Slide Panjva Takht Logo READ THE STORY

RECOGNISE YOUR ORIGIN

WHAT ARE WE FIGHTING FOR?
The Background

Recognise your origin

Panjva Takht are a Sikh-based organisation with strong values of tradition and spirituality. Their operation is digitally focused, comprised of a blogging platform and an online non-profit store. Their blogging platform is a hub to share faith-oriented, thought-provoking writings and insight; their non-profit store provides an opportunity to adopt the Khalsa lifestyle, with affordability and access-for-all at the heart of their agenda.

Panjva Takht came to VeenPool for a video.

Nihang Singh Tying Turban

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DATE:                     March 23, 2021



WRITERS:                Damanpreet Singh Bali, Ades Singh

DIRECTOR:
             Damanpreet Singh Bali

PRODUCER:
            Jaskaran Singh Kohli

The Question

“What does is mean
to be a nihang singh”

This question was the ethos of what Panjva Takht wanted to showcase to users of their platform. They wanted the video to get inside the mind of a young Sikh following the Khalsa lifestyle, giving honest, empathy-led insight, to inspire a new generation towards a spiritually enlightened way of life.

Young Sikh man looking into camera
The Answer

“The Mind and the Heart”

Getting Started

We began with an ideas workshop with the client, lead producer and creative director. By promoting open discussion and blue skies thinking, ideas were thrown in thick and fast with the goal of marrying the goals of the production with a compelling narrative.

The workshop helped us understand the mindset of our audience, including their battles with the temptations of modern life and their desires for something greater.

THE FIGHT AGAINST THE MIND

The campaign delved deeply into the theme of the internal struggle between short-term pleasures or a higher purpose; between isolated self-servience and living for the greater-good.

The campaign sought to re-establish the majesty and Royal Courage that exemplifies the rich military history of the Sikh people.

Sikh playing Tabla
Nihang Singh sitting atop a mountain playing a string instrument

Getting it Shot

Pre-production maintained the fundamental ethos of the creative workshop throughout. Scripting was layered with direct, introspective questions, spiritual devotion and humble respect for Sikh history and tradition. Shot lists and location planning prioritised beautiful, expansive scenes on the peaks of the Lake District at dawn and dusk.

Casting was central, bringing representation in both the Nihang Dress and faith-enlightened perspective. The Nihang Singh is a collective, and the video needed to show it.

The production was aimed at producing impactful imagery through photo, video and sound that captures attention and stays in the forefront of the audience’s mind.

The Solution

“The Mind
and the Heart”

Getting Started

We began with an ideas workshop with the client, lead producer and creative director. By promoting open discussion and blue skies thinking, ideas were thrown in thick and fast with the goal of marrying the goals of the production with a compelling narrative.

The workshop helped us understand the mindset of our audience, including their battles with the temptations of modern life and their desires for something greater.

THE FIGHT AGAINST THE MIND

The campaign delved deeply into the theme of the internal struggle between short-term pleasures or a higher purpose; between isolated self-servience and living for the greater-good.

The campaign sought to re-establish the majesty and Royal Courage that exemplifies the rich military history of the Sikh people.

Sikh playing Tabla
Nihang Singh sitting atop a mountain playing a string instrument

Getting it Shot

Pre-production maintained the fundamental ethos of the creative workshop throughout. Scripting was layered with direct, introspective questions, spiritual devotion and humble respect for Sikh history and tradition. Shot lists and location planning prioritised beautiful, expansive scenes on the peaks of the Lake District at dawn and dusk.

Casting was central, bringing representation in both the Nihang Dress and faith-enlightened perspective. The Nihang Singh is a collective, and the video needed to show it.

The production was aimed at producing impactful imagery through photo, video and sound that captures attention and stays in the forefront of the audience’s mind.

In Summary

Careful planning, an adaptive, dedicated shoot day for all involved, and meticulous post-production were the foundations of this video release.