When we got the brief to work on a project for cello we immediately thought of cello pens a product that most of us grew up with. Once we started understanding the brand we discovered they are into several product categories and one of our colleagues revealed that he has got 16 cello products at home but never realised it. Our film Rishta Zindagi Bhar Ka is about capturing the various products that cello makes and the scale at which they operate. We captured the emotions of the people, everyday life and the Rishta they have with Cello.