Yudhajit Mukherjee
Information junkie.
Anime enthusiast.
Built heritage aficionado.
Creative Director.
Constantly reorganising my bookshelf.
+ 91 8373987326
Mschief
The brand closest to my heart. A brand we built from the ground up, and delivered onto the world, while collaborating with the best clients ever. Mschief, from the house of TTK, is a revolution. A brand that empowers women to embrace their sexuality and close the 'pleasure gap'. It truly was a pleasure (lol) to conceive, write and shoot.
Along with Mschief, TTK also launched Love depot. India's largest sexual pleasure superstore. For every kind of pleasure accessory you can think of, delivered anonymously in unmarked packaging.
Thums Up X ICC
Worked with the Thums Up team on their biggest campaign of 2023, the ICC World Cup, of which they were the title sponsors. We started off the campaign by pitting Indians against each other - those who believed we'd win, and those who didn't think we had a chance. This division was deepened as we got
ex-cricketers, influencers and celebrities to partake in the debate - starting with a spat on X (formerly Twitter), and ending with a live debate, on Hotstar.
But what happened when the World Cup started? Well, we used AI to create videos in real time on social using Harsha Bhogle, to ensure that Thums Up was always a part of the conversation.
With every wicket, every boundary and everything in between.
Fanta
Fanta wanted to create short, social-first content around various quirky food associations with the drink. So we got Kartik Aaryan on board, and basically had a lot of fun.
Sprite
Super funny, super whacky. Sprite Friday Police was right on the money. And exactly what the client wanted - to create a ritual around Friday drinking.
Phillips
One of the most fun projects I've worked on. A mixer-grinder that doesn't make any noise, wanted to make some noise on TV. We obliged.
OLX
Gave the brand a new tagline (Set hai), and a cool, new makeover.
DishTV
An innovative CSR activity for DishTv, during the Kumbh Mela.
Created with my art partner at the time, Vageesh Gautam.
Maggi Masala-e-Magic
Maggi had been known across the country for being an Instant noodle. But it never was a serious part of the kitchen, or a part of the real lives and stories of Indians. The brand team at Nestle wanted to change that, and we delivered.
OYO
When the lockdown hit, the hospitality industry was hit the worst. After a few months, when the restrictions were lightened, the consumers were still scared. And OYO was fighting an uphill battle, to win back their trust. This was created at that time, overseeing the shoot over a Zoom call. Hoping for the world to open back up.