Description
In the depths of the earth lies the origin of all strength - the ore. From that same elemental cradle, Alex Panels draws its essence, forging brilliance from the heart of metal.
In “Born of the Ore”, Myndroot crafts a visual narrative that unites the spiritual and the elemental. Every creation of Alex begins in the ore, the raw, untamed heart of the earth. And in that essence lies a striking parallel to the birth of the Goddess. From Shailaputri to Siddhidatri, the campaign’s nine visuals depict each form of Durga emerging from ore - powerful, pure, and eternal.
The visual language draws from the metallic textures and tonal depth of aluminium, transforming an industrial material into a metaphor of creation. Each deity appears not merely sculpted but forged, a reflection of how both metal and divinity embody resilience and transformation. The campaign stands as a poetic intersection of mythology and metallurgy, craftsmanship and creation.
Through “Born of the Ore”, Myndroot celebrates not only the spirit of Durga Puja but also the essence of Alex, a brand that doesn’t just build surfaces, but shapes symbols of strength.
This professional campaign titled 'Born of the Ore' was published in India in October, 2025. It was created for the brand: Alex Panels, by ad agency: Myndroot. This Digital medium campaign is related to the Professional Services industry and contains 10 media assets. It was submitted about 2 months ago by Director: Subhajit Ghosh of Myndroot.
Credits
Agency - MYNDROOT
Chief Creative Officer - Ankit Bhattacharyya
Art Director - Ankit Bhattacharyya
Art Design - Ranojoy Chatterjee
Copywriter - Partha Sarathi Chattopadhyay
Digital Media Manager - Ruchika Agarwal
Client Service - Indira Mukherjee Bhattacharyya
