Client Brief

Orient Cement Ltd, a CK Birla Group company, endeavors to support and promote the Group ethos of being a socially responsible citizen, fully engaged with the society. Orient Cement wanted to create a digital property which can represent and add to the existing tradition of respect and support for art and artists upheld by the CK Birla Group.

Idea

WOMM and its founder Mr. Vineet Panchhi crafted the concept of Art to Heart where Artists practicing different art forms could collaborate with him and take the viewer on an adventure that not only engages multiple senses but also, speaks in different languages of art and emotion. Art to Heart aims at promoting different underground artists and pays homage to the art forms they practice. It promotes them as well as showcases the various forms of communication as well as storytelling.

Holding true the value of the organization, ‘to support and promote the Group ethos of being a socially responsible citizen, fully engaged with the society’.

Execution

The age old thought process of a singer collaborating with either musicians or other singers, to a dancer collaborating with other dancers or at most a singer was let go and a fresh perspective to truly express creativity was executed, a collaboration of two distinct art forms. This collaboration of Art was proposed with Mr. Panchhi being the chief artist protagonist throughout the series, narrating a ‘Nazm’ and delivering a key theme in every video alongside another artist. The other artist showcase their take and interpretation on the theme chosen and expressed themselves through their art form to deliver a collaboration worth checking out.

Result

• Promotion of the underground artists involved in the film, as well as the art forms involved.
• Content that bypasses the barriers of linguistic communication and preferences.
• Excellent reviews from internal audiences and the industry.
• The accomplishment of the goal of putting together an exciting CSR program.
• Goodwill in the market as a result of the film.