Bindu Fizz Jeera Masala is a drink that’s ingrained in culture wherever it is present. Yet, the product faced a peculiar problem of not many knowing of the brand in itself. Several ‘copycat’ competitors, large conglomerates dominating the space, were some of the issues identified as a cause of this problem. How did we solve it? We identified ‘freedom’ as one of the core aspects that the brand stands for. Freedom to choose a drink that caters to the Indian palette. Freedom to be the most raw version of oneself. As the year drew to a close, and almost every other beverage brand in the world did a ‘feel-good’ campaign, we went ahead and created a thriller of a short film. The film follows the journey of five friends trying to have a low-key New Year’s Eve celebration. Until they’re fuelled by the drink in question. It sets them free in a way that makes them question everything they thought they knew about each other. Secrets are spilled, dares go wrong, and a regular night turns into something they never imagined. We went against the grain to establish the brand’s philosophy of ‘Jee Hoke Free’ by creating a piece of content that almost served as a warning to the consumer; that here’s a drink that’ll set your mind free, so have it at your own risk!