Dhruva Kargil Ride
A 6-minute docu ad chronicling a thrilling 5-day ride across the scenic valleys of Jammu & Kashmir with the top brass of the Northern Command, Indian Army, ending at the Kargil War Memorial, Dras on the occasion of Kargil Vijay Divas.
The idea
The brand closely associates itself with the Indian armed forces and wanted to position the motorcycle as the ride of choice of army personnel. That formed the anchor of our narrative, and the foundation from which our story evolved.
The crew
The ride was helmed by the chief of the Northern Command, IA amid tons and tons of heavy security. The film was shot with a team of 9 people, state-of-the-art run-and-gun equipment, and a crew always ready for its next adventure!
The brand
The brand wanted a seamless, non-intrusive integration into the narrative while keeping the army angle at the forefront. The script we presented gave the ride a nostalgic spin, telling the story from the perspective of Kargil war veterans.
The stories
Riding with the army over five days gave the crew some perspective into their way of life, which we then assimilated into our storytelling. We spoke to officers and their families, and sought to bring out what it meant for them to be returning to Dras.
