Nothing India has rolled out a campaign, 'Start with Nothing', featuring actors Zeenat Aman, Siddhant Chaturvedi, and hip-hop duo Seedhe Maut.

The campaign is conceptualised and directed by Kshitij Kankaria, and produced by Imran Kathri of IKP. It comprises of four films, with each film highlighting  how these individuals have redefined the rules of their craft while remaining unapologetically themselves.

Brought to life through a striking retro futurist aesthetic, the campaign imagines a world where advanced technology attempts to decode what makes these three icons extraordinary. As it scans through fragments of their past, from Aman's vintage film posters, and Chaturvedi's early audition tapes to Seedhe Maut's formative music videos, it pieces together every visible milestone in their journeys. It shows how each of them carved their own path and challenged convention. It celebrates the idea that everyone starts somewhere and the ones who change everything start with nothing.

Throughout the film, the creators are seen with products from Nothing's ecosystem, including Phone (4a), Phone (4a) Pro, Phone (4b), Ear (Open) and Headphone (1).

What we think about it: The film has a strong premise and brings together three culturally distinctive personalities, and the storytelling feels authentic. The retro-futuristic treatment adds visual intrigue, but at times it feels like the style takes precedence over the narrative.

Akis Evangelidis, co-founder and India president, Nothing, said, “Start with Nothing is more than the title of this campaign. It's a reflection of how we built this company and the values we've believed in since day one. We started with a simple belief that technology had become predictable, and that there was room for something more expressive, more design-led and more human. The same courage to challenge convention, starting from a blank canvas, is what we see in Zeenat Aman, Siddhant Chaturvedi and Seedhe Maut. They each entered industries where there were established rules, yet built their own identities without compromising who they were. Through Start with Nothing, we're celebrating their journeys alongside our own, while inspiring a new generation to embrace individuality, question convention and have the confidence to stand apart rather than fit in."