Mumbai: V. Sunil and Mohit Dhar Jayal, the men behind the fabulous campaigns for brands such as Make in India, Incredible India! Indigo and Royal Enfield have called it a day at Wieden + Kennedy, the American advertising agency they helped set up in India nine years ago. The duo, along with Rahul Bhatia, the promoter for InterGlobe Aviation Ltd (Indigo Airlines), have launched Motherland Joint Ventures Pvt. Ltd.

Motherland, an initiative which started out as a beautifully produced magazine covering Indian pop culture during the duo’s stint at W+K India, will now broaden its scope to operate in lifestyle-related product categories, including consumer products and urban regeneration projects, the first of which is already underway in Jodhpur.

Under this, the company is looking to restore some old havelis to make them into boutique hotels and retail spaces, as well as restore public spaces such as the step well. “The idea is to create spaces, and promote tourism, culture and shopping for people to enjoy. Unfortunately, like everything else in our country nothing is packaged well. So our endeavor will be to package, design and present to the world, what India has to offer," said Sunil, director, Motherland.

In a natural extension of its main brand, Motherland will also be involved in culture-related projects such as publishing, film, art and music. The product line, which is also an integral part of this initiative, is currently in the development phase. “So, it could be anything from a toy plane to an actual plane, to even cities. Our job is to bring best in class practices from all over the world to participate and help execute projects," said Sunil.

Between them, Motherland’s founders represent a good mix of business acumen and branding expertise: Sunil and Jayal, the former executive creative director and managing director, respectively, at W+K India, helped build India’s most successful global brands, while Rahul Bhatia holds leadership positions in several companies in the travel and hospitality industry such as InterGlobe Enterprises. The team will be joined by Bejul Somaia, managing director of Lightspeed India Partners, who will come on board as an advisor.

Motherland’s mission is to create globally competitive brands of Indian origin by collaborating with like-minded organisations and individuals in the pursuit of profit and social progress.

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