VIP was launching a new youth product and brand. Footloose. It was a satchel for college kids. I created a series of TVC’s that connected so strongly with the youth across India that the stocks ran out and they had to manufacture more bags to meet the demand. The music for the commercial was exceptional and was created by Vishal and Shekhar. The track was first supposed to be in English but we decided to convert it into Punjabi.

The client did not know. I called the client from the recording studio and said we were doing this and it would really change the level of the commercial. He was hesitant at first but he trusted me and allowed it. The music became very popular and youth were downloading it as their ringtones. Footloose got the status of becoming a cult brand at the time.