Research+Film+Culture Study

Format: Research-Based Film Series | 5 Short Films Role: Concept, Research, Direction Support Client: Lumiere & Unilever Description: WIMI is a series of five short films crafted to capture the rich diversity of India across its key cultural zones, North, South, East, West, and Central. Through interviews conducted, immersive visuals and grounded storytelling, the series highlights how geography, tradition, and social rhythms shape distinct lifestyles, habits, and consumption patterns. From food and fashion to digital behavior and daily routines, WIMI offers a multi-sensory portrait of what it means to live, thrive, and buy in different parts of the country, proving there’s no one India, but many.

Culture Study: WIMI (Winning in Many Indias)

Reframing a brand's approach to India’s diverse markets

Context

This project was commissioned by a client’s marketing team to better understand India’s cultural and consumer complexity. The aim was to challenge the assumption that one go-to-market strategy could work for the entire country. Instead, the project demonstrated that East, West, North, South, and Central India each carry distinct cultural behaviors, aspirations, and needs.

Approach

Ethnographic & Qualitative Research: Conducted on-ground conversations and cultural observation across multiple regions.

Consumer Behavior Mapping: Analyzed differences in aspirations, product use, and trust across demographics.

Framework Development: Built a strategic model to guide market entry and positioning that adapts to regional identities.

Output

We translated the research into five films that revealed India is not one market but many. Each film highlighted regional differences across East, West, North, South, and Central India, showing why localized strategies matter.

Western Cluster | Mumbai X Mumbai

Southern Cluster | Chennai X Chennai

Northern Cluster | Delhi X Delhi

Eastern Cluster | Kolkata X Kolkata

Central Cluster | Indore X Indore

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