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News |  19 Feb 2016 18:08 |  By RnMTeam

Thaikkudam Bridge's 'Aarachar' raises the bar for music videos

MUMBAI: How often do 'independent' bands in India appear in music videos with elaborate sets, a helicam drone, and an established mainstream Hindi film actor, shot by one of the country's most promising directors? Not very. But trust Thaikkudam Bridge to turn the tradition of video productions for music on its head.



Bejoy Nambiar, the director of 'Shaitan', ensured no stones were left unturned for Thaikkudam Bridge's composition titled 'Aarachar'- from the band's latest album 'Navarasam'. Top-notch editing (Priyank Kumar), emphasis on SFX (Manish Tyagi) and the 'larger-than-life' depiction of what the song stands for, puts Nambiar's latest art among the bests the alternative music scene has witnessed since the trend began. What adds to the beauty of the music video goes as another credit to Nambiar, as the 36-year-old teams up with Aditi Rao Hydari again. The actor appears throughout the video inside 'a fort' in an enigmatic avatar- sort of a princess- chased and hunted by a hangman ('Aarachar' in Malayalam). 



Slow-mo cameras, intense performances, and the 'black-and-white' format provides a dark vibe to the video that justifies the essence of the lyrics penned by Dhanya Suresh. Thaikkudam Bridge's Govind Menon ends the track with the nation's pledge, although, Nambiar's contribution adds up to the ideal conclusion to the journey of 'Aarachar' and the album. 



Shot in one day, the video stands as an example of Nambiar's potential and expertise and the director's intention to "make the video as classy as possible" does fulfill the expectations. Nambiar has earlier used the compositions of bands (Bhayanak Maut, Advaita, Lightyears Explode), relatively unknown to the mainstream audience, for his movies. But, 'Aarachar' becomes Nambiar's second music video and adds another artistic feather to his exclusive cap. 



To say, music videos of similar magnitude have not been executed before would be inaccurate, but Nambiar has not only raised the bar for other directors to follow suit, his successful attempt to marry 'mainstream' with 'alternative' scene has gained another boost with the latest project.

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