Veteran actor Zeenat Aman has partnered with London-based consumer technology brand Nothing for its latest campaign, Start With Nothing. The actor is joined by Bollywood star Siddhant Chaturvedi and hip-hop duo Seedhe Maut which marks a collaboration that brings together three personalities from different creative fields.
The campaign, unveiled on Tuesday, August 4, focuses on the idea of originality and follows Zeenat Aman, Siddhant Chaturvedi and Seedhe Maut. Presented through a retro-futuristic film, the campaign highlights how each of them has carved a unique path in their respective fields. While Zeenat Aman is known for breaking stereotypes in Hindi cinema, Siddhant Chaturvedi and Seedhe Maut have made a name for themselves by taking a different route in Bollywood and independent music.
Campaign Revisits Defining Moments From Their Careers
The campaign film imagines a world where advanced technology attempts to decode what makes the three personalities unique. As it looks back at their journeys, it revisits milestones including Zeenat Aman’s iconic film posters, Siddhant Chaturvedi’s early audition tapes and Seedhe Maut’s formative music videos.
According to the campaign’s concept, technology can study achievements and analyse creative choices, but it cannot recreate instinct, conviction or originality.
The film also features products from Nothing’s ecosystem including the Phone (4a), Phone (4a) Pro, Phone (4b), Ear (Open) and Headphone (1).
Nothing Says Campaign Highlights Its Core Philosophy
Speaking about the campaign, Nothing Co-founder and India President Akis Evangelidis said the idea reflects the company’s approach since its inception.
“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,” he said.
Explaining the choice of collaborators, Evangelidis added, “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.”
Campaign Now Live Across Digital Platforms
Directed by Kshitij Kankaria and produced by Imran Kathri of IKP, Start With Nothing is now streaming across Nothing’s social media and digital platforms.
The company has also announced that the campaign will expand in the coming weeks where personalities like Vishal Jethwa, Trinetra Haldar, Ikisvon Jamang, Santanu Hazarika, Subiksha Shivakumar, BOH!B and Aksomaniac will join the initiative.
