Bespoke Creative Agency & Production House

BUILT
FOR THE
FEW

Fewer pieces. Greater permanence. Unrivalled impact.

See the Work Get in Touch
Welcome to the Lab

WE DON'T
JUST MAKE.
WE DISTILL.

250M+Impressions Delivered
50M+Views, Single Reel
30+Deployable Assets

Built by artists and informed by strategists, we treat storytelling as disciplined craft and construct narratives with precision and permanence.

Within the Lab

THE
STRUCTURE

01
Birla Labs
Agency — The Strategic & Creative Practice

Where brands are chosen, positioning is defined, and campaign direction is formed. Ideas are developed, tested, and resolved before they move forward.

Advertising here is authored with intent. This is where the idea is conceived.

02
Birla Productions
Studio — Founded as a Narrative Studio

From films and digital formats to immersive environments and experiential spaces — execution carries the same narrative rigour that shaped its origins in cinema and music video.

Advertising is not output. It is a medium. This is where the idea becomes tangible.

What's in the Lab?

OUR
PRACTICE

01 — The Briefing

Brand Insight & Narrative Architecture

We determine what a story stands for, why it matters, and how it should move.

02 — The Authoring

Concept, Script & Visual Direction

Translating strategic clarity into ideas ready for execution. Where intent becomes form.

03 — The Making

Full Production & Delivery

From shoot to edit, grade to sound. Every element handled with full oversight. First frame to final delivery.

04 — The Extension

Cross-Format Narrative Extension

Film, digital, social. Consistency of tone. Integrity of expression at every touchpoint.

05 — The Originals

Branded Intellectual Property

Original IP developed with longevity in mind. Stories designed to exist beyond a single brief.

06 — The Partners

Strategic Partnerships

An ecosystem shaped by alignment, not volume.

Films Ahead — Our Lab Reports

SELECTED
WORK

Branded Film · Automotive · Audi India

Moments Before Moments

Audi Q7 · Before the vows, there are drives.

Watch on YouTube
Short Film · Straight 8 India · Super 8

Paradiso?

Dir. Ayush Chandwani · Curta8 International · Brazil 2025

Watch Film Festival Selection · Curta8
YouTube Fanfest 2025
Social Content · Creator Marketing · YouTube India

YouTube Fanfest 2025

Content Manager: Varad Ralegaonkar · 250M+ impressions

Reel 01 Reel 02 Reel 03
Alila Diwa Goa — Hyatt
Branded Campaign · Luxury Hospitality

Alila Diwa Goa

Hyatt · 5-star luxury resort · Majorda, South Goa

View Property
Ramayana — virtual production
Ramayana · Film Still
Feature Film · Virtual Production · IMAX

Ramayana

Motion capture · Unreal Engine · VFX by DNEG

Diwali 2026
Unscripted — Indian Film Project
Unscripted · IFP
Short Film · Indian Film Project

Unscripted

Dir. Sudarshan Birla · Multiple Best Film nominations

Best Film Nominee
YouTube Fanfest 2025 — Social Content

250M+ IMPRESSIONS

Creator-led social content produced and directed by Varad Ralegaonkar — featuring Farah Khan, Sourav Joshi, GamerFleet, Scout, Thugesh and Payal Gaming.

Fanfest Reel 01

Instagram · 2025

Fanfest Reel 02

Instagram · 2025

Fanfest Reel 03

Instagram · 2025

Instagram embeds require login in production · Direct links always work

Behind the Lens

INSIDE
THE LAB

On set. In the edit. Between frames. A practice built not around outputs but around the relentless refinement of craft at every stage.

Director's monitor

Director's monitor · On set

Director's monitor

On Set · Location
Camera setup

Camera setup · Pre-roll

Camera setup

Pre-Roll
Lighting

Lighting design · Gaffer

Lighting design

Gaffer · Grip
Mocap

Mocap · Vicon stage

Motion capture

Vicon · Unreal Engine
Edit suite

Colour grade · Edit suite

Colour grading session

Edit Suite · Post Production
Sound

Sound recording · Studio

Sound recording

Score · Mix · Master
Playback

Playback review · Director

Director's playback

Review · Iteration

Replace src paths with your images · Recommended: 1200×900px minimum

Meet the Makers

THE
COLLECTIVE

A highly selective collective of filmmakers, innovators, visual artists and strategic minds operating at the very top of their disciplines.

Chief Executive Officer

Sudarshan Birla

A storyteller by instinct and technologist at heart. Multiple Best Film nominee at the Indian Film Project. Formerly Head of Media Production for TEDx and national entrepreneurship forums. Leadership at Sunbird Films, IFT Media, TVF and Studio 4 Perf.

Operates at the intersection of product thinking and cinematic craft.

Creative Director

Ayush Chandwani

Agency-trained at Leo Burnett and Publicis. Worked within Cannes Lions and led juries in Film & Entertainment — the only Indian based in India to have done so. Straight 8 India entry nominated at Curta8, Brazil.

Insight into evaluation criteria that cannot be bought.

Why the Lab?

THE
STANDARD

In recent years, campaigns have grown faster and louder, but not necessarily stronger. Optimisation replaced authorship. Visibility overtook substance. The Lab exists to restore seriousness to brand work.

I

Iteration is Discipline

Ideas are examined, tested quietly, refined without ego, perfected without rush. We don't just make — we distill.

II

Authorship Over Output

We pursue only work that has the potential to become the most definitive campaign a brand will ever create.

III

Platforms, Not Moments

Crafted with such precision and intent that work begins to function as a platform rather than a single campaign moment.

Brands

TRUSTED BY
THE BEST

YouTube

Uber

PVR Inox

SuperYOU

Hyatt · Alila

Audi India

District by Zomato

Having Said That

AN INVITATION,
NOT A PITCH

Be our Client & we arrive with intent

The Move is Yours →