The Brave & the Bold
A 5-minute docu ad unveiling two new iterations of Jawa's iconic Classic variant, proudly featuring the Indian Army insignia on the tank, launched on the occasion of 50 years to India's 1971 victory against Pakistan. Clubbed together with a ride at the Longewala war memorial in Rajasthan.
The idea
The two new variants of the Classic, sporting the Army insignia, deserved a mention from Indian Army officials. We wrote a script centred around a heartfelt conversation with Jawa CEO Ashish Joshi and retired Army veteran Col Patole, a true Jawa enthusiast.
The crew
A 7-member, run-and-gun crew went down to the Longewala border in Rajasthan and shot the film there over three searing days, following all security and safety protocols. The motorcycle riding b-roll was shot in the arid deserts of Jaisalmer.
The brand
Col Patole - a Jawa enthusiast himself - speaking about the motorcycle brand being the Army man's preferred leisure ride lent the narrative a distinct credibility, for which the 1971 war victory-homage angle proved the perfect foundation.
The stories
The story brought forth not only the thought process behind the launch of the two new variants but also the core sentiment with which the brand planned this launch and ride. The obeisance angle was big here, and we mindfully worked to retain that as the central peg.