The real story behind 'Half Stories', the first live action ad campaign

The key idea behind the campaign was to create a first of its kind live action advertising campaign - where a rider was on the road, seeking opportunities to help people

Which do you consider your best campaign and why?

One of the campaigns I have had the privilege of conceptualising is the ‘Half Stories’ campaign for Tata Capital, the financial services brand. The brief was to create a campaign based on the firm’s core philosophy of “we do what’s right for you”. By the time we rolled it out it had turned from an ad into an act. From a ‘feel good’ to a ‘do good’ campaign. India is a land of a billion unfolding stories — some with happy endings, but many that remain untold, unrecognised, unfulfilled. The half