Digital branded content is gradually gaining momentum in India, with only a handful of brands that have venturing into the space. India has been exposed to branded content in the past, but digitally speaking the space is still realizing its true potential.

We used a first-person approach to illustrate the narrative. The protagonist that told the story was part of Be The Local Tours, a homegrown Dharavi initiative. We used this approach to enter Dharavi, shooting a video that showcased the depth of a community while simultaneously giving the viewer an insight into a business idea that took off based on the very premise of Look Inside.

The campaign was met with tremendous appreciation and the elements nascent to India’s cultural footprint were amplified manifold through Intel’s interpretation.

In one month, the video garnered over 300,000 unique video views organically.