It started as a beverages company
which brought back many of the traditional Indian drinks
that were on the verge of being forgotten by millennials
because of the wide availability of soft-drinks.
As Paper Boat's drinks reminded everyone of their childhood,
its baseline came to be 'Drinks and Memories'.
It was a rare brand where work never felt like work
because all it required was taking nostalgic trips down the memory lane.
And that's why it was mad fun working on it.
The biggest joy of writing for Paper Boat came from
their press ads for IndiGo airline's in-flight magazine.
Unlike other run-of-the-mill ads, these were childhood memories
penned down like poems written by a kid.
We were always making sure
whatever we did for the brand
was just as refreshing as the drinks.
The first television commercial I ever worked on.
A song we wrote for all the bummers
the festival of Holi throws at you
along with the colours.
Some memories here of Indian train journeys.
The last thing I worked on before quitting the agency -
a tribute to a legendary actor and my favourite playwright.
