01Brand + culture
Mastercard × Citi Bank
Turning a cashback offer into a Diwali entertainment property.
130M+ impressions · 85+ creatorsWatch the film ↗
02 Work archive
AWE / SELECTED + COMPLETE
All the work.
In the wild..
Every case, campaign, creator system, IP and experiment mapped from the AWE deck, with the public work linked wherever it is live.
47 deck-backed entries06 work streams02 markets
Enter the archive ↓
Index The long version
Proof, not
just promises.
Some work is a film. Some is a system. Some is the one cultural decision that makes the whole thing land.
This is the full AWE work map. Public links open in a new tab. Where a case lives only in the deck or in a private reel, the archive says so plainly. No invented links, no dead-end buttons.
Public work link
Available on request
Deck-backed work, indexed by the way it moved.
01Brand strategy + larger associations
Big shifts in perception, positioning and brand meaning.
02Beauty
BellaVita Skincare × Milind Soman
Turning skincare convention on its head to make the brand more visible, inclusive and aspirational.
Brand ambassador · perception shiftWatch the film ↗
03Fashion
Vastrado × Aparshakti Khurrana
Turning an unknown D2C menswear brand into a pop-culture-led fashion destination.
200% MoM sales jump · 20+ creatorsWatch the film ↗
04Fragrance
Bella Vita Perfumes × Milind Soman
Turning affordable perfumes from a “cheap option” into a desirable fragrance choice.
Desirability · celebrity associationAvailable on request
05Beauty
Swiss Beauty × Taapsee Pannu
Turning a loved-but-hidden beauty brand into a bold, flaunt-worthy makeup choice.
Brand reset · 250+ creatorsWatch the film ↗
06Men’s grooming
Brave Mens Grooming × Kunal Kapoor
Turning a nascent men’s grooming brand into a sharper, premium expression of modern masculinity.
Premiumisation · talent associationAvailable on request
07Sustainability
PVR Cinemas × Bhumi Pednekar
Turning a sustainability commitment into 11 compelling stories for climate action.
11 stories · climate actionOpen case study ↗
02Tactical campaigns
Fast-moving work that found the moment and made it useful.
08Anniversary
McDonald’s India · 25th anniversary
A 25-year celebration shaped into a culture-first campaign with Awez Darbar and Nagma Mirajkar.
150M+ impressions · 4 campaignsRead the campaign ↗
09Sport + inclusion
Mastercard · Cricket Clinic with MS Dhoni
A creator-led invitation for aspiring female cricketers, built around the history women are already making.
6,000+ cricketers · 15M+ viewsOpen case study ↗
10Travel + food
Mastercard × HSBC · Vikas Khanna
A cinematic food-and-travel narrative that made a premium card feel like a passport to possibility.
1 hero film · 4 platformsOpen case study ↗
11Generative AI
Jeevansaathi · Punjab
Two culturally distinct videos, plus an AI invite feature, built to make matchmaking feel more local and personal.
Regional culture · AI inviteRead the campaign ↗
12Skincare
The Face Shop · Rannvijay
Turning Korean skincare into sunscreen tough men could take seriously.
Hero film · cutdowns · social launchWatch the film ↗
13Sport
Mastercard · World Cup campaign
A football-season campaign study built for emotion, scale and the speed of the feed.
Campaign film · case studyAvailable on request
14Automotive
JK Tyre · Kiku Sharda
Turning tyre technology into a 10-second pop-culture moment.
25M+ views · 35M+ impressionsOpen case study ↗
15Skincare
Bella Vita Organic · celeb squad
One skincare portfolio. Three distinct stories. Three different Indias.
15M+ impressions · 30+ assetsRead the campaign ↗
16Technology
AMD × Tara Sutaria
A talent-led technology story designed to make performance feel visible, stylish and ready for the next thing.
Hero film · performance storyWatch the film ↗
03IPs
Ideas with legs, built to become formats, worlds and repeatable attention.
17Destination IP
Assam Tourism
A place-first story system designed to turn a destination into a living cultural invitation.
Destination storytelling · IP developmentAvailable on request
18Payments IP
HSBC SimplyPay · Furfluencers
Turning animal instincts into a lovable IP for simple UPI payments.
50M+ organic views · 25K+ sharesAvailable on request
19Fashion IP
Navyasa · 2024
Turning the saree from occasionwear into a modern expression of everyday individuality.
8M+ impressions · 2.5M+ viewsOpen case study ↗
20Fashion IP
Navyasa · AW25 collection
Turning a seasonal saree collection into a Gen Z-ready visual lookbook with 25 distinct looks.
Festive + brunch · 25 looksAvailable on request
04Influencer marketing
Creator strategy with a job to do: move product, perception or participation.
21Sneakers
Neeman’s · always-on collection
Always-on reels and stories built around travel, work, errands and everyday styling.
Everyday utility · creator stylingAvailable on request
22Streetwear
Neeman’s · streetwear collection
Sustainable sneakers recast through creator-led styling videos and street-level energy.
Streetwear · sustainable product storyAvailable on request
23Retail growth
Neeman’s · tier 2 + 3 store visits
Local creator visits and Meta amplification designed to turn attention into footfall.
5M+ views · 28% store-footfall upliftOpen case study ↗
24Education
BITS Pilani Digital
A high-volume creator and platform system spanning stories, reels, Shorts and LinkedIn.
5.75M+ views · 33 assetsAvailable on request
25Education
BITS Pilani Digital · All the Best
A supportive, high-energy campaign that made exam-season encouragement feel native to the feed.
2.09M+ views · 21.83% engagementAvailable on request
26Finance + culture
HDFC SKY · Scam
A meme-native creator and page network built to make scam awareness impossible to ignore.
50.85M+ follower base · 16.21M+ viewsAvailable on request
27Travel + payments
RBL Bank × IRCTC · #IndiaAllAboard
Fifteen creators, fifteen destinations and one journey-shaped story about travelling India.
21.89M+ views · 15 destinationsOpen the reel ↗
28Audio
boAt Rockerz · #RockTheStreets
A street-first creator push that translated product energy into immediate purchase intent.
15M+ impressions · 2,500+ first-week salesAvailable on request
29Wearables
boAt Xtend Smart Watch Pro
Seven Gen Z creators turned a smart watch launch into a multi-perspective everyday flex.
10M+ views · 15M+ impressionsOpen case study ↗
30Parenting
Mastercard · education payments
A parent-first conversation around the everyday payments that make education possible.
15M+ views · parenting conversationAvailable on request
31Fantasy sports
Howzat · season 1
Eight celebrities, sixteen campaign videos and a full IPL-season amplification system.
8 celebrities · 16 videosAvailable on request
32Fantasy sports
Howzat · T20 season 2
Six fan communities, talent-led stories and a clean focus on the product benefits that matter.
Six fan communities · talent-ledAvailable on request
33Fantasy sports
Howzat · season 3
Pop-culture hooks engineered for organic Instagram and YouTube performance.
Organic social performanceAvailable on request
34Travel
Mastercard × HDFC × Thomas Cook · Dubai
Celebrity and creator partnerships that made a Dubai proposition feel personal, aspirational and near.
20M+ estimated impressions · 4 partnershipsOpen case study ↗
35Payments
Mastercard · card tokenisation
Chahal, Ranveer Brar and Diana Penty helped make a backend payment behaviour feel human.
7M+ impressions · 3 talent partnersAvailable on request
36Automotive
JK Tyre · Puncture Guard
Two celebrity-led reels made a functional tyre benefit easy to understand and hard to forget.
2M+ views · 2 hero reelsAvailable on request
37Pet care
Pedigree · Puppy Corner Starter Kit
Celebrity-led hero films and regional content built around the first days of bringing a puppy home.
50M+ campaign impressions · regional cutAvailable on request
38Pet care
IAMS · Athiya Shetty × Dhanashree Verma
Two films that made premium pet nutrition part of a more active, contemporary lifestyle.
10M+ impressions · 2 filmsAvailable on request
39Pet care
Whiskas · Anmol Bhatia × Sana Saeed
Two main films and two shoulder pieces built around the weird, warm logic of life with cats.
5M+ impressions · 4 assetsAvailable on request
40Adoption
Pedigree adoption · Diana Penty
A cause-led creator story that moved adoption from a nice idea to a visible action.
12M+ impressions · 1.5M+ reachAvailable on request
41Eyewear
Lenskart · Republic Day
Three artistes, three regional fashion stories and a sharper view of what “Indian” can look like.
10M+ impressions · 6M+ viewsAvailable on request
42Eyewear
Lenskart · Home Trials
Creator-native organic content made the try-before-you-buy behaviour feel effortless.
1M+ impressions · 300K+ reachAvailable on request
43Moment marketing
McDonald’s · FIFA Meal × Awez Darbar
A football moment turned into a creator-first product story, built for organic momentum.
4M+ organic views · 1 hero reelOpen case study ↗
05AI content
New tools, old discipline: concept, craft, edit and a reason to exist.
44Food + AI
Knorr India · New Sauce Range
Five AI-generated films turned Thai, Chinese, Italian, Japanese and Mexican flavours into distinct cinematic worlds.
5 films · ChatGPT · Veo 3 · Higgsfield · ElevenLabsAvailable on request
45Music + AI
AI music videos · MoPSW / GMIS 2025
AI-assisted music video work created for the Ministry of Ports, Shipping and Waterways at GMIS 2025.
AI music video · event contentAvailable on request
06Exclusive talent associations
People with a point of view, ready for the right brief.
Next Start a new threadHave a brief
Talk to AWE ↗