Famous designer Ritu Kumar launched an initiative that presents the people, skill and story behind its textiles. Launching this video campaign, ‘Many Hands make Beautiful Work’, via a special microsite www.ritukumar.com/beautifulhands the brand aims to highlight the many unknown heroes who work behind the scenes and their precise craftsmanship.
Produced by Mummy Daddy Media Pvt Ltd and directed by filmmaker Chintan Gohil, the videos narrate the story behind the identity, craftsmanship and the revival of Indian textiles and crafts. The initiative is a conscious step towards supporting the rich Indian heritage of craftsmanship and textiles, and bring forth the stories of the people who create these masterpieces.
Amrish Kumar, CEO, Ritu Kumar and Owner, Mummy Daddy Media who is the brainchild behind the concept, said, “The Beautiful Hands campaign is the story and narrative behind textile craft. Through a 30 second video we tried to capture the feeling behind what goes into India's craft traditions. With this campaign, Ritu Kumar as a brand salutes the passion and spirit of these craftsmen in keeping the art alive over generations.”
A real life story of SK Hasim Ali, a hand embroiderer who works with Ritu Kumar is a testament to the true spirit of the countless craftsman in our country. Mrs. Kumar recalls her association with Hasim: ‘He was very young and could not even afford the bus fare to Kolkata from his village. In the initial years, he used to travel on the top of the roof of the bus to save ticket fare, to bring the potli of fabrics to me. I did not know how impoverished his family was till I went to the village to see him once. This is when I decided to support him to set up his own entrepreneurial venture and he has never looked back since.’ Ritu Kumar helped Hasim start a small embroidery unit in a shed near his hut, in his native village and the enterprise grew from 3 fellow embroiderers to supporting nearly 50 families in his village. From a humble beginning in a small hutment, today SK Hasim is a true source of inspiration for many other artisans in his village.
Check out the video right here:
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