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Spec Concept: Amul — 80th Independence Day
The Brief (self-initiated): Most Independence Day ads default to flags and patriotism clichés. I wanted something that felt native to how Indians actually celebrate — through food, at home, without needing to say the word "freedom" out loud.
The Insight: Amul has quietly been part of nearly every Indian household's daily ritual for decades — the kind of trust brands spend fortunes trying to manufacture. This year's 80th Independence Day gave that trust a number to celebrate.
The Wordplay: "Tussi azaadi se paratha khao, assi butter lagate hain." A bilingual pun — "assi" reads as both "we" (Punjabi) and phonetically as "80" — landing exactly on the milestone year.
The Visual: Three parathas — carrot, plain, and spinach — arranged as the tricolor, with "80" written across all three in butter, tying the number, the flag, and the product into a single image.
The Line: "80 years of independence. One butter, holding it all together."
Spec concept — not affiliated with Amul. Built to demonstrate cultural insight, bilingual wordplay, and full campaign execution from concept to visual.
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The brief asked for “a nation, not a SaaS.” A nation is somewhere you travel to, so the hero is a boarding pass for one trip: JOB → OWN, from your 9-to-5 to your own store. The ticket’s only highlight is “First sale,” which promises money without promising a number
Before the ticket I tried a flag, a passport, a main street of shops and a shipping box. The box didn’t make it, but its airmail stripes ended up on the stub
On the live page the two torn halves of the ticket snap together, the page builds around it, and hovering flips it to the back. Below that, one real seller’s story explains the product with the interface set into the sentence
Live site: nation-site-xi.vercel.app
Concept work, not affiliated with Nation
The boarding pass idea for "JOB to OWN" is clever. Love that the ticket tears apart as the page builds.
i built this portfolio template in framer a few months ago, and it’s been exciting to see how much traction it’s been gaining lately!
it’s now #81 overall and #25 in the designer category on the framer marketplace, bringing in more views, reach, and commissions along the way.
sharing the case study here if you want to take a closer look at the project and see how it came together! 🙌
Huge congrats Max! #81 overall and #25 in designer category on Framer marketplace is no small feat 🚀 Framer templates that actually get traction + commissions is the dream. Well deserved!
