During the last decade we’ve had the privilege of working on a series of national brand-building exercises, including Incredible India, the Indian Air Force and our unofficial national airline, IndiGo. We’re proud to present our latest and possibly greatest effort – Make in India.
The Logo: by replacing ‘Made’ with ‘Make’, an overworked phrase turned into a powerful call to action. We also needed a symbol that had historical resonance, but with a modern edge. By adding a sense of forward movement and using manufacturing elements as graphic texture, brand India was reborn.
We made a short video for the launch of the logo.
The launch press ad: ‘From Automobiles to Agro-products. From Hardware to Software. From Satellites to Submarines. From Televisions to Telecom. From Pharma to Biotech. From Paper to Power Plants. From Roads to Bridges. From Houses to Smart Cities. From Friendship to Partnership. From Profit to Progress. Whatever you want to make: Make in India.’
The 25+ sector brochures feature key facts and figures, policies and initiatives and sector-specific contact details.
makeinindia.com was designed primarily for mobile screens. The site’s architecture ensures that exhaustive levels of detail are neatly tucked away so as not to overwhelm the user.
A well-planned, well-structured launch event was accompanied by a solid digital strategy. The result: a massive level of buzz on social media, TV and newspapers.
Social Samosa analysis, 27.09.14:
Images from the launch event at Vigyan Bhawan, New Delhi:
Branding India: V. Sunil & Amitabh Kant
We helped launch Royal Enfield’s new motorcycle last week. The lightest, fastest, most powerful Royal Enfield in production, the Continental GT, is every ounce a café racer. Our efforts for it spanned three continents, a daunting production schedule and at the end of it, a body of work that we are proud to call ours.
Shot in London, Romania and at Royal Enfield’s newest facility in Chennai, “Ace Café to Madras Café”, a film chronicling an epic 11,000 kilometre burn-up from café to café can be viewed here:
Props to Paul Minor, everyone at Hello Robot films and to Future Perfect in LA for their nuanced track.
The Continental GT Story, a documentary that delved into Royal Enfield’s café racer heritage, the collaborations behind it and café racer culture was shot and edited with the help of Sy Turnbull, Vikas Maurya and Tanupriya Sharma. Take a look:
Our go-to lensman Bharat Sikka who is also Creative Director at Motherland Magazine, shot a good-looking print campaign and clothing and accessories catalogue. We also created the Burn-Up Book, less book and more zine about all things Continental GT which Royal Enfield gave away to the press assembled on launch day.
Day One of the shoot: Wkers Ankit Kumar, Shuchi Thakur and Bharat Sikka at the Ace Café.
The Burn-Up book folds out to become posters less ordinary.
Reprising rocker burn-ups of the ’50s and 60s, our cast take over London’s streets
A couple of mods lie in wait for our band of rockers.
On location at Marina Beach, Chennai.
The only way really to announce a café racer is with a traditional burn-up. On the 11th and the 12th of September, a 150 of the Who’s Who of the motorcycling press, Royal Enfield CEO Siddartha Lal in tow, rode from the iconic Ace Café in London to the Brighton Pier on Continental GTs. ‘Like’ and follow Royal Enfield’s social pages on facebook and twitter to get up to speed on all the shenanigans.
Launch Day and shots from the inaugural burn-up that started at the historic Brooklands Museum of Motorcycling.
Wieden+Kennedy Delhi proudly presents Guardians of the Skies.
Shot on operational locations and featuring actual Air Force personnel and equipment (and starring the mighty Su-30MKI), this film offers a glimpse into the complex teamwork, herculean effort and split-second precision behind every single mission.
This is an homage to the men and women of the Indian Air Force. This is what they do, day in and day out, so that the rest of us can go about our lives.
Produced in collaboration with Jacob ‘Jakes’ Kuttapuram and 4eyes films.
IndiGo’s packaging has been selected by Wallpaper* for their food news section!
“A little atmosphere goes a long way when you’re stuck 3,000 metres in the air,” they write – and we are very happy to read.