Client
Star Health Insurance
Date | Duration
2023
Creative Director
Rita Dhankani
Executive Producer
Mehul Mahicha
Challenge
As one of the oldest automotive brands in the nation with over 125 years of expertise, Murugappa Group’s ‘Montra Electric’ came to us for a film that accompanies the launch of their ‘Small Commercial Vehicle’ lineup at large Expo’s along with their new and innovative fleet management system called ‘One Montra’.
The task was to embody their vision of Green, and the brand’s longstanding legacy of over a century in sustainable mobility as Murgappa’s transformation originated from bicycles, directly expanding to EV Vehicles– leaving no trace in global emissions.
With a vision such as this, it meant that a large scale 3D project awaited us! And our team geared up for an exciting adventure!
Ideation
The mission was to incorporate the cutting edge technology while underlining the brand’s well known legacy. Our first challenge began at visualization, especially in narrative and scripting, where we had to exactly get this notion right on screen. And given the requirement of the film was to showcase at large Expos, we knew that the Visuals would take the spotlight over Voice or Sound.
So we refined our objective to craft a narrative that highlights the innovation and sustainable tech of Montra Electric, presenting their lineup SCVs and OneMontra app, while expressing technical jargons in easier and catchier visuals.
Production
With an eye for modern stylistic visuals, achieving great futuristic aesthetics was crucial for the feel of the film. The vehicle models given to us needed to be simplified to fit in the style of the film’s worldscape. But also, almost nearing the deadline, we faced another challenge. Three of the models weren’t available for us to use. So what do we do? Our talented team took up the challenge to make the models based on the 2D images of the vehicle and successfully made it seem like the one from the world.
Our focus in close up animations, from User Interface showcase or character movement was in 2D-style, while the vehicles and the shots of the landscapes were in 3D. This proposed a creative challenge as both these styles needed to be well integrated for a smooth flow in the film visually and narratively.
Outcome
The film was displayed at the Bharat Mobility Expo 2025 held in New Delhi, and was well received by the viewers and attendees. The compelling visuals and seamless flow of narrative gave way to great launch and electrifying buzz through the expo.
The wide reach, and the grand success of Montra’s product launch left us a very happy team and client!
Credits
Client
Montra
Brand Director
Piyush Pandey
Agency
Vivi5 Studios
Creative Direction
Rita Dhankani
Executive Production
Mehul Mahicha
Line Producer
Anushka Sinha
Script
Anavadya MS
Storyboard and Character Design
Yashmika Anandhan & Nobel D Williams
Animatics and Composting
Mridula Jaganathan, Namo Narayan, Prasad Vermula, Brigitta Vargehese
Animation Director
Rita Dhankani, Mehul Mahicha
Sound Studio
VoiceBox Productions