Capturing the Magical World of Indian Artisans

Indian handmade products survived over the ages, carrying the country and the ethnic people’s identity and emotions with them. With a powerful aesthetic inheritance, these handicrafts continue to be appreciated for both their beautiful looks and for what they represent.

Amazon Sellers India appreciates these craftsmen’s efforts and talent and so, it worked on a platform that allows artisans to showcase their handmade products to customers. Amazon Karigar — a program launched in 2016 with the mission to enable small businesses to benefit from e-Commerce and grow their business — took shape, hosting an authentic selection of handicraft items.

Besides mirroring India’s rich cultural heritage, these handmade products reflect the creative personality of people who work on bringing them to life. The amazing skills of these talented Karigars (craftsmen) are worthy of appreciation and Amazon Karigar decided to bring a tribute to them via a new campaign for which the brand joined hands with Ogilvy India – South.

“Handcrafted, with Love” celebrates craftsmen and art forms in India, allowing viewers to embark on a unique journey where they can see how the Karigars use their hands to bring the artworks to life. Amazon Karigar’s campaign brings the Karigari (craftsmanship) forth. The platform can be accessed by people from every corner of India.

Unlock the gates of a magical world through the one-and-a-half-minute-long video, and let yourself be carried to a place where artisans’ dexterity, imagination, and talent narrate the story. Words will be guiding you from a craftsperson to another, highlighting the complexity of the artistic process and how important details are in developing each craft.

Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy: “I applaud Amazon’s effort to recognize the artists and the artisans that have made India famous for centuries. As a child, I have been exposed to artists of various kinds due to the involvement of my sisters who wanted to promote fine artists of every kind, including folk musicians. And as a partner to famous Indian businesses like Pidilite (promoters of furniture artists) and Asian Paints (as promoters of the use of color and paint in Indian household and cultures), I am delighted by the effort of Amazon and my colleagues in Ogilvy South as well as the filmmakers who did ample justice to the magnificent heritage of art and craft in various parts of India.”

The ad is directed by Rajesh Thomas and Vidya Sharma for Lucifer Circus, without whom the creation of the campaign wouldn’t have been possible. Shot on real miniature sets and not CG, it took the team six months to prepare the film. But it was all worth it, as it looks like “pure perfection,” the Lucifer Circus team says on their Facebook page.

“The creation of the set of 5 different worlds wouldn’t have been possible without the vision of Rajesh, Vidya, and Gaurav and most of all the craft of production designer Sabu Cyril. These are the ones who brought the entire vision alive. When all of this came together, it seamlessly brought out the visual drama packed with oodles of emotion that pay a fitting tribute to our Karigars,” Mahesh Gharat, Chief Creative Officer, Ogilvy India-South, said.

Magical storytelling was needed to link these worlds where the artisans operate. “The Karigar of words,” Gulzar Saab, is the one behind this, describing these worlds with his poem and his voice “in the most Gulzar way.” Hit the “play” button on the video below and explore the beauty of handloom, woodcraft, blue pottery, brass handicraft, and bead jewelry.