MINI, the iconic compact car under the BMW umbrella, stands out for its bold personality — fun, fearless, and wildly different from the brand’s more classic sedans. As part of its relaunch in India, the brief was to reintroduce MINI as a lifestyle statement for those who dare to break the monotony.
I executed the print ads and was actively involved in the ideation and execution of ambient ideas and direct mailers. The creative approach leaned into MINI’s playful spirit, using quirky, high-energy visuals and unconventional formats to capture attention and spark conversation.
This pitch work positioned MINI not just as a car, but as a bold choice for a new generation of Indian drivers looking to stand out.
Coaster Design
We also thought of a matchbox calendar. Matchbox art is very famous here in India. It is bold and graphic and went perfectly with our product in hand.
We also decided to do projection in the Connaught Place area in New Delhi. Connaught Place is divided into 2 concentric circles and we decided to have this projection in the inner circle. By doing this we hoped to communicate the size and the ease with which the car can be manoeuvred around the busy streets of Delhi.
