Untold.in - India's premier storytelling collective
For DDB India's 22feet Tribal Worldwide – along with a talented team, I co-founded a premium storytelling platform called the Untold Collective – A group of writers, photographers, videographers, designers and technologists with one common goal - to un-earth real stories of people in India. And to present them beautifully.
To fill a market gap for meaningful, organic and soulful storytelling, we focused on culture, crafts and traditions but more importantly fiercely heartfelt human stories. We travelled across India for two and a half years, producing multi format presentations without any marketing budgets on this digital publication. We introduced digital immersive story experiences, using dedicated micro-sites designed and illustrated exclusively for long format cover stories. We also worked with major brands like Asian Paints & Ebay to realise their storytelling needs.
The logo had to represent our curiosity for the unseen. I chose to use a "U" & "T" in a 'negative space' treatment to visualise this feeling. Adaptive, contextual textures and visuals to create the mood.
After spending a week on assignment in Kerala, documenting this story of a unique mirror called Aranmula Kannadi, I worked with a team of photographers, designers and technologists to tell the story using a specially crafted microsite, challenging the templated approach to stories usually found on the web.
From independent storytelling to meaningful branded content – For Asian Paints' Colour Journey Season 4, we traced back the brand's colour palettes to ancient Indian traditions and crafts. 6+ short films, over 600+ photographs and 6 narrative stories. Explore the full project here:
Documenting the last of the singing Halakkis, a fading tribe of poetic farmers who sing 400 year old songs to create a change in their community. Mediums used: Narratives, photography, audio and video.