‘Red in your Head’ is what the film was titled and so it was! A 5-min film promoting RED FM, a new FM music channel launched by the India Today Group. The film was targeted at advertising agencies and clients and was meant to reflect the positioning & facilities the channel offered.

We used the red overtone as a treatment to heighten the communication. The diagonal frames and edit pattern too reflected the hip positioning of the channel which launched with a pure Western selection of music but very quickly having to move over to Hindi!