDIA
Production GOOD MORNING Mumbai, INDIA
Post Production GOOD MORNING Mumbai, INDIA

Credits

Name Company Position
Afshan Hussain Shaikh Good Morning Films Director
Shashanka Chaturvedi Good Morning Films Executive Producer / Director
Vikram Karla Good Morning Films Executive Producer
Robin D'Cruz Good Morning Films Executive Producer
Yashveer Singh Freelance Cinematographer
Afshan Hussain Shaikh Good Morning Films Director
Tushar Sivan Freelance Editor

Write a short summary of what happens in the film.

The film's protagonist is Swapna Augustine, a woman without hands who is one of India's best foot artists. The film opens on Swapna painting gracefully with the brush held in her foot. The voice narrates Swapna's thoughts. Swapna states that though she is a gifted artist, in all other aspects she's just like us. Then the film captures snippets of her daily life. We see her using her foot to make tea, apply make-up, for gardening, etc. When she's offered her favourite sweet, she reaches out to pick it with her foot but pauses and says that there's one thing that she does not forget to do - use handwash. She then washes her feet with handwash. The film ends with Swapna asking a simple yet powerful question – “If it's so easy for me to use handwash, why don't you?”

Cultural / Context information for the jury

To contain the spread of the pandemic, an abrupt and complete lockdown was enforced throughout India in March 2020. Though people took things very seriously initially, by October many had stopped taking necessary precautions like using handwash. They had been bombarded with instructions /advice to wash hands by everyone from the WHO to local brands. This created a blind spot to all communication about using handwash.

Tell the jury anything relevant about the direction. Do not name the director.

The idea behind the story of Swapana was to show her spirit of living life. Evidently, she is a brilliant foot artist, but her conviction in life to relentlessly enjoy or carry on living life with her feet is the bigger story. She does not rely on anyone to function in her day to day life. Even if no one is around, she can live life comfortably; or has figured out living life with her feet. Nothing stops her. In one of Swapana's interview during the process of making the film, she said she did not miss having hands and arms because she was born like this; but it was the world around her that made her realize that she does not have arms. So the bigger message in the film was not about being an artist but living life comfortably.