To introduce India’s first 24x7 indie music channel, the objective wasn’t a red-carpet event — it was to express belonging.

The creative solution: a vertical, section-cut house — styled like a lived-in dollhouse — where bands played in fully designed bedrooms, kitchens, and lounges. Built inside Mehboob Studios, the space layered visual narrative with functional performance.

From the hand-tagged entry fence to the rickshaw photo booths and snack bars styled as flatmate fridges, every detail was choreographed to feel intimate, ironic, and inhabited.

More than a set, it was a spatial story — one that positioned Pepsi MTV Indies as not just broadcasting indie culture, but living inside it.