When Pantaloons, a flagship brand of Aditya Birla Fashion and Retail Limited (ABFRL), approached us to craft a video for their new store launch at Jain’s Balaji Bigtown, Malkajgiri, the brief was clear: keep it consistent, brand-aligned, and fast. What began as a single assignment quickly evolved into a standardized video format that would be replicated across every new Pantaloons store launch in South India for the next 1.5 years.
Structure with Purpose
The video format was tightly scripted to showcase key in-store categories with a structured sequence:
- Aerial views of the locality to establish store location.
- Walkthrough from mall entrance to Pantaloons.
- Strategic text overlays: “Play with Fashion”, “The Wait is Over”, and launch location details.
- Clearly framed brand boards and mannequins by section—Women Ethnic, Western, Men’s, Kids, and Accessories.
- Brand mentions like Rangmanch, Akkriti, Ajile, SF Jeans, Bare Denim, Pantaloons Junior, and more.
- A brisk walkthrough of the entire store followed by a call-to-action and brand sign-off with Pantaloons and Aditya Birla Group logos.
"Creativity doesn’t always come from freedom—it often thrives under constraint. With Pantaloons, the real challenge was consistency at speed, and that’s exactly where our process became our superpower."
Navjyoth Kumar
Shooting with Surgical Precision
Given Pantaloons’ rapid store rollout cycles (often with just 1–2 days between stock setup and launch), our team had to develop a shoot-to-edit pipeline that allowed zero room for delays:
- Shooting schedules were structured to wrap in under 2 hours, with a strict focus on capturing only what was essential.
- Shots were limited in type and quantity—2–3 clips per brand, one B-roll transition per category.
- Unnecessary clips were deleted on-site to eliminate post-production culling.
Post-Production: Speed Meets Consistency
All videos were cut from a pre-developed Premiere Pro template:
- Pre-set lower thirds and text treatments.
- Each new video only required brand asset swapping and a new background track (always under 120 BPM to ensure brand-appropriate energy).
- No color grading beyond basic corrections—ensuring turnaround within 48 hours.
This ultra-efficient system became a blueprint for remote teams in Kerala and elsewhere, helping maintain ABFRL’s launch timelines and ensuring brand consistency.