Royal Enfield wanted communication around 50's-inspired liveries on the Classic 350 and 500 motorcycles.
Redditch, in the U.K's midlands is where these motorcycles, and Royal Enfield came from.
Gordon Brown, a Royal Enfield historian, sussed the scene. Later, he agreed to be our reporter from Britain's former centre of smithing.
When Royal Enfield reprised the world's first factory-built cafe racer motorcycle, we did some long format storytelling about cafe racer culture, the build tradition, rocker antics, the p.o.v. of the denizens of London's Ace Cafe.
Royal Enfield, living and breathing the life, launched the motorcycle with a ride from London to Brighton.
Ever since, other brands ever since seem to be taking a cue from the GT style file. And the campaign has certainly birthed the most overused motorcycle buddy and buddette road trip ensemble.
Four wheels fuel a billion dreams and for every dream, there’s a Spinny.
These websplainers - appearing alongside tiles of browsable, gleaming Spinny cars - open up the world of Spinny’s product, the things it believes in getting titch and not just right.
And broadcast a trademark customer-centricity that has landed it a unique persona - that of being a used car sales platform Indians can actually trust.
It was super trying - and super fun - to be a part of this project, directed in-house, across three locations with a ragtag crew and daylight rationed.
This work increased salience and recall for Royal Enfield gear. The making of it has given the client a healthy sense of perspective when parsing production budgets.
In 2016, a group of shy, pensive girls weren’t permitted to step out of their villages, situated an hour away from Jaipur in Rajasthan India, let alone receive a proper education.
Now, after three years of putting themselves through Project Parinati, a seven-module learning and training developmental programme, the same girls have better grades, a broader world view and many are headed to college.
Grateful to the Ekakanya Foundation for having me write, co-direct and voice this documentary to chronicle their journey.
We were briefed to make work announcing new colourways on the Royal Enfield Classic. After a factory visit to Chennai, we found our story and our subject - a stubborn, unstinting work ethic, manifested in works managers and quality controllers who obsess over Royal Enfields. We heard them out, then dispensed with voiceover artists.
BBLUNT had a unique BSystem, a threefold range of styling and care products designed for Indian hair, working with India's weather. To launch the brand, we took inspiration from a very real problem that #RIRI might have when she wakes up every morning.
A5 Sportback. A5 Cabriolet. S5 Sportback, Distinctive-looking, dear. Playing in a personality-ridden luxury landscape.
With #A5BratPack we brought the “full-aish-ki-full-aish” (often shouted aloud in the NCR and loosely meaning ‘a good time’ but with overtones of “ballin’ ”), to screens, in eye-candied digital doses.
Results - record engagement and organic new follows on Audi pages - @AudiIn has acquired 263K new organic follows 2016 - 2017 on Instagram alone, btw! - palpable impressing of the automotive press and unprecedented levels of ordering across this marque’s 48-dealer network.
#braveclient #Audibruhs4Life Rahil!! Kshitij!! Abbey!! Gaurav!!
Royal Enfield is meeting new stakeholders in new markets. This is ID and calling card, detailing the nuts and bolts of building motorcycles and thinking "motorcycle" - across three factories in Chennai and R&D headquarters in the U.K.
InterGlobe Enterprises is self-effacing but omnipresent in the world of travel. Their brief - “make us InterGlobe’s precis - for meetings with potential investors, for a new joiner’s first day at work, for our Annual Day.”
#CommsHack
In which the Mantastic Man has that knighthood jenk firmly in his sights.
At the world’s best attended heritage motor show, amidst grander, more expensive pavilions, tents and enclosures, Royal Enfield out-buzzed with a two-day onsite build.
The Himalayan Odyssey is Royal Enfield's most famous, most charismatic ride, going from India Gate in Delhi to Ladakh. There's a lot of lore around the route itself that bears telling. In 2016, we covered all the great stuff lying in wait on a poster, put it up on stores, and ran bits of film on internet that showed a glimpse of eighteen days like no other in riding.
We ran an in-store poster that details the triumphs and trials of Royal Enfield's Himalayan Odyssey, an 18-day ride in the Himalayas that is a high-water mark for exploration.
This execution was supported by videos to drive up registrations for last year's ride.
Sprawl-inducing new interiors. All we needed to validate the fine art of doing nothing at all as positioning for this Q. The car went on to demo its take on leisurely pursuits in content for social.
Glamping with the Audi Q5
Untravel.com specialises in minutely customizable trips, tailored from moment to moment, for all kinds and sizes of groups compelled, as is often the case, to holiday together.
It's been fun helping build this scrappy start-up with a pointed offering.
Announcing Audi’s performance division presence + credibility. Shot and edited in-house.
Made for a brand summit and annual gathering of stakeholders. A stock-taking and precis of "what are we about, then?"
Plugging India's manufacturing strengths across 26 key industries for the Department of Industrial Promotions and Policy - a mammoth proofread. Epic-sized tweet decks. The writing had to balance cheek and levity with the many acid tests of information design.
When there was occasion, such as a new Indian Space Research Organisation milestone, we tried joined the conversation meaningfully.
