There’s an old saying you might have seen floating around the internet that states, “Those who tell the stories rule the world”.
Don’t get us wrong. We may not aspire for world domination, but we are thinking more of a…legacy.
Lights, Camera, TSBI!
Client : Ashok Leyland
Category : Commercial Vehicles / Logistics
Festive advertising during Diwali is largely dominated by consumer brands focusing on emotion, family, and celebration, while B2B brands often remain in the background. With #KhushiyonKiSteering, we set out to change that narrative by positioning Ashok Leyland as the unseen force that powers India’s festive joy.
The campaign highlighted how Diwali celebrations across the country are made possible by countless journeys sweets, diyas, fabrics, and essentials travelling from different regions to one home. Instead of overt product messaging, Ashok Leyland’s presence was subtly woven into the story through creative transitions using truck elements like steering wheels and tyres.
By emotionally anchoring the brand to Diwali and showcasing its role as an enabler of togetherness, the campaign made a traditionally B2B brand culturally relevant, emotionally resonant, and central to India’s festive supply chain reinforcing Ashok Leyland as the brand that keeps the nation moving, especially when it matters most.
Client : Sunny Sanskari Ki Tulsi Kumari | Dharma Productions
Category : Film Marketing / Entertainment (Romantic Comedy)
Rom-coms don’t thrive on subtlety they thrive on chaos, chemistry, and cultural noise. For Sunny Sanskari Ki Tulsi Kumari, we leaned fully into that truth, turning cast energy, heartbreak, and music trends into a high-voltage social ecosystem where chaos sold romance.
The campaign was built around the infectious chemistry of Varun Dhawan and Janhvi Kapoor, amplified through songs, reels, memes, and unfiltered shoot content. Rohit and Sanya’s love for dance became a cultural trigger, pushing audiences to create millions of reels using the film’s tracks especially Bijuria and Panwadi, whose hook steps quickly took over Instagram feeds.
Instead of polished promotions, the team embraced messiness: fun, chaotic cast videos where heartbreak and entertainment co-existed as the central narrative. AI-led creative units were introduced to break the cookie-cutter rom-com feed, giving Dharma’s social presence a fresh, disruptive edge. Offline, screenings transformed into mini fan-festivals—where fans didn’t just watch the film, but danced, interacted, and became part of its energy.
By making chaos and entertainment the heroes, the campaign fueled speculation, fandom debates, and repeat engagement turning who ends up with whom into a shared cultural question. The result was sustained buzz, massive music-led virality, and a strong emotional connect that positioned Sunny Sanskari Ki Tulsi Kumari as a celebration of modern love, confusion, and second chances—long before audiences stepped into theatres.
Client : Kesari Chapter 2 | Dharma Productions
Category : Film Marketing / Entertainment
In an entertainment-heavy landscape where film promotions often rely on spectacle, song launches, and predictable hype, marketing a century-old courtroom trial for Gen Z needed a radical shift. With Kesari Chapter 2, we chose to break convention by turning audiences from passive spectators into active witnesses through the campaign ‘Witness the History.’
The campaign began with a disruptive, all-platform blank-screen teaser that hijacked feeds and sparked nationwide curiosity. This bold silence set the tone for a story that history had forgotten but needed to be heard. Progressive reveals of Akshay Kumar, R Madhavan, and Ananya Panday followed, carefully balancing mass appeal with cultural relevance.
We amplified the first-ever Akshay vs Maddy courtroom face-off as pop-culture fuel, igniting organic fandom conversations and dialogue-led storytelling. By rooting the narrative in emotion, confrontation, and truth, the campaign summoned a new generation to witness C. Sankaran Nair’s forgotten legal battle against the British Empire.
Through social-first disruption and culturally resonant storytelling, Kesari Chapter 2 was positioned not just as a film, but as a national moment one that revived history, rebuilt star power, and made the past feel urgent, visceral, and unmissable today.
Client : MAA | Devgn Films
Category : Film Marketing / Entertainment (Horror)
In a market where horror-comedy dominates box office success, launching a pure horror film demanded a strategic expansion of both audience and universe. With MAA, we set out to grow the horror fanbase by blending supernatural fear with the emotional force of maternal strength anchored in the idea “End credit goes to MAA.”
The campaign strategically inducted MAA into a larger supernatural arc by leveraging the Shaitaan universe, introducing R Madhavan at the trailer launch to instantly deepen credibility and intrigue among horror loyalists. To broaden appeal beyond core horror audiences, we reframed the narrative around faith, belief, and motherhood—most powerfully by replacing surnames with mothers’ names in the film credits, a first in Indian cinema.
To amplify emotional resonance, icons like Kajol and Usha Uthup came together during the song launch to celebrate maternal strength. For hardcore horror fans, immersive fear-first experiences were rolled out through paranormal-themed podcasts, terror train takeovers, and atmospheric digital storytelling that visualised a formless evil using AI-led narratives.
By oscillating between fear and faith, the campaign positioned MAA as more than just a horror release it became an emotionally charged universe where belief stands as the ultimate weapon against evil, expanding the genre’s appeal and bringing pure horror back into mainstream cultural conversation.
Client : Sitaare Zameen Par | Aamir Khan Productions
Category : Film Marketing / Entertainment
In a social feed dominated by algorithmically perfect visuals and polished teaser drops, standing out meant doing the opposite. For Sitaare Zameen Par, we chose to disrupt the scroll by embracing imperfection with ‘Imperfectly Perfect Teaser’a handcrafted, tactile announcement unit designed to spark curiosity ahead of the trailer launch.
Instead of sleek motion graphics, the campaign leaned into a pop-up cutout aesthetic. Printed images of the film’s 10 Sitaare were revealed one by one, culminating in the reveal of Aamir Khan and the announcement that the trailer would drop the very next day. The deliberate roughness and handmade feel broke visual monotony and instantly caught attention.
Rolled out across social platforms, the imperfect design became its biggest strength inviting intrigue, conversation, and organic pickup by fan and media pages. By rejecting visual perfection and leaning into playful honesty, Sitaare Zameen Par set the tone for what was to come: a film that’s raw, emotional, and refreshingly human long before audiences hit play on the trailer.
Client : Son Of Sardaar 2 | Devgn Films
Category : Film Marketing / Entertainment (Comedy)
In a crowded comedy landscape where humour often blends into sameness, standing out meant shifting focus from promotion to pure vibe. For Son Of Sardaar 2, we made fun itself the strategy with the campaign ‘Jahan Son Hai, Wahan Fun Hai’ selling the energy of the film, not just the film.
The campaign leaned heavily into the cast’s natural chemistry, converting behind-the-scenes humour into pop-culture momentum. What began as a simple step evolved into the viral trend #PehlaTuDujaTu, turning even trolls into participants. Quick, exclusive social assets featuring the ensemble were created at speed, capturing spontaneous moments that felt authentic and infectious.
To deepen engagement, casual round-table interactions showcased the cast’s camaraderie, while long-form content like a cast podcast extended the fun beyond short clips. Audience nostalgia for the original film was tapped into with the release of the PO PO song, reinforcing familiarity while reigniting excitement.
Amplified by third-party pages and fan communities, the campaign firmly established one idea across platforms: Fun = Son Of Sardaar 2. By letting audiences witness the cast enjoying themselves, the campaign rebuilt buzz, reignited conversation, and made people want to join the fun long before release.
Client : Zydus Lifesciences
Category : Healthcare / Public Health Awareness
Campaign: Liver Ki Suno
Health awareness campaigns often rely on fear, statistics, or medical jargon especially when the condition is serious. With #LiverKiSuno, we chose to flip that approach by using humour as the strategy, turning apathy around fatty liver disease into attention, conversation, and action.
Fatty liver affects nearly 40% of Indians, yet remains ignored because it shows no early symptoms and doesn’t feel urgent. The key barrier wasn’t lack of care it was lack of relatability. So we gave the liver a voice. Through everyday humour, familiar situations, and culturally rooted comedy, the campaign made the liver “complain” in ways people could instantly recognise and laugh with, without trivialising the science.
By collaborating with India’s most trusted comedians : Johnny Lever, Jamie Lever, and Suresh Menon the campaign transformed a silent, neglected condition into content people wanted to watch, share, and discuss at home. Humour became the hook, while medical credibility remained the backbone, ensuring the message stayed accurate, responsible, and impactful.
Built on the simple, culturally intuitive idea of listening to your liver before it’s forced to scream, #LiverKiSuno proved that laughter can be a powerful behavioural tool. By making liver health audible, relatable, and shareable, the campaign repositioned preventive healthcare as something conversational, not clinical while reinforcing Zydus Lifesciences as a brand willing to rethink how serious health conversations are started at scale.
Client : Zydus Lifesciences
Category : Healthcare / Public Health Awareness
Campaign: Life Ka Filter
Health communication often struggles to break through because medical science feels intimidating and distant. With #LifeKaFilter, we reframed kidney health into a simple, everyday idea, something everyone already understands. Just like every morning begins with a filter for tea or coffee, life itself depends on an internal filter: our kidneys.
By using the familiar metaphor of a beverage filter, the campaign demystified the complex role of kidneys and turned a daunting medical topic into a relatable, mainstream conversation. Instead of fear-based messaging, #LifeKaFilter focused on awareness, simplicity, and daily relevance making people pause and reflect on what silently filters their lives every day.
Born from the urgent reality that Chronic Kidney Disease often goes undetected due to low awareness, the campaign built a large, credible content ecosystem. Expert-led podcasts with leading oncologists and nephrologists added depth and trust, while promo films, influencer hygiene content, and print integrations ensured scale and mass visibility.
By blending education with familiarity, and science with storytelling, #LifeKaFilter succeeded in making kidney health a part of everyday discourse, positioning Zydus Lifesciences as a brand committed not just to treatment, but to proactive public health awareness at scale.
Client : DHL— Mumbai Indians IPL
Category : Logistics
Campaign: Life Ka Filter
Concept: During the IPL season, ad campaigns featuring cricketers dancing and singing on green screen backgrounds are ubiquitous. However, when tasked with creating a unique campaign proposition for DHL with Mumbai Indians, we decided to break the mold with #ThatsMyGame. This campaign had cricketers asserting that their game is cricket, not dancing or singing.
But we didn’t stop there. Capitalizing on the same shoot, we crafted a second campaign: ‘Dil Se Indian.’ This campaign showcased the indomitable spirit of the Mumbai Indians, capturing the essence and pride that lies in the heart of every Indian. We also subtly integrated the strengths of DHL, ensuring that the videos traveled easily across social feeds, maximizing engagement and reach.
Client : Danone
Category : Food
Concept: A pediatric nurse is the first friend a newborn child meets, tenderly caring for them, feeding them, and nurturing them through their initial hours. In doing so, she often sacrifices time with her children and family, yet she carries out her duties with unwavering dedication. When tasked with creating a Nurse Day asset for Danone India, we decided to illuminate this selfless, motherly nature of pediatric nurses through a poignant and touching film. This tribute celebrated and thanked the pediatric nurses, the unsung heroes who become the first friends and guardians of our children, honouring their relentless compassion and devotion.
Client : ICICI Direct
Category : Banking
YES TO UDHAAR WITH ICICI DIRECT MTF
Approach: When it comes to trading there’s always a belief that it’s for the experts and for the monetarily affluent, to break that stigma and to take a relatable route to bring out the core messaging of ICICI DIRECT MTF which allows users to trade on credit, we drew inspiration from the age old ‘Aaj Nagad, Kal Udhaar’ saying of the kiranawalas of India who are totally against giving credit and tied it back to trading with ICICI Direct MTF
Concept: The lack of money should never be a reason to lose on important opportunities. We drew this message through the portrayal of a funny yet khadoos Kirana Wala and a simpleton guy who wants to buy groceries but his empty pockets don’t allow him to, neither the ‘Aaj Nagad, kal udhaar’ policy of the kirana wala but ICICI DIRECT MTF is different, never miss an opportunity with ICICI DIRECT MTF is the message we nailed through the portrayal.
E-ATM by ICICI Direct
Approach: Rather than building a traditional narrative around a product which is the common advertising route, we built a character who needs to be rescued from the curse of waiting. Intezaar Sharma based upon an insight from Murphy’s Law i.e. ‘whatever could go wrong, will go wrong’ is always told ‘Kal aana’ all his life until ICICI E-ATM offers him instant withdrawals within 5 minutes. An interesting mix of music and visual aid lends to the strong character of Intezaar Sharma in this ad for ICICI DIRECT.
Concept: Murphy’s Law state whatever can go wrong will go wrong and that is the curse of ‘Intazaar Sharma’s’ life. He’s rejected everywhere and is told to wait all his life, that is until ICICI DIRECT E-ATM enters his life with their instant withdrawals on trading in only 5 minutes.
FLASH TRADE BY ICICI DIRECT
Approach: To bring out the easy and simple nature of ICICI DIRECT FLASH TRADE’s user experience we drew parallels with something completel opposite…The Turkish Ice-Cream experience… complex, teasy and sometimes frustrating. With unique POV shots putting the viewers in the characters shoes, a little inspiration from Wes Anderson and a sprinkle of funny we made this advertisement for ICICI DIRECT FLASH TRADE.
Concept: A Turkish Ice-Cream experience is an emotional rollercoaster. You start with excitement which builds into anxiety and then irritation to anger. That is not what trading should feel like! Which is exactly what the ad says. Trading shouldn’t be an emotional rollercoaster, rather a simple experience of investment which is exactly what ICICI DIRECT FLASH TRADE provides.
Client : Proteinx
Category : Fitness
Proteinx Protein Abhiyaan
Communication Challenge: The people are the strength of this country and their strength comes from protein. We conceptualised and shot the Protein Abhiyaan Anthem for ProtineX India
Client : Sandu Pharma
Category : Pharma
HOW WE MADE A 122 YEAR OLD BRAND SANDU PHARMA APPEAL TO TODAY’S YOUTH.
Communication Challenge: For a brand that is into production of ayurvedic medicines for more than 100 years it is a challenge to strike a balance between the age old benefits of the science of Ayurveda and it’s communication to the ever evolving fast paced consumer
Client : Disney
Category : Entertainment
HOW ME MARRIED HEALTH WITH TASTE FOR DISNEY INDIA.
About the brand: Disney India has brought to us an array of stories that teach us something, entertain, and inspire generations.
Approach: The ‘Disney Delicious Minis’ series was headlined by Chef Saransh Goila and Chef Chinu Vaze. With interesting takes on healthy recipes featuring Disney movie references and characters made it a wholesome package for adults and kids alike.
Brand Video: The two brilliant chefs brought their expertise onto our film with their unique takes on classic recipes. Chef Saransh Goila the author, and winner of Food Food Maha Challenge, and Chef Chinu Vaze who is a celebrity Chef, Host, and Writer added her flair to the series of 24 short videos
Client : The Q
Category : Entertainment
HOW WE CONCEPTUALISED & ESTABLISHED SABSE ALAG, SABKE LIYE’ FOR THE
About The Brand: Right since it’s inception, The Q has been known for its distinctive strategy that brings the best of digital to TV.
Client : Vibha
Category : Non-Profit
HOW WE GOT DONORS CURIOUS THROUGH THE EYES OF A CURIOUS KIDS
Communication challenge: As an NGO, its challenge is raising funds. We needed to strike a chord with the individual donors through great storytelling with the brand TVC in order to motivate them to donate.
Approach: We didn’t want to make the film a sad reflection on the kid’s situation, but a happy, buoyant celebration of his curiosity.
The kid’s inquisitiveness became the hero of the campaign. His inquisitiveness travels a full journey. It is ignored, made fun of and even discouraged, but never truly fades away
Client : Thailand Tourism
Category : Tourism
HOW WE EVOKED OUR AUDIENCE’S WANDERLUST FOR THAI, AND TOURISM
Challenge: Repositioning the brand in the minds of high value customers; a critical but a long drawn exercise because;
• Premium imagery is not Thailand’s core positioning.
• Seen as a mass product with no unique USP or luxury value
• Myths and perceptions that scare the uninitiated
Client : Canapure Canola Oil
Category : Food
HOW WE GOT INDIA TO SWITCH TO HEALTHY OIL
Communication challenge: Building familiarity for an unknown oil category and build it as a healthy alternative. Build on it’s strength of it’s Canadian heritage
Insight: Canola helps fight cholesterol and aims at being a healthy alternative to olive oil. But unlike olive oil it is fantastic for Indian style of cooking
Outcome: Healthy oil leads to a healthy you. A healthy you gives you the opportunity to do more… it allows you to say ‘CAN’ to everything
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