Creative Strategy
Video Production
Creative Direction
Brand Partnership
Cities Unknown is an original omnichannel IP editorial series I built at LBB, from pitch to pilot. Designed to amplify LBB’s brand positioning as one of India’s leading online lifestyle platforms, it was aimed at India’s growing base of curious, culture-first explorers. The series blends offline experiences like walking and cycling tours with editorial storytelling, social content, and brand collaborations.
LBB was known for recommending “where to go” and “what to do” online, but needed a flagship experiential format that could build deeper community engagement and turn followers into community members. The goal was to create a scalable, sponsor-friendly IP that extended LBB’s editorial credibility into real-world immersion.
I conceptualised and produced Cities Unknown as a hybrid content-meets-experience IP, anchored in “if you know, you know” subcultures. We launched with a Durga Pujo BTS walk in Delhi, giving users access to idol-makers’ workshops before the festival season. After each event, we amplified the story through reels, articles, and photography across LBB’s social handles. The success of the pilot led to a brand-sponsored edition by Google India, where we designed a custom walk in Old Delhi to promote pedestrian discovery using Google Maps and produced branded content for Google India’s social media channels.
⦿ 1.5M+ impressions across content formats ⦿ 2,000+ community member sign-ups across editions ⦿ Branded video content featured on Google India’s social media pages ⦿ Brand partnership with Google to promote cultural exploration via Google Maps ⦿ Helped reposition LBB as a culture-first brand, rooted in authentic exploration and community building
