"Likhis Challenge"

To introduce the Ikkis original motion picture soundtrack to the global Indian diaspora, we developed an intimate short-form storytelling campaign rooted in the universal experience of distance and belonging. We briefed a curated group of diaspora creators to write and perform original letters on camera (addressed to family back home or to India itself) with the Sitaare soundtrack woven in as a quiet emotional undercurrent. The creative direction drew on the tradition of letters sent home by soldiers, reframed through the lived reality of South Asians abroad today. The result was a series of reflective, quietly powerful videos that felt personal rather than promotional — turning a film soundtrack into a genuine moment of cultural connection across borders.

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