For the India launch of Audi’s Q5, the goal was to break convention — in format, location, and experience.

Set in the soaring marble-clad lobby of One Indiabulls Centre — a space not yet open to the public — the event mirrored Audi’s design language while challenging every technical limit. With narrow spatial geometry and soaring ceilings, the creative approach transformed constraints into features.

Key highlights included:
The first Indian integration of AquaScript — water-based kinetic display tech that evoked motion and engineering precision

A dual-format event: press launch by day, immersive brand showcase by night, each with bespoke content arcs

A narrative experience centred around “Time, Space and Self”, featuring spoken-word, live fashion, and original music — building toward the car reveal

Technical complexity, architectural sensitivity, and brand philosophy converged to deliver a high-recall launch that aligned perfectly with Audi’s mantra of “Vorsprung durch Technik.”

“This didn’t feel like a launch. It felt like brand architecture in motion.” — Internal feedback, Audi India