Mumbai based Maya Entertainment Limited (MEL) has recently used its animation prowess to bring to life the music video of “Kevdo – Fragrance of the Sands” from debutante artist Rajnigandha Shekhawat’s album “Soul of the Desert” which released recently on Times Music.
The music video’s just out on TV channels and the album’s hit the stores.
Speaking to AnimationXpress.com, Rajnigandha Shekhawat shared,” My album is called â€?Soul of the Desert”. I have sung seven traditional Rajasthani Royal Folk songs and done contemporary arrangement to cross the language barrier and reach a wider audience. It can be classified as a true blue fusion album that any world music lover will happily pick up”
“Maya Entertainment Limited was my first choice for the animation” shared Rajnigandha who has earlier had a stint at MEL. The place is buzzing with talent and enthusiasm, but most importantly, the atmosphere here is that of wanting to experiment and going that extra mile to create truly different visuals”
“We were very clear that we would not make the typical dunes and desserts that Rajasthan is associated with ” explained Rajnigandha. “Having my firm roots there, I would like to tell you that there is much more to Rajasthan than camels and the Hawa Mahal” she added.
“While initially listening to Rajnigandhaâ€?s song lyrics the idea of a Painting-in-Motion came to me. Once I was sure thatâ€?s what I wanted to do, the rest was easy!” gushed Abhishek De, GM Maya Entertainment Ltd and the director of the video.
The Kevdo video, completely shot on chroma (green screen), brings to life the feel of the picturesque Rajasthan, the charm of the fairy tale world, the enigma of beautifully built forts and palaces and much more through intricate 3-D animation, digital visual effects and Matt paintings. Rajnigandha�s traditional tune, lyrics and rendition in the Royal folk style, are meshed with dream-like imagery, giving a perfect example of amalgamation of the cutting edge technology used to express the traditional and the etheral.
“I personally love beautiful and colourful garden that has been created in the latter part of the song and the best shot is that of the hero and heroine looking down a hill to see a scenic lake and the palace in the middle of the lake” shared Rajnigandha.
Thanks to the buzz created by this video in the industry, Maya Entertainment Ltd has already been offered to make 3 more such videos by different artists. This certainly seems like a move away from scantily clad models and garish sets. Indian music channels should start feeling the winds of change soon, this time coming from a studio in Malad, inspired by the majestic Rajasthan!