Client
Ashok Leyland
Date | Duration
2022
Creative Director
Rita Dhankani
Executive Producer
Mehul Mahicha
Brief
Ashok Leyland approached us with a bold vision to redefine their brand philosophy, transitioning from their previous tagline of “Aapki Jeet. Hamari Jeet.” to embody a more forward-thinking, global, and sustainable approach.
With their new tagline, “No Dream Too Far,” they entrusted us with the task of creating films that embodied this ethos, with scripts and visuals reflecting the same.
Their focus was on zero-carbon mobility solutions, highlighting electric vehicles, CNG, Hydrogen fuel cells, and other eco-friendly options.
While Ashok Leyland had a longstanding presence in the automotive industry, this venture marked their next step forward, their contribution for the need of the hour.
This meant that this project was one of our first large-scale 3D projects and we were more than ready for the challenge.
Ideation
The scripting phase posed our primary challenge, as we aimed to seamlessly integrate diverse elements while building up the anticipation for their alternative fuel vehicles.
Our objective was to craft a narrative that showcased their alternative fuel vehicles and technological capabilities while at the same time weaving a solid and inspiring narrative around the technical jargon.
We ensured that the film culminated in a spotlight on their tagline and vehicles, positioning Ashok Leyland as the shift in the Automobile Landscape.
The visual concept we had initially crafted for this involved sleek aesthetics, eventually evolving to a more aspirational, futuristic, and nature-inspired design.
Production
This being one of our biggest projects in 3D it was all hands on deck for this one!
With a plethora of outdoor shots, achieving photorealistic quality was paramount.
Notable challenges included smoothly transitioning from live-action to 3D, particularly in the opening shot where we zoom out from Earth to converge into the elements.
The film kicked off by focusing on creating graphics for the vehicles, especially the truck. We kept it see-through from the start so we could show its inner workings later on.
For all the vehicles we animated, we made sure to keep every aspect of the models flexible to accommodate any changes. This was mainly because the vehicles were based on models being produced and assembled by the client in real-time, which were also subject to change.
The Ashok Leyland Logo too underwent a 3D overhaul to fit in perfectly with the environment and thematic elements.
Outcome
The film was displayed at the Auto Expo 2023, held in Greater Noida, Uttar Pradesh.
Its engaging narrative and stunning visuals resonated with attendees, sparking conversations and generating buzz throughout the event.
The film was very well received and widely praised which left us with a very happy client!
Credits
Client
Ashok Leyland
Ashok Leyland Head Marketing and Corporate Communication
Rajesh Mani
Ashok Leyland Marketing and Brand Communications
Manasa P
Ashok Leyland Sr. Manager, Brand Communication
Sandeep V
Design, Direction & Production
Vivi5 Studios
Creative Head
Rita Dhankani
Executive Production
Mehul Mahicha
Creative Director
Manas Pratim Sarma
Line Producer
Mehul Mahicha
Script
Kunal Pant, Aditya Sen, Anisha Das
Storyboard & Animatics
Manas Pratim Sarma, Surya Prakash Reddy G
Film Look and Feel Design
Manas Pratim Sarma & Mehul Mahicha
3D Animation
Ajay, Praveen
Motion graphics and Compositing
Manas Pratim Sarma, Jeremy Pinto
Sound Studio
Voicebox productions
Music Direction
Rita Dhankani
VoiceOver Direction
Aditya Sen