London-based consumer tech brand Nothing has launched its new campaign, “Start with Nothing,” featuring actor Zeenat Aman, actor Siddhant Chaturvedi, and hip-hop duo Seedhe Maut.
The film centres on the three personalities as people who broke from convention and built careers entirely on their own terms. Throughout, Nothing draws a direct line between their journeys and its own approach to product design and technology.
Set against a retro-futuristic backdrop, the campaign follows an advanced system attempting to decode what makes these three people who they are – revisiting career-defining moments in the process. Its conclusion: technology can study achievements and recreate appearances, but it cannot manufacture instinct, conviction, or originality.
The film also showcases products from Nothing’s lineup, including Phone (4a), Phone (4a) Pro, Phone (4b), Ear (Open), and Headphone (1).
Akis Evangelidis, co-founder and India President of Nothing, said “Start with Nothing” reflects the values the company was built on – a belief that technology had grown predictable, leaving room for something more expressive, design-led, and human. He connected that founding instinct to Aman, Chaturvedi, and Seedhe Maut, each of whom entered industries with established rules and still built distinct identities on their own terms. Through the campaign, he said, Nothing is celebrating their journeys alongside its own while encouraging a new generation to embrace individuality over conformity.
The campaign will expand to include more creators – among them Vishal Jethwa, Trinetra Haldar, Ikisvon Jamang, Santanu Hazarika, Subiksha Shivakumar, BOH!B, and Aksomaniac. It was conceptualised and directed by Kshitij Kankaria and produced by Imran Kathri of IKP.
