PETRONAS DEEPAVALI 2024 - ஒன்றாகபிரகாசிப்போம் | Sinar Bersama
10. Craft Kancils [10.1a Film Direction: Single]
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Links:
https://youtu.be/q-OxUkQqhow
Product/Service:
PETRONAS
Client:
PETROLIAM NASIONAL SDN BHD
Brief:
In Malaysia, Indians make up the minority of the population with 6%. As the minorities, their representation in the media is often stereotyped. PETRONAS, the largest company in Malaysia, was passionate about one thing: PROGRESS. So we wanted to feature this minority population in a way that was progressive and respectful to their culture.
Solution:
For a community of minorities, we decided that it was time to tell a story where everyone had a chance to shine. We intentionally chose to feature an unlikely Bharatanatyam dancer; a boy who didn’t exactly have the usual physique of the usual dancer, but his confidence outshone the rest.
As a brand that championed progress, we chose to tell a story of unity, of supporting one another and having the courage to step into the spotlight, for it embraces all without prejudice.
We gave our hero and the dance the full spotlight, by dedicating a full 30 seconds to his performance, which presented the folklore of Lakshman’s battle through his dance steps amidst a soundtrack of traditional Carnatic beats.
