BEFORE TIME. BEYOND DESTINY.

Traditionally, in India, the pursuit of wealth and success was looked upon as something to be ashamed of, as unworthy. And yet, to a changing demographic, money gives you the power to follow your dreams and give your loved ones security and comfort. Wealth is now increasingly seen as a sign of ambition and drive. That is precisely the insight we chose to tap into.

We relaunched CNBC Awaaz, a major television business channel in India, by taking well-known adages and turning them on their heads. The channel spoke to a young, restless, stubborn India that was tugging at the boundaries, eager to succeed, eager to make money and eager to fly.

Agency
McCann, Mumbai