With Shefali Vaidya

A Collaboration Rooted in Civilizational Confidence

Working with Shefali Vaidya has been less of a project and more of a shared dharmic journey—an ongoing collaboration shaped by a common commitment to reviving, preserving, and proudly expressing Bharatiya cultural identity.

As one of the most vocal and influential thought leaders in the Indic space, Shefali Vaidya brings unapologetic clarity to conversations around tradition, temples, textiles, and festivals. A frequent presence at national literary festivals and public debates, her work has been instrumental in reclaiming space for civilizational perspectives in the modern media ecosystem.

#NoBindiNoBusiness – A Campaign That Shook a Culture Industry

One of our earliest and most impactful collaborations was around Shefali Vaidya’s powerful campaign—#NoBindiNoBusiness. Sparked by the growing trend of Hindu festivals being whitewashed by brands afraid to showcase traditional symbolism, the campaign asked a basic question: If you're selling products for Diwali but can't show a Bindi, what are you even celebrating?

The message was simple and sharp—if there's no Bindi in your ad, there's no business from us.

I directed and edited a hard-hitting video campaign around this message, featuring Shefali herself, capturing her conviction with cinematic clarity. The video resonated immediately and went viral, galvanizing a movement that forced brands to rethink how they represent Hindu culture in mainstream media.

Indie Class: The Saree as Civilizational Fabric

Our collaboration continued into the launch of Prachyam OTT, where Shefali led an Indie Class—a masterclass on India’s saree traditions. A passionate saree connoisseur and collector, Shefali has travelled across Bharat documenting weaving clusters, forgotten styles, and regional artistry.

The masterclass captures her encyclopedic knowledge of textiles, but also the emotion and pride woven into every thread. It’s not just a class—it’s an invitation to see the saree as a civilizational fabric, not just a fashion statement.

An Alliance in Motion

While these are some of the more visible collaborations, our creative and intellectual partnership continues behind the scenes—shaped by shared values and the desire to present Bharatiya stories without dilution. Shefali’s fire and fearlessness make her a natural voice for campaigns that require both cultural insight and narrative impact.

This collaboration remains open-ended and ever-evolving, as we continue to tell stories that stand their ground in an increasingly slippery cultural landscape.

Other Collabs