Akathya

“The Akathya campaign idea came through my mother in law who works very closely for the empowerment of the transgender community. It was her thought to uplift them and our motto of ‘Shanti for Everyone’ that brought forward this campaign.

Our idea is to bring forward a sense of confidence in oneself and be proud for what we are. It’s to bring transparency in society where we are not judged by our birth or status or colour but for the innate talent we possess. It is a call for participation campaign, an opportunity for both us and the transgender community to jointly work on this endeavour for a fresh look.

The sarees that we selected for this campaign are a projection of boldness and strength. They are very strong vertical lines which portray a sense of being present and cannot be missed by the world. It is an antonym to subtlety and being hidden under the shadow of any design. The colours support our intent in being loud and clear. We also tried to level our colours very near to the multi colour flag of the LGBT community. For this part of the campaign we have only used silk fabrics to give it the glaze and shimmer which the thought requires.”, says Amrit Shah, CEO Shanti Banaras.