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Project Title: Coca-Cola x Alcheringa | "Mithaas Hojana"
Roles: Producer & Lead Editor
The Vision:
To announce Coca-Cola as the co-title sponsor for Alcheringa 2026 (IIT Guwahati), I produced and edited a narrative-driven reel that moved away from traditional "ad-style" marketing. We focused on the concept of Mithaas (Sweetness), positioning the brand as a silent witness to the fleeting, beautiful moments of campus life.
The Poetry (Summary):
The narration uses "sweetness" as a metaphor for love and memory. It explains that while the physical taste of sweetness is temporary, the emotional impact is "golden" and permanent. The poet argues that Prem (Love) expressed through waiting, remembering, and imagining-fills the voids of life, ensuring that a beautiful moment never truly ends, but rather lives on in every future experience.
Production & Post-Production
Production Management: As the producer, I oversaw the project from conceptualization to execution, ensuring the "slice-of-life" aesthetic aligned with both the brand's identity and the festival’s cultural vibe.
Visual Storytelling: We utilized the natural, hazy night-time environment of the IITG campus to create an intimate atmosphere, using low-light cinematography to emphasize the warmth of the shared moment.
Post-Production & Editing: I led the editing process, focusing on a rhythmic, slow-burn pace that matched the cadence of the Urdu-inflected poetry. My goal was to create a seamless flow between the brand placement and the emotional narrative, using sound design to enhance the sense of nostalgia.
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