During the Deepavali season, we’ve been inundated with a multitude of heartfelt wishes and advertisements tailored for this auspicious festival. Each message and advertisement holds profound significance for the Indian community, weaving together themes that resonate deeply with the spirit of Deepavali.
Advertisements often emphasize the core themes of the festival. Light is a central symbol, representing the triumph of positivity and the dispelling of negativity. The act of lighting lamps signifies the illumination of the inner self, the awakening of consciousness, and the welcoming of prosperity and abundance.
K-Town Clan together with Your.maker and Bold Media has come up with an unique concept in conjunction with this year’s Deepavali occasion. The script was written by Your.maker, voice over was done by K-Town Clan and the project was animated by Bold Media.
This video portrays a conversation between crabs in a restaurant. The “crab mentality” is a metaphor often used in the Indian culture to depict a behavior where individuals, particularly within a community, tend to undermine or impede the progress of those around them. The analogy draws from the behavior of crabs in a bucket—when one crab tries to climb out, the others pull it down, preventing its escape.
Similarly, within certain social or professional circles, there might be a tendency for some individuals to discourage or thwart the success of others, consciously or subconsciously. K-Town Clan, Bold Media and Your.Maker took this opportunity to bring this concept to the forefront. The conversation of the crabs was the main highlight in the video.
There are two crabs in the restaurant and each other was discussing about how to escape from the tub were they were placed in the restaurant. After they helped each other to untie themselves, they bump into a bigger crab and realises that it is “Ketam Bunga” which they assume as it is more prestigious and better than them.
The concept of “ketam bunga” conveys that despite the disparities between two types of crabs, they should unite, assist one another, and be supportive to enhance their collective well-being and achieve success in life. The analogy symbolizes the idea that even though individuals may have differences or belong to diverse backgrounds, working together and showing solidarity can lead to a better life for all. If not, we will be screwed up. It says without this solidarity, we face the risk of encountering significant challenges.
Upon hearing these words, the other two crabs were profoundly impacted, recognizing the strength in the message. They collectively agreed with its sentiment, intending to shatter the stigma associated with the “nandu kathe.” Together, they actively supported one another, ultimately breaking free from the bucket’s confines.
Witnessing this mindset transformation, the restaurant worker was astounded. The unity displayed by the crabs in defying stereotypes triggered a realization within the worker. He pondered why the diverse Indian community couldn’t exhibit similar unity for success. Consequently, the worker released the crabs without hesitation.