The print work used a series of mnemonics denoting good fortune and prosperity that were locally relevant to each market. These symbols were hand painted, photographed and combined with cultural shots by renowned photographer, Steve McCurry to create a vibrant and globally adaptable look and feel.
We reshot this campaign TVC 9 times with different cast and crew around the world. Market specific films were created for India, Pakistan, MENA, Sub-saharan Africa, China and Malaysia, based on the same core concept.
