Mr. BeatLust wanted to have a very lo-fi look for the music video of Bepanaah.
Set in Kolkata, Bepanaah tells the story of the unsaid distance that forms within a relationship. It is a bilingual song with lyrics written in both Bengali and Hindi. Mr. Beatlust wanted to evoke the romanticism of the days far gone.
Driven by a commitment to remaining current, aligning with contemporary values, and resonating authentically with a dynamic audience, the video and the packaging encompassed a holistic approach — from visual aesthetics and messaging to a profound reimagining of the overall process.
We chose to play off of the dynamic of Mandira and her friend Kunal. The video was shot entirely guerilla style, with an iphone.
After figuring out the narrative, the scene was set. The video was shot a few months before the final song was recorded. We took a lot of footage, and they were edited after the song was recorded. We also kept the lettering very reminiscent of the hand-pulled printing of the past, using rounded serifs. The posters made for the song were made to look like old typographic film posters with manual colour-bleed. We also perused grains, ratios, and halftone textures to solidify the vintage look. All the mock-ups used here are custom made in-house
Bepanaah became a resounding success on both YouTube and Spotify. It was also loved by the critics.
Along with the production and packaging, we also did PR for Mr. BeatLust. Bepanaah got featured by multiple Music Journals, and Mr. BeatLust also got a few synch and performance opportunities. This is a featured song for his upcoming album ‘Planet Punk 2309’ and it lived up to the hype and held it’s place as a single as well. We also got Mr. BeatLust signed to AWAL, or Artists Without a Label.