Dravidar Kazhagam Breaks New Ground with 3D Video Honoring Periyar

 Dravidar Kazhagam, the social and political movement founded by EV  Ramasamy fondly called as ‘Thanthai’ Periyar, has created a 3D video to celebrate the reformer’s  ideology and role in ringing in social change. 

The creative agency behind the campaign was Point S, while R-Art Works Visual Studio handled the  VFX and editing. 

The animated film visualises erstwhile social reality of discrimination against women and social  oppression born of the caste system. A 3D version of the rationalist leader Periyar rises to shatter  the ‘chains’ of such injustice with his trademark walking stick. Figuratively carrying over the  ideologies, the video projects women emancipation by breaking the chains of stigma attached, social  justice by show casing the breaking of a board with texts that denied entry to the so called “lower  castes” from entering (a real case scenario during those days) and self-respect by straightening a  human visual in pottery (as was the case where the so-called lower castes were compared to clay,  colloquially referred as “mannaangkatti”). 

Set to a pulsating soundtrack that uses just six words - Thagarthidu, Vendridu (Break Free to Win);  Purinthidu, Kalainthidu (Realise and Refuse); Thelinthidu, Nimirnthidu (Seek Clarity and Rise) the film  ends by saluting the leader’s core ideology of self-respect, rationalism and humanism. In the last  frame, Periyar is poised on a mountain of books, underlining his emphasis on education as the tool  for upliftment.  

The video was premiered on December 24, 2024, marking the 51st Remembrance Day of Thanthai  Periyar in the presence of the TN Chief Minister MK Stalin and Dr. K Veeramani, President of  Dravidar Kazhagam. 

Receiving a replica of the walking stick that symbolised Periyar at the event, CM Stalin noted that for  those questioning the ‘Dravidian Model’, the walking stick was the answer. 

Sujith G, Founder, Point S, said, “The broad vision was to ‘Globalise Periyar and Periyar-ise the  Globe’. Once the idea sparked, ‘how’ was the question. We could've done it in any format (video  song / 2D animation / photo slogans etc.) but we settled down to 3D that we believe is universally  more captivating. It took a whole month for our VFX team to convincingly create the texture, shape  and appearance of the global personality.”  

“We used his walking-stick as a mascot to showcase his battle against all sorts of social  discrimination and oppression. To transfer the core philosophy of Thanthai Periyar in stunning  visuals targeted to be embraced by the younger generations,” he added.  

“We browsed across various platforms but didn’t find a 3D animation movie across the globe  dedicated to a leader. There are so many 3D videos, but which are purely for entertainment and  commercial (movies, ads etc.). So maybe we're the first in the world in creating a 3D animation of a  leader in a social segment,” noted Nishith G, Co-founder, Point S.  

He added, “The making of this video entrusted to us by the Dravidar Kazhagam, is not just a tribute  to Thanthai Periyar (no commercial strings attached) but our way of thanking this beacon of Self Respect whose ideologies have carved better individuals creating better tomorrows free of  discrimination.” 

R-Art Works Visual Studio has worked on motion posters of megahits like RRR, Rajinikanth-starrer  Petta and Ajith-starrer Viswasam. 

Credits 

Creative Agency: Point S (https://point-s.in/) 

Concept & Ideation: Sujith G & Nishith G 

Lyrics: Nishith G 

VFX Director: Ramesh Acharya S 

VFX & Edit: R-Art Works Visual Studio 

Music: Mikkin Arul Dev