Strategy / Growth / Creativity
A strategy-first
growth and
creativity company.
We find the one strategic move that makes a brand easier to notice, remember, buy, trust and join. Then we build everything around it.
01
From remedy
to recreation.
Problem
ENO was already India’s trusted name for fast relief. The opportunity was to take it beyond the medicine cabinet and into the culture people celebrate every day.
Insight
In India, food is identity. Like cricket, it is defended with pride. Consumers did not want a brand telling them to hold back.
Strategic move
Make ENO a cultural ally of indulgence.
What we built#FoodFaceOff during IPL: Akash Gupta played fans of different IPL teams, defending local food as fiercely as cricket pride. Videos, memes and social banter connected acidity with the heat of cricket and food.
Read the full case →
01A
Shaadi ki
buffetbaazi.
Problem
Wedding season is India’s grandest food carnival, and ENO already had a trusted place at the end of it. The opportunity was to bring it inside the feast, as a friend at the table rather than a fix after it.
Insight
In India, food is not just a buffet. It’s a buffet of behaviour. At weddings, appetite becomes performance: who starts first, who returns for seconds, who hoards and who shares.
Strategic move
Move ENO from remedy to ritual: from reaction to readiness, from after the plate to part of the plate.
What we built
Shaadi Ki Buffetbaazi: character-driven films and influencer moments featuring Ms. Chatori, Reels Queen, Vasooli Bro, Gyaani Baba, Jugadu Ji and other recognisable wedding-buffet tribes.
Read the full case →
02
From logistics
to independence.
Problem
Shiprocket had scale and utility but was still perceived as a back-end courier partner rather than a growth partner.
Insight
For India’s sellers, logistics is not really about parcels. It is about the freedom to build on their own terms.
Strategic move
Move from courier partner to entrepreneurial ally.
What we built
Building Big. Together. A platform about moving possibilities, seller independence and becoming a front-stage champion of entrepreneurs.
Read the full case →
03
YiPPee!: Turn
up the K.
Problem
Multipurpose masalas are inherently undifferentiated. If YiPPee! behaved like the category, Korean would remain a descriptor rather than a differentiator.
Insight
Korean culture is loud, stylised and high-energy. If it’s truly Korean, you should hear it. A dish turning Korean should not just taste different. It should sound different.
Strategic move
Give every dish a Korean kick. Turn Korean-ness into a repeatable verbal and visual transformation device rather than another “extra spicy” claim.
What we built
Everyday dishes transformed theatrically: Rajma Chawal → Raj-Ma-Cha-Wool, Fried Rice → Fri-ed Ri-Su. A split-screen before/after design system extended across flyers, MyGate and performance assets.
Read the full case →
03A
JK Tyre: Intent,
not perfection.
The task
Create a New Year film that celebrates intent, not perfection. Show real, inconsistent effort and remove the guilt.
The human truth
People make resolutions every year knowing they might break them. We fall off, pause, lose momentum, and still choose to begin again.
Strategic move
Reframe failure as part of trying. Restarting is itself an act of intent, not a sign of it.
What we built
A film made from everyday moments of inconsistent effort: attempts, pauses, missed days and restarts. Warm, honest and non-judgemental.
Read the full case →
04
From access
to expertise.
Problem
The trading-app boom democratized access but also created a generation investing with half-knowledge, hype and instinct.
Insight
New investors did not just want access. They wanted to learn, navigate and invest like pros.
Strategic move
Professionalise the everyday investor.
What we built
Invest Like a Pro. A platform built around HDFC-backed research, structured learning, guidance and pro-level confidence.
Read the full case →
05
One of India’s largest telecom providers
Personal loans / India
From loan
to funding.
Problem
Personal loans were still coded as desperation, mismanagement and crisis. That made it risky territory for a trusted, progressive parent brand.
Insight
Loans carry stigma. Funding carries aspiration. People borrow to build, learn and move forward, not only to survive.
Strategic move
Turn borrowing into a badge of intent.
What we built
Fund Your Future. Reframed borrowed money from burden to fuel, and repositioned one of India’s largest telecom providers as a financial partner.
Read the full case →
06
One of India’s largest Scotch whisky brands
Scotch / India
From legacy
to luxury.
Problem
One of India’s largest Scotch whisky brands had heritage and credibility but risked feeling traditional and dated as whisky culture became younger and more premium.
Insight
Success today is increasingly measured not only in status, but in identity, conviction and richness of experience.
Strategic move
Make heritage feel like conviction, not age.
What we built
A premium Gold expression + To the brim. Premiumisation, new occasions, advocacy and a more contemporary language of craft and self-expression.
Read the full case →
07
From heritage
to self-expression.
Problem
Ballantine’s global Stay True philosophy was admired, but could feel distant from younger Indian consumers.
Insight
We never stop loving what we start. We just stop playing it. Countless guitars sit unused beside unfinished passions.
Strategic move
Turn “Do What You Love” into a reason to begin again.
What we built
Re:Play. A cultural act inviting people to pick up the guitar, and a part of themselves, again.
Read the full case →
Services
One centre.
Many sharp
expressions.
We work across strategy, creativity, culture, content, commerce and experience. Not as separate departments. As connected parts of one growth system.
01
Brand & growth strategy
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02
Creative platforms & campaigns
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03
Brand worlds & distinctive assets
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04
Content, social & editorial
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05
Creator & culture systems
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06
Commerce & conversion
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07
Experience & brand acts
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08
AI-era brand readiness
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