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TATA GOLDPLUS
INDIA’S FIRST JEWELLERY CAR

The challenge was to shoot the world’s most expensive car (US$ 5 Million) within the secure confines of a jewellery manufacturing unit. This called for setting up a shooting floor with catwalks and rigs on a shopfloor.

We approached it like we were discovering relics from across the country, with a light. The light travelled and filled in, moulded itself around the intricate craftmanship. The music and the cinematography helped in retaining the mystery, all the while indulging detail, like a work of art. Eventually coming together as a confluence of different art forms included in the most unlikely object, a car.

A longer version of this film was used when Mr.Ratan Tata unveiled the car in Mumbai. The car is made with 80 Kilos of 22kt Gold and over 10,000 stones. The finest Karigars (Goldsmiths) from across the country came together to create this tribute to India’s 5000 year heritage of jewellery making.

The Car was then taken across the country and displayed at Goldplus store towns, resulting in extensive media coverage within India and around the world.

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