Three agencies pitched. This campaign won it: three films and four sub-films, fronted by MS Dhoni.
G Square is South India's biggest name in plotted development, and MS Dhoni is its brand ambassador. Real estate is a trust purchase, and the brief carried that weight: the campaign had to make a land company feel as dependable as the man fronting it.
One campaign, told twice over. We shot four people's stories of chasing a dream home; three made the brand film's final cut, with Dhoni holding the promise together. Every story then runs in full as its own sub-film, opened and closed by Dhoni himself. The glance up top, the whole story underneath, and his endorsement wrapped around every one.
G Square put the work out to three agencies. Ampersand won the pitch, and the delivery ran the full spread: the brand film and its character sub-films, the Build Assist film with comedy star Yogi Babu taking on the stress of building a home, the teaser for the Seven Hills City township (the full film stayed unreleased), and the key visual system alongside. Creative direction across all of it.
The films paired agency creative direction with feature-film craft: directed by Vignesh Shivan, photographed by Ravi Varman. My job was the campaign's spine, holding the idea, the scripts and the key visual system to one voice while a feature crew gave the films their scale.