With Shefali Vaidya
A creative partnership focused on preserving and promoting Bharatiya cultural identity through campaigns and masterclasses.
A Partnership for Cultural Pride
My collaboration with cultural commentator Shefali Vaidya centers on preserving and promoting Bharatiya cultural identity. Together, we’ve worked on campaigns, masterclasses, and storytelling that celebrate Hindu traditions without compromise.
#NoBindiNoBusiness Campaign
One of our most impactful collaborations was the #NoBindiNoBusiness campaign—a viral video initiative addressing brands that advertise during Hindu festivals while avoiding traditional symbolism like the bindi.
The campaign posed a simple question: “If you’re selling products for Diwali but can’t show a Bindi, what are you even celebrating?”
I created a hard-hitting video featuring Vaidya that resonated widely across social media and prompted brands to reconsider their cultural representation in advertising.
Indie Class: Saree Masterclass
Through Prachyam OTT, we launched a program where Vaidya shares her expertise on Indian saree traditions, regional weaving styles, and textile heritage. This isn’t just about fashion—it’s about understanding our civilization through its textiles.
The masterclass frames traditional attire as a living connection to our ancestors, exploring how each region’s weaving techniques tell stories of local culture, climate, and creativity.