In an ever-evolving art landscape, Stonex stands at the intersection of tradition and innovation. With its latest documentary series, “Mastery by Stonex,” the brand pays tribute to the timeless craft of natural stone artistry. This series, exclusively available on Disney+ Hotstar, delves into the minds of seven maestros from diverse artistic disciplines. As the documentary gains momentum, we explore the inspiration behind its creation, the unique elements it highlights, and its impact on both the audience and the art community. Through this conversation with the Sushant Pathak, CMO, Stonex Group we uncover the journey, vision, and future aspirations of Stonex, as it carves its place in the world of art-focused content.
HOP: What inspired you to create the documentary series “Mastery by Stonex”?
ANSWER: At Stonex, we appreciate that crafting with natural stone demands unmatched precision and expertise. To sculpt a masterpiece, each cut and every stroke must be flawless. Natural stone, indeed, epitomizes Mastery.
Stonex is established as a purveyor of the finest natural stone, so for us to proudly present “Mastery,” an exclusive series celebrating the brilliance of maestros across 7 disciplines of art, was only natural. With “Mastery,” Stonex pays homage to these virtuosos who have created an imprint on time. We invite everyone to experience the inspiring journeys of these masters, delving into their mindsets and the inspirations that fuel their extraordinary talents.
HOP: Can you discuss the scope of such documentaries on OTT platforms like Disney+ Hotstar? How do you see this medium evolving?
ANSWER: With the rise of OTT platforms in the country, films with small budgets, unique stories, and documentaries are gaining significant attention and viewership. Many award-winning documentaries are frequently featured in the Top 10 lists of these platforms. Disney+ Hotstar, in particular, offers a diverse range of content, including both fiction and non-fiction, feature-length films and series, as well as shorts. Even content from National Geographic is supported by Disney+ Hotstar. It has all the content from the channel on their platform. It is already an evolved platform, and with content like “Mastery,” it is evolving one step more with variety.
HOP: What unique aspects of contemporary art does “Mastery by Stonex” aim to highlight?
ANSWER: We want to highlight various aspects, starting from an artist’s personal viewpoint on the world and what inspired them to take up certain art forms, as personal motives are what inspire an artist to create. We also focus on innovations, experimentations, cultural and societal commentaries, global perspectives, and environmental concerns. Additionally, we emphasize interdisciplinary approaches, which are central to contemporary art. Many artists in music blend history with their own personal approach, and what we are doing with “Mastery” is also an example of that.
HOP: How do you envision the impact of “Mastery by Stonex” on the audience and the art community?
ANSWER: Art has the power to transcend boundaries and connect people on a profound level. With this docu-series, we aim to celebrate the extraordinary talent and passion of artists who are shaping the cultural landscape today. Through this, we demonstrate our respect for all forms of art and artists and convey to the art community that their talent and hard work are valued, standing strong in front of the world to inspire.
HOP: How are you marketing “Mastery by Stonex” to reach a broad and diverse audience?
ANSWER: It will be exclusively available on Disney+ Hotstar for the next 9 months. Concurrently, we are organizing sponsorships and events throughout India and APAC to unite art and related communities in celebration of this launch. In addition to targeted advertisements on select media channels that resonate with our audience for this type of content, we are also conducting organic PR outreach and partnering with platforms focused on the arts.
HOP: What future projects do you have in mind? Are there plans to produce more documentaries or perhaps venture into web series on similar subjects?
ANSWER: Yes, indeed, “Mastery” Season 2 is confirmed for 2026. Since it went live on Disney+ Hotstar, we’ve received numerous inquiries about the show, and the selection process requires careful consideration. Additionally, we are currently reviewing pitches from international artists.
HOP: Do you see “Mastery by Stonex” as a starting point for more art-focused content from Stonex Group?
ANSWER: Absolutely! This marks an evolutionary phase in Stonex’s journey. The Stonex Group is expanding into two new ventures – Stonex Icon and Stonex Couture.
Stonex Icon collaborates with renowned global artists to curate a distinctive collection of stone sculptures, carvings, and other artistic expressions. Our aim is to collaborate closely with artists to manifest their creative visions into reality.
Meanwhile, Stonex Couture is a lifestyle brand focused on crafting innovative and practical products utilizing natural stone. We are partnering with leading product designers to develop exclusive home decor solutions that effortlessly merge aesthetics, design narrative, and functionality.
HOP: How much content do you consume on OTT platforms yourself? Any favorites or inspirations?
ANSWER: These days, I notice a trend where many people, especially Millennials and Gen Z, favor OTT content over traditional television channels. The appeal lies in the diverse array of choices available for binge-watching. Speaking from my own perspective as a Millennial, I lean towards OTT platforms because of the extensive variety they offer. It’s reasonable to infer that most people in my age group who watch television also consume OTT content. However, the reverse isn’t necessarily true; not everyone who watches OTT content also tunes in to traditional TV channels.
HOP: What were some of the major challenges you faced while producing “Mastery by Stonex”?
ANSWER: It may be surprising, but we had the unwavering support and trust of our founders – Gaurav Aggarwal, Saurav Aggarwal, and Vikas Aggarwal. They are the visionary leaders behind this project, and working alongside our international team of consultants to bring our dream project, “Mastery,” to fruition has been as reassuring as a peaceful night’s rest.
HOP: How was your camaraderie with the director, Mriidu Khosla, and the artists featured in the series?
ANSWER: I have a longstanding relationship with Mriidu, having previously collaborated with her sister during my time at DLF. I trust Mriidu’s keen instincts when it comes to artists, and her skill in producing art docu-series is remarkable. I am assured that our artists are well taken care of under her guidance. Our professional bond is comfortable and congenial, both with Mriidu and her sister.
HOP: Can you share any memorable moments or interactions with the artists during the making of the series?
ANSWER: Every artist I’ve encountered shares a common trait – they speak from the heart. This authenticity is what defines “Mastery.” Each moment on the set is memorable; there isn’t a single incident I can pinpoint because the entire experience is filled with beauty and significance.
HOP: Do you have a favorite episode or artist featured in “Mastery by Stonex”?
ANSWER: Each episode stands out uniquely, leaving a lasting impression on the mind. Each one is distinct and holds a special place as my favorite.
HOP: Could you shed some light on the new businesses, Stonex Icon and Stonex Couture?
ANSWER: Stonex Icon is set to collaborate with renowned global artists to curate a distinctive collection of stone sculptures, carvings, and other artistic expressions. Our aim is to collaborate closely with artists to manifest their creative visions into reality.
Meanwhile, Stonex Couture is a lifestyle brand focused on crafting innovative and practical products utilizing natural stone. We are partnering with leading product designers to develop exclusive home decor solutions that effortlessly merge aesthetics, design narrative, and functionality.
HOP: How do you envision the role of Stonex Icon in collaborating with global artists to create unique collections?
ANSWER: We are preparing to launch our Residency program in Kishangarh. Artists will soon arrive to spend time at the Refinery. I see this as a significant step towards not only projecting India onto the global stage but also bringing the global artistic community to India. I am confident that we will successfully navigate this journey.
HOP: How do you mix Indian sensibilities into your designs and promote them globally?
ANSWER: We don’t impose Indian sensibilities on our designs. Who said that? In fact, we celebrate design sensibilities in their purest form, allowing them to stand out uniquely and exotically as they deserve. No work of art or design should be influenced by external factors or third-party sensibilities. It is an expression that only the artist can truly honor, and as an audience, we should appreciate it as such.
HOP: Can you share some examples of collaborations with global artists and how they have influenced Stonex’s design philosophy?
ANSWER: We are unable to disclose the names due to confidentiality reasons. However, as already mentioned, it’s important to note that Stonex does not impose our own sensibilities or ideas on any artist. We provide a blank canvas for them to showcase their talent, acting as facilitators and admirers of their work.
HOP: What message do you hope to convey through “Mastery by Stonex” about the power and significance of art?
ANSWER: The timeless message is clear: Art speaks a universal language.
HOP: What advice would you give to aspiring filmmakers and content creators looking to explore the world of art through documentaries?
ANSWER: If you’ve embarked on the path of filmmaking or content creation, it’s because you’ve answered a calling and trusted your instincts. Give it your best effort, remain open to continual learning and unlearning, for creativity isn’t a formula or mantra to recite—it’s a personal journey of exploration.