Bhumi and Samiksha Pednekar are set out to launch a range of delicious Sparkling Mineral Waters for their brand Backbay. The campaign is going out in spurts, so this is just a glimpse of what's loved and locked!

The sound of pop is almost Pavlovian. It sounds like good times, chill vibes and all that relaxation. But often the sound is associated with sodas, mixers, colas and beers: the not-so-healthy options. We owned that same sonic cue of pop and presented a better choice, with the campaign name - Pop into that gooood feeling!

I worked on the campaign route, brainstormed with my art director on the visual system and fleshed out the go-to-market plan in detail which includes teasers, activations and product comms.

For more information on every piece of creative, please click on it.