This campaign for Myles Self Drive was created keeping in mind that men have a special relationship with their cars. So we treated owning a car like being in a relationship. Hence the concept of The Great Indian Break Up, where you enjoy travelling with literally no strings attached. We also made a template for the look and feel of communication for the brand.
When you are a challenger brand what do you do to get noticed? You create a buzz in the market and question what is considered normal.