V Sunil has an unprecedented track record of building iconic companies and brands. In previous avatars over the past two decades, Motherland’s core team pioneered a radically different approach to branding – blurring the borders between agent and entrepreneur, communication and customer experience. This section focuses on examples of this approach, some of which were developed between 2005-2015.
IndiGo
Working closely with founder Rahul Bhatia and his startup team, through a succession of creative collaborations, a ‘no-frills-chic’ blueprint redefined the vocabulary of aviation. It helped IndiGo become India’s largest, most profitable and most user-friendly airline — a rare Indian brand built for global scale. Now expanding as an international carrier, it ranks among the world’s most valuable airline brands.
Incredible India
Conceptualised with the Ministry of Tourism, Govt. of India, and shaped through shared creative stewardship, this path-breaking property and its now-iconic ‘Incredible !ndia’ logo went beyond creating a fresh identity for the country to become one of the most enduring expressions of India’s soft power.
ITB Berlin
In March 2007, the global India brand campaign was extended to the Internationale Tourismus Bourse (ITB) Berlin – the world's largest travel and tourism show – where India was participating as the Partner Country. The campaign used the entire city as a canvas, covering it with large billboards, branding on taxis and buses, vibrant graphic art and 3D installations. Signalling a new level of sophistication in India's branding strategy, the ITB campaign was a huge hit with international media and trade. By this time, we had become adept at planning city-wide aesthetic and cultural experiences that immersed people in the brand far more effectively than conventional marketing campaigns.
India 60
The year 2007 not only marked the 60th year of independence for India but also celebrated the arrival of India on the global platform. The Incredible India@60 campaign was launched in New York from 23rd-26th September, 2007 to coincide with the UN General Assembly session. The combination of the 4-day event and the General Assembly created the perfect opportunity to showcase the best of India to world leaders, top international business moguls and the public. Incredible India@60 took India’s extraordinary energy and cultural diversity to the watching world. Billboards at Times Square, taxis, buses, bus shelters, TV and radio, announced the arrival of a brand new India. With 8 ministries, 8 overseas partners and 41 events – including 4 gala dinners, 13 conferences and panel discussions, 9 cultural shows, 7 receptions and 8 ongoing events – it was a grand show that maximised India’s presence and visibility to the world.
India Now, London 2007
L.A. 2009
Royal Enfield
A pivot for a 124-year-old brand. An alternate way of life — a mental and physical trip, a road to inner peace. Channelling its Anglo-Indian roots into cool, neo-hippy cues, placing it on a metaphysical highway between London, Goa, Chennai and Ladakh.
FEATURED REAL ROYAL ENFIELD RIDERS WITH THEIR ACTUAL BIKES AND THEIR ACTUAL STORIES. THIS WAS OUR TRIBUTE TO THE AUTHENTIC CHARACTER OF THIS LEGENDARY MOTORCYCLE AND ITS EQUALLY LEGENDARY OWNERS.
FEATURED REAL ROYAL ENFIELD RIDERS WITH THEIR ACTUAL BIKES AND THEIR ACTUAL STORIES. THIS WAS OUR TRIBUTE TO THE AUTHENTIC CHARACTER OF THIS LEGENDARY MOTORCYCLE AND ITS EQUALLY LEGENDARY OWNERS.
IN AN AGE OF AUTOMATION, WHERE MOTORCYCLE COMPANIES ROLLED OUT HUNDREDS OF PIECES EVERYDAY, ROYAL ENFIELD REPRESENTED SOMETHING MORE REAL. THIS CAMPAIGN WAS OUR TRIBUTE TO THE PLACE, THE PEOPLE AND THE PROCESS THAT MADE ROYAL ENFIELD MOTORCYCLES UNIQUE.
THE CONTINENTAL GT OCCUPIED A PLACE OF HONOUR IN BRITISH AUTOMOTIVE AND POPULAR CULTURE – IT WAS THEREFORE VITAL TO PROVIDE POTENTIAL OWNERS WITH THAT CONTEXT, ESPECIALLY IF THEY WERE FROM GENERATIONS OR GEOGRAPHIES THAT DIDN’T HAVE A SHARED HISTORY. WORKING WITH SPECIALISTS IN INDIA AND THE UK, WE RECREATED THIS CONTEXT WITH A THOROUGHLY RESEARCHED AND BEAUTIFULLY PRODUCED SET OF INTERVIEWS, MAGAZINES, MERCHANDISE AND FILMS.
WE WORKED WITH SIDDHARTHA LAL TO NAME AND LAUNCH THE HIMALAYAN – AN ODE TO THE BRAND’S SPIRITUAL HOME, AND THE FIRST EVER MOTORCYCLE DEVELOPED FROM SCRATCH BY THE COMPANY.
Make in India
‘Made in India’ was reframed as ‘Make in India’ — a transformation from label to platform, from description to call to action. Launched by the Prime Minister, it drew instant global attention and trended worldwide. With national emblems embedded in its iconography, the prowling lion came to embody India’s strength, courage, tenacity and wisdom.
Make in India/Hannover
In April 2015, India took centre stage as partner country at Hannover Messe, Germany, the world’s largest industrial fair. Our mission was to make India’s presence felt. We took over the city of Hannover and made sure the lion was impossible to miss. Starting with buses, trains, trams, billboards and digital screens across airports in Berlin, Frankfurt and Munich, and moving to ubiquitous branding across all parts of Hannover. We also designed a state-of-the-art India pavilion in partnership with the best architect- ural companies from India and Germany. Rooted in India’s profound traditions, the pavilion was a showcase of India’s manufacturing capabilities across core sectors of the Indian economy through larger than life graphics, art installations and events. The huge success of this participation led to a positive image change and a stronger partnership between India and Germany.
Make in India Week, Mumbai
Much like the earlier Incredible India city takeovers, this was another example of our signature approach to national brand-building. The Make in India Week, a 5-day event hosted in Mumbai, showcased the potential of design, innovation and sustainability across India’s key focus sectors through a series of outreach initiatives. From industry leaders, policymakers and entrepreneurs to government officials, academics and the press, the world’s finest minds converged during the Make in India Week and deliberated on key policies, practices and reforms that can facilitate a progressive industrial environment. The event was focused around a 2.5 million sq. ft. exhibition – the Make in India Centre, that showcased innovative products and manufacturing processes developed across India. Built from the ground up at MMRDA Grounds, the official headquarters of Make in India Week was an avantgarde statement in design – merging traditional craft aesthetics with a futuristic vision. The iconic Make in India lions adorned the hall walls, representing each of India's key focus sectors; the nation's proudest economic achievements were displayed all around the Make in India Centre. The result: an impressive structure that distilled India’s past, highlighted its present capabilities and projected its promising future.
A vibrant new energy spread across Mumbai during the Make in India Week. Iconic lion installations, street art and 150 events spread across Mumbai’s museums, galleries and theaters added an element of cultural buzz while lighting up the city.
Social Media
Pop Culture
OYO Townhouse
Designed from the ground up, every element — from furniture ergonomics to the breakfast menu — was re-engineered for higher quality and better value. The result was a friendly neighbourhood hotel, built for comfort and everyday ease. It was an instant success in India and quickly expanded to the UK and other international markets.
Motherland Superstore
A design-first, culture forward retail platform that features extraordinary versions of everyday things — original designs, exclusive collaborations and specially selected products that helps people look good, feel good, and fly the flag in style.
Motherland Magazine
Motherland is a theme-based journal of thoughts, ideas, and unexpected narratives on India. A platform for subculture and new creative economies — operating outside trends, attention spikes and media cycles. A growing community with high trust and influence.
JDH Urban Regeneration Project
A collaboration with Blue City, with the blessings and vision of H.H. Maharaja Gaj Singh II of Jodhpur, JDH is restoring the Walled City to its former glory — reviving its landmarks, livelihoods and spirit. The gullies, havelis and bazaars are alive once again with the energy of a living work of art.
Project Inception: The Stepwell (Toorji Ka Jhalra) Restoration
Established in January 2015, JDH used private investment and ideas to clean up public spaces which were no longer viable due to congestion, litter and neglect. A Public-Private model was used to integrate a set of investors, the state government and a highly supportive local community. By July 2017, a small section of the Walled City was completely transformed. At its epicentre was ‘Toorji Ka Jhalra’ – a public stepwell that was restored to its original state. Over 300 tractor-trolley loads of debris were removed, and extensive sandblasting and oxygenation was carried out under the guidance of a team of restoration experts. The public responded by thronging to the area and making it the second most popular spot for locals and tourists in Jodhpur, as ranked by Trip Advisor.
This small step was the starting point of a much more important movement. JDH began to create ‘zones of renewal’ throughout the city and map them on an axis of regeneration. These zones are a mix of project-supported, locally-owned, project-owned, project-leased and government-owned. The project continues to expand, but the fundamental mission remains the same – renewing the Walled City, while protecting the rich history and heritage of Jodhpur.
Stepwell Square – Retail, F&B and Public Spaces
The Stepwell Square in the Walled City is the first of JDH’s zones of renewal. With the restoration of the Stepwell at the epicenter, JDH added a new commercial layer to this part of the Walled City. By placing some of India's finest fashion and lifestyle brands and creating a hub of eateries, the Stepwell Square has quickly evolved into a profitable business ecosystem and a melting pot of culture for tourists and locals alike.
The Maharaja Sumer Grain Market (WIP)
A few minutes away from the Stepwell Square is a 19th century ‘Bourse’ that is still operative. This vital part of Jodhpur’s heritage is set to be converted into a fully functioning farmer’s market that will support local producers, complemented by an Art Deco restaurant, cafés and local street food vendors that will bring in visitors and additional revenue streams.
Gulab Sagar Ki Haveli
Part of JDH’s expansion plan, this site borders the Gulab Sagar lake, which is presently undergoing restoration. A yoga studio started operations in late 2018, and more activities will follow in 2020.
Highlights 2019
RED BULL CLIFF DIVING AT THE STEPWELL SQUARE NOV 2019
TO COMMEMORATE JODHPUR’S STATUS AS THE CRADLE OF INDIAN AVIATION, JDH & RAAS HOSTED THE IWC SILVER SPITFIRE IN NOV 2019
Motherland x Gary x Nicobar
A focus on blending culture and customer experience led to the conceptualisation of the Gary Mehigan x Nicobar collaboration — a range of high-quality products infused with design and craft. In addition to conceptual and branding guidance, the initiative was presented within the Australian government’s Oz Fest in India programme — a clear example of cultural and commercial integration.
