CHENNAI: You’re an original and that’s perfect’ says a voice-over as Mahalakshmi, a wheelchair model effortlessly poses and smiles in a video. She is wearing Shalini Visakan’s adaptive clothing brand — Suvastra design’s ensemble. The 44-second video was released recently and is ‘special’ for a reason. It’s the first Indian ad shoot to feature a disabled model! “After we did the Trio’s show in the city featuring wheelchair models in adaptive clothing, Shalin and I received requests from people around the country about mainstream modelling opportunities available for the disabled,” shares Visakan Rajendiran, an entrepreneur-cumwheelchair model.
He then decided to approach cinematographers and showrooms. “People I approached said that it was an interesting idea but none came forward to shoot it. Though no one refused directly, there was a hesitation, which wouldn’t have been the case if it had been an abled model,” he shares. While contemplating different avenues to get the shoot done, Visakan shared the concept with his friend Jerald Dinesh, a popular city-based photographer-cumcinematographer. “He agreed and we decided to shoot for Shalini’s own brand Suvastra,” he shares. Jerald, who is ecstatic about the response that the video has been receiving, says that doing the shoot was one of the best decisions he had made. “When Visakan shared the idea of shooting a commercial with a disabled person, I immediately agreed and began writing a script for it. I loved the enthusiasm that everyone showed,” he shares. The shoot took place in a day in Visakan’s room and all it needed was a few artistic changes.
“We wanted it to be cost efficient and made a few changes in the room. Jerald helped us with music through his contacts and this is the kind of help we needed. Even make up artist Suresh Menon and hairstylist Elangeshwari worked for free,” he shares. The star of the video, Mahalakshmi, a Bengaluru-based wheelchair model is all praise for her team. “When Visakan and Shalini told me about this, I immediately agreed. I travelled alone and was so happy to do the shoot. The message that disabled people can do anything is conveyed through the ad and I am glad to be a part of it,” says Mahalakshmi who was struck with infantile paralysis at a very young age.
Shalini styled and designed the clothes and she gushes about the model’s innate talent. “This was her first ad shoot and she was so professional. What people need to understand is that disabled people don’t need your pity, they need support and encouragement. Why are all commercials so hesitant to give them a chance?” she states. While this is the first step in making the commercial ad world an inclusive space, Jerald adds that the group will also be doing more such commercials for jewellery and clothing lines in the city. “This could change the face of ads and we are excited about it,” he adds.