Mani Ratnam's Navarasa brought together nine of Tamil cinema's most celebrated directors, each interpreting one of the nine human emotions through a unique short film. Our campaign extended this idea beyond the screen, turning the launch into a celebration of emotion itself.
The centerpiece was a series of striking black-and-white portraits, capturing each director embodying the very emotion they explored in their film—transforming acclaimed filmmakers into the faces of their own stories.
On Instagram, an interactive AR filter invited audiences to capture all nine emotions in a single personalised Navarasa poster, placing them at the centre of the campaign and letting everyone experience the full spectrum of human emotion.
We took Navarasa to one of the world's most iconic landmarks with a spectacular projection on the Burj Khalifa, transforming the skyscraper into a towering tribute to the nine emotions. The installation amplified the campaign's global scale while celebrating Tamil cinema on an international stage.
To take the celebration into the streets, we collaborated with graffiti artists across Tamil Nadu to create large-scale murals inspired by the nine emotions, making Navarasa a cultural conversation rather than just a streaming release.
Across portraiture, public art and digital interaction, the campaign celebrated the richness of the nine rasas—bringing Navarasa to life long before audiences watched the films.
ABBY One Show Awards 2022
Netflix's Navarasa – Instagram AR Filter
Bronze – Best in Platform Innovation
Merit – Instagram Filter
Design Craft Category
Netflix's Navarasa – Festival of Emotions: Graffiti Art
Bronze – Use of Illustration
Bronze – Use of Mixed Media