WE HAD TO CREATE A FILM FOR ONE OF INDIA’S BIGGEST EDUCATION BRANDS, AND SAY EVERYTHING IN HALF A MINUTE. THE ANSWER LAY IN THE ‘EVERYTHING’.

Centered around a young student, the film is about all those who influence her. The location is a college library, where the student tells us what helped her choose her college.

All brands tell stories. Some are great, some powerful. Some work flawlessly, some fall short. Many are distinct and stand out, and many are featureless, hardly distinguishable, one from the other.

As communicators, brand custodians, and advertising and marketing professionals, we are a part of these stories. We haven't created them, for they are made of the blood, sweat and tears of those who built the brands, but we are entrusted with nurturing them.

We have to make them flesh and blood, and give them a distinct personality. And to do that we first need to understand and experience the brand, its origins, reason to be, culture, DNA. And when we truly understand a brand, we can tell its story to the world, in our own way, and in any medium.

Telling these brand stories is what I love doing the most.