CULTURE IN MOTION
Our film follows Tara Raani, the Rahasya woman, through a day in New York City. She is contradiction and harmony at once: soft yet bold, familiar yet enigmatic.
Every scene is a vignette — a glimpse into her world. Her “secret” is Rahasya, passed in knowing gestures, and fragments of intimacy. We never explain it outright. The mystery is the point. New York is the perfect backdrop: chaotic, layered, a cultural crossroads. But she doesn’t blend into it — she redefines it.
Too often, Indian identity is boxed into something fixed, familiar, and easily recognisable - as if culture were a single image rather than something lived, messy, and constantly evolving. For many in the South Asian diaspora, identity doesn’t sit neatly in one bucket; it stretches across cities, identities, and stories.
This collaboration with ROOTED is our way of honoring the in-between: the contradictions, the nuance, the quiet pride of a culture that refuses to stand still. Identity evolves, adapts, and travels with us. And scent becomes a small but powerful part of that journey, to move the conversation forward.
CAMPAIGN CREDITS
Client: Rahasya
@rahasyafragrances
Agency: ROOTED
@rootedcreative
Director: Mahaneela
@mahaneela.jpg
Creative Director, Stylist & EP: RÄ“va Bhatt
@hybridhues
DOP: Domo Jones
@buddy_isreal
Producer: Sarah Maria
@sarahbi247
Photographer: Breyona Holt
@exquisite_eye
Model: Tara
@tara.raani
Edit + Color: Wayn Harris
Sound Engineer: Louis Di Fusco
Makeup: Amrita Mehta
@makeupbyamrita
1st AC: Amir Rose-Aminifu
@pquipz
@kodak_shootfilm
#16mm
#kodak250d
