Overview
To commemorate 3 years of Muji in India, RTP created a warm, minimal and culturally balanced brand film showcasing Muji household products in a quintessential Indian home.
What was the challenge or idea?
The idea was intentionally soft, subtle, and observational:
Show Muji products living effortlessly inside an Indian household.
Challenges included:
Maintaining Muji’s global aesthetic while using a distinctly Indian setting
Balancing Japanese minimalism with India’s layered visual language
Creating a “calming” film that still works as a promotional piece
Keeping the storytelling non-verbal and emotion-first
Ensuring product visibility without feeling like product placement
How did Rotten Tree approach it?
We built the visual language around natural light, soft textures, and slow breathing shots.
The approach was:
Clean, unhurried frames
Warm Indian home interiors styled with Muji products
Close-up product shots that feel like lifestyle, not sales
Calm pacing + gentle transitions
Ambient sound to create a “Muji home atmosphere”
Minimal on-screen text, almost haiku-like in its simplicity
Everything was designed to feel intentional and meditative, reflecting Muji’s core philosophy.
Impact & Usage
The campaign was showcased across:
Muji India official Instagram & Facebook
All Muji retail stores across India
Anniversary week digital branding
Homepage features during the 3-year celebration
It strengthened Muji’s positioning in India as a brand that fits effortlessly into the country’s unique home culture.
This film helped bridge the visual language between two cultures that share values of:
simplicity
natural materials
harmony
thoughtful living
It highlighted how minimalism can feel Indian — warm, grounded, and approachable.
Credits
Client
Muji India
Campaign / Occasion
3 Year Anniversary
Direction
Ajinkya Sharma
Creative Execution
Snehal Pawar
Ajinkya Sharma
Production & Post-Production
Rotten Tree Productions
Cinematography
Ajinkya Sharma
Cast
Snehal Pawar
Trivia
Shot in a real Indian home, not a set
Natural light used for most scenes; no harsh artificial lighting
Store-wide version was exported in ultra-clean color calibration for retail screens
The “Japan in India / India in Japan” positioning came directly from your interpretation of Muji’s philosophy
Muji India • Anniversary Campaign • Minimalist Film • Lifestyle Visuals • Japanese Aesthetic • Indian Home • Retail Branding • In-Store Content
Looking to tell brand stories with calm, intentional design? Let’s create something meaningful together.
More Works
(RTP® — 02)
FAQ
01
What kind of stories do you work on?
02
I don’t have a clear brief, is that a problem?
03
Do you only do big productions?
04
How involved can I be in the process?
05
What if I want something experimental?
06
How do you charge for projects?
07
Do you travel for shoots?
08
Why the name Rotten Tree?
Overview
To commemorate 3 years of Muji in India, RTP created a warm, minimal and culturally balanced brand film showcasing Muji household products in a quintessential Indian home.
What was the challenge or idea?
The idea was intentionally soft, subtle, and observational:
Show Muji products living effortlessly inside an Indian household.
Challenges included:
Maintaining Muji’s global aesthetic while using a distinctly Indian setting
Balancing Japanese minimalism with India’s layered visual language
Creating a “calming” film that still works as a promotional piece
Keeping the storytelling non-verbal and emotion-first
Ensuring product visibility without feeling like product placement
How did Rotten Tree approach it?
We built the visual language around natural light, soft textures, and slow breathing shots.
The approach was:
Clean, unhurried frames
Warm Indian home interiors styled with Muji products
Close-up product shots that feel like lifestyle, not sales
Calm pacing + gentle transitions
Ambient sound to create a “Muji home atmosphere”
Minimal on-screen text, almost haiku-like in its simplicity
Everything was designed to feel intentional and meditative, reflecting Muji’s core philosophy.
Impact & Usage
The campaign was showcased across:
Muji India official Instagram & Facebook
All Muji retail stores across India
Anniversary week digital branding
Homepage features during the 3-year celebration
It strengthened Muji’s positioning in India as a brand that fits effortlessly into the country’s unique home culture.
This film helped bridge the visual language between two cultures that share values of:
simplicity
natural materials
harmony
thoughtful living
It highlighted how minimalism can feel Indian — warm, grounded, and approachable.
Credits
Client
Muji India
Campaign / Occasion
3 Year Anniversary
Direction
Ajinkya Sharma
Creative Execution
Snehal Pawar
Ajinkya Sharma
Production & Post-Production
Rotten Tree Productions
Cinematography
Ajinkya Sharma
Cast
Snehal Pawar
Trivia
Shot in a real Indian home, not a set
Natural light used for most scenes; no harsh artificial lighting
Store-wide version was exported in ultra-clean color calibration for retail screens
The “Japan in India / India in Japan” positioning came directly from your interpretation of Muji’s philosophy
Muji India • Anniversary Campaign • Minimalist Film • Lifestyle Visuals • Japanese Aesthetic • Indian Home • Retail Branding • In-Store Content
Looking to tell brand stories with calm, intentional design? Let’s create something meaningful together.
More Works
(RTP® — 02)
FAQ
01
What kind of stories do you work on?
02
I don’t have a clear brief, is that a problem?
03
Do you only do big productions?
04
How involved can I be in the process?
05
What if I want something experimental?
06
How do you charge for projects?
07
Do you travel for shoots?
08
Why the name Rotten Tree?
Overview
To commemorate 3 years of Muji in India, RTP created a warm, minimal and culturally balanced brand film showcasing Muji household products in a quintessential Indian home.
What was the challenge or idea?
The idea was intentionally soft, subtle, and observational:
Show Muji products living effortlessly inside an Indian household.
Challenges included:
Maintaining Muji’s global aesthetic while using a distinctly Indian setting
Balancing Japanese minimalism with India’s layered visual language
Creating a “calming” film that still works as a promotional piece
Keeping the storytelling non-verbal and emotion-first
Ensuring product visibility without feeling like product placement
How did Rotten Tree approach it?
We built the visual language around natural light, soft textures, and slow breathing shots.
The approach was:
Clean, unhurried frames
Warm Indian home interiors styled with Muji products
Close-up product shots that feel like lifestyle, not sales
Calm pacing + gentle transitions
Ambient sound to create a “Muji home atmosphere”
Minimal on-screen text, almost haiku-like in its simplicity
Everything was designed to feel intentional and meditative, reflecting Muji’s core philosophy.
Impact & Usage
The campaign was showcased across:
Muji India official Instagram & Facebook
All Muji retail stores across India
Anniversary week digital branding
Homepage features during the 3-year celebration
It strengthened Muji’s positioning in India as a brand that fits effortlessly into the country’s unique home culture.
This film helped bridge the visual language between two cultures that share values of:
simplicity
natural materials
harmony
thoughtful living
It highlighted how minimalism can feel Indian — warm, grounded, and approachable.
Credits
Client
Muji India
Campaign / Occasion
3 Year Anniversary
Direction
Ajinkya Sharma
Creative Execution
Snehal Pawar
Ajinkya Sharma
Production & Post-Production
Rotten Tree Productions
Cinematography
Ajinkya Sharma
Cast
Snehal Pawar
Trivia
Shot in a real Indian home, not a set
Natural light used for most scenes; no harsh artificial lighting
Store-wide version was exported in ultra-clean color calibration for retail screens
The “Japan in India / India in Japan” positioning came directly from your interpretation of Muji’s philosophy
Muji India • Anniversary Campaign • Minimalist Film • Lifestyle Visuals • Japanese Aesthetic • Indian Home • Retail Branding • In-Store Content
Looking to tell brand stories with calm, intentional design? Let’s create something meaningful together.
More Works
(RTP® — 02)
FAQ
What kind of stories do you work on?
I don’t have a clear brief, is that a problem?
Do you only do big productions?
How involved can I be in the process?
What if I want something experimental?
How do you charge for projects?
Do you travel for shoots?
Why the name Rotten Tree?