More than 30 artists. One shared belief: art lives through its artists.
We applaud a performance. We savour a meal. We remember a film. Behind each experience are people whose craft deserves to be remembered too.
That belief is at the heart of Junior Kuppanna’s GOATED ROOTED – and it belongs just as much to the making of this campaign as to its message.
We brought Kattai Kuthu and cooking together to reveal a connection: the discipline, instinct and years of practice that turn a familiar act into an art. The stage and the kitchen may look different, but both come alive through the people who give themselves to their craft.
To tell that story, more than 30 artists brought their own craft to ours.
From conceptualisation and illustration to design, music, lyrics, performance, cinematography and editing, every contribution helped give the campaign its character. What reaches the audience as one film carries the imagination and effort of many individuals.
Shot in a studio and brought together through motion graphics and AI-assisted work, GOATED ROOTED also explores how heritage can find fresh expression. Traditional performance meets contemporary creative tools, opening another way for audiences to encounter and connect with the art.
The technology expands the possibilities. The artists give the work its meaning.
For me, this is what taking a legacy forward requires: understanding its roots, respecting its practitioners and creating opportunities for it to reach new people.
And that respect begins with recognition.
When a campaign carries a brand’s name, the people behind it can become invisible. A campaign that celebrates artists has a responsibility to bring those names forward.
This behind-the-scenes film is our small tribute to everyone who helped turn a belief into something we could see, hear and feel.
To every artist who made GOATED ROOTED possible: thank you for bringing your art to our story. Your names belong alongside it.
The Artists Behind the Campaign –
Creative Agency
Kirukal
Team Kirukal
Surendar · Bhuvan · Madhana Gopal · Anand Jeeva · Nibanya
Direction
