CAN YOU TALK ABOUT HOW YOU SHOT THE PROTAGONISTS IN THE FILMS?
At its core, this campaign isn’t about India—it’s about the people discovering India. The landscapes were grand, but it’s the faces of our travellers that tell the real story.
A woman closing her eyes when she smells the spices,which transports her to feeling the stillness, the calm. The lady running her handover a century-old carving, connecting with history. Or the yogi sitting along the banks of river Ganga with his eyes closed.
These moments are small, but monumental. We used shallow depth of field and soft focus to pull the audience into these intimate experiences. The background fades away, and all that’s left is the person and their moment of transformation.
HOW DID TEXTURES AND DETAILS BRING THE CAMPAIGN TO LIFE?
One of the things I obsessed over was texture. India is a country of sensory overload—you don’t just see it, you feel it. That had to come through in the visuals.
The grains of sand slipping through fingers. The golden flakes of a crispy dosa being flipped. The texture of the fabric on which the master craftsman is doing a beautiful embroidery. The aged wall surface in a royal palace under someone’s fingertips.
These close-ups made the campaign feel immersive.Alive.
WE ALSO SEE THE USE OF SLOW-MOTION SHOTS WHICH IS ADDING A LOT OF ELEGANCE AND DRAMA.
Slow motion allowed us to elongate emotion—to make the audience breathe in a moment, rather than just see it. A dancer’s hands moving through the air, captured in slow motion. Suddenly, it’s not just a dance. It’s art, it’s heritage. The yogi taking a slow breath in deep meditation. The moment becomes sacred, like time itself has paused. A handful of colourful spices being tossed into the air, falling gracefully. An everyday act turned into poetry.
How was your personal experience?
Directing "Find the Incredible You" wasn’t just about showcasing destinations. It was about capturing the feeling of discovery. Actually I was holding a thought through out, while shooting the campaign for days “What is the connection between a destination (a physical space) and a person’s destiny”?
The process of shooting these films has definitely been transformative for me at a personal level. I am in the process of finding the incredible me, through Incredible India.
WATCH THE FILM "YOGI OF THE RACETRACK"
WATCH THE FILM "THE MAHARANI OF MANHATTAN"
WATCH THE FILM "THE MASALA MASTERCHEF"
WATCH THE FILM "THE REINCARNATION OF Mr. & Mrs. Jones"