India — For this year’s Republic Day, Tata Trusts showcased the story of freedom through Kalasutri, a traditional string puppetry art from Maharashtra. The campaign, conceptualised and executed by RepIndia, combined the cultural heritage of puppetry with the modern spirit of India’s Constitution.
The initiative sought to reflect on India’s journey from a time when lives were controlled, opportunities were unequal, and voices were silenced, to the present, where the Constitution provides rights and encourages individuals to act with autonomy.
The film was created under the guidance of Parshuram Vishram Gangavane and in collaboration with the Thakar Adivasi Kala Aangan Museum & Art Gallery.
Commenting on the campaign, Shilpi Ghosh head of brand and marketing communications, Tata Trusts, said, “We found the idea of using an ancient art form to reflect the enduring modernity of our Constitution, truly compelling. Puppetry allowed us to showcase a simple truth – that the republic is shaped by collective intent. The constitution lives when people choose to uphold it every day.”
The campaign highlights an effort to connect India’s cultural traditions with its constitutional values, using storytelling and visual art to engage audiences on a significant national occasion.
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