• ccr •

Creative Critical Reflection

1. How does your product represent social groups or issues?

1. Overview of the Music Video

Our music video is a heartfelt tribute to Punjabi and Desi culture. It captures the rhythm of everyday life—whether in the quiet charm of rural villages or the buzz of urban streets. At its core, it celebrates the richness of our traditions—through clothing, customs, and storytelling—while also gently exploring the push-and-pull between honouring heritage and embracing modernity.

One of the biggest themes we explore is the generational conflict that many young Desis face. There’s this constant balancing act: trying to meet family expectations while still wanting to follow your own dreams. It’s a deeply personal experience for many, and we wanted to portray that inner tension with honesty.

We’ve also made a conscious effort to shift the narrative around gender roles. Our female characters aren’t just there to support others—they’re shown making their own decisions, taking charge of their lives in love, career, and personal growth. It’s a quiet but powerful statement about empowerment and agency.

Mental health is another topic we touch on. In many South Asian households, it’s something people don’t openly talk about, but it’s always there—beneath the surface. Whether it’s the pressure to uphold family honor or the weight of unspoken expectations, we wanted to show that emotional struggle in a way that feels real and relatable.

At the end of the day, this video isn’t just about aesthetics or nostalgia—it’s about sparking conversations and holding a mirror to the lived realities of Desi life.

2. How do the elements of your production work together to create a sense of ‘branding’?

Everything in the video was chosen with intention—to create a consistent, meaningful identity that feels recognisable but also emotionally rich.

• Visual Aesthetics: We leaned into bold colors, intricate patterns, and rich textures to reflect the soul of Punjabi culture. You’ll notice small details—flowers, spices, traditional embroidery—that ground the visuals in authenticity.
• Music & Sound: The soundtrack blends traditional Punjabi folk melodies with modern rhythms. That fusion mirrors the cultural duality many of us live every day—between what we grew up with and what we’re growing into.
• Fashion & Styling: Our cast wears a mix of timeless Desi clothing—sarees, kurta-pajamas—styled with contemporary touches. It’s a symbolic merging of generations, of past and present.
• Themes & Storytelling: Family, community, identity—these are themes that anchor the narrative. They go beyond visuals to create an emotional resonance, reminding the audience of their own experiences.
• Cinematic Techniques: We kept things warm and intimate. Think soft lighting, close-up shots, and slower pacing—so the video feels more like a memory than just a music video. It stands apart from the usual high-energy visuals and allows the emotion to breathe.

All of these choices work together to build a strong, layered brand—one that honors culture but still speaks to the now.

3. How does your product engage with the audience?

We wanted this video to feel like a conversation—something that speaks directly to people, especially those from the Punjabi and broader Desi communities.

• Cultural Representation: By staying true to real traditions—be it music, dress, or rituals—we’re offering something that feels familiar, almost like home. That authenticity fosters pride and belonging.
• Emotional Connection: The themes we explore—family dynamics, self-discovery, mental health—are universal, but they hit differently when filtered through a Desi lens. For many, it’s a reflection of their own silent battles.
• Social Conversations: By highlighting topics like gender roles, generational expectations, and emotional well-being, we hope to open up space for dialogue. These are conversations that need to happen, and art can often say what words can’t.
• Digital Engagement: We’ve built the video in a way that encourages interaction—whether it’s sharing stories, making reels, or recreating scenes. It becomes more than just something you watch—it’s something you participate in.

This blend of personal connection and cultural relevance helps create a lasting impact, well beyond the screen.

4. How did your research inform your product and the way it uses or challenges conventions?

Research was the backbone of this project. We didn’t want to just represent Desi culture—we wanted to understand it, question it, and grow from it.

• Respecting Tradition: We stayed grounded in authentic visuals and sounds—from the folk instruments to the fabrics and rituals—so nothing felt performative or out of place.
• Challenging Stereotypes: Many Punjabi music videos focus on surface-level glamour or love stories. We wanted to dig deeper—to talk about identity, expectations, and internal struggles in a way that feels layered and thoughtful.
• Rewriting Gender Norms: Instead of sidelining women, we placed them at the heart of the story. They aren’t defined by relationships—they define themselves. That quiet rebellion felt important.
• Blending Rural & Urban Worlds: We didn’t want to romanticize one over the other. Both settings have stories to tell, and showing that contrast helped reflect the spectrum of Desi experiences today.
• A Different Lens: Visually, we stepped away from fast cuts and glossy frames. We chose warmth, intimacy, and softness—to make space for emotion and vulnerability.
• Musical Fusion: By mixing folk and contemporary beats, we created something that could connect generations—making the music familiar to some, and fresh to others.

This thoughtful balance of tradition and innovation allowed us to tell a story that feels honest, relevant, and most importantly, human.