The brief was to make an AI-powered film for the Bangladesh market as a greeting for Ramadan. But Eicher's presence and reach demanded us to do much more than that. With 91% population identifying as Muslim, Eicher - the category leader in Bangladesh built what was meant to not just feel good, but feel purposeful.

I directed this campaign as the creative lead on the brief - from inception of the idea, to partnering the on-ground teams at Bangladesh, to crafting a compelling documentary film for the entire activation that garners positive sentiment for the brand.