Through a catchy, rapid rhythm evoking the hustle and bustle of places around India, a new commercial for a steel company by Early Man Film highlights the endless applications of metal. Founded by Anand Menon and Ayappa KM, the Mumbai-based production studio specializes in advertising and documentary shorts, illuminating a wide breadth of lifestyles, traditions, and subcultures around the region. From ceremonies and personal styles to motorcycle parts and fishing implements, the video celebrates an array of daily routines, industries, and customs.

Find more from Early Man Film on Vimeo and the studio’s website.