Anmol Karnik on Directing Raft Cosmic EV's Electrifying TVCs with Sourav Ganguly

Raft Cosmic EV has made waves with its latest series of three TVCs, showcasing its electric bike range—Warrior, Zanskar, and Magnetic. The campaign is a result of Raft Cosmic EV’s collaboration with Morfeus Films, a leading production house known for crafting impactful and innovative commercials.

Conceptualized, written and directed by ad film director Anmol Karnik, partner and panel director at Morfeus Films, the campaign combines creativity, strategy, and a touch of celebrity star power. The films feature cricket legend Sourav Ganguly and aim to strike a chord with a diverse audience while carving a niche in the highly competitive EV market.

Crafting a Unique Campaign in a Crowded EV Market

Speaking about the campaign's distinctiveness, Anmol shared, "The Raft Cosmic EV team brought an incredible passion and clarity to the project, which was evident in their focused brief. The Warrior is for versatile everyday use, the Zanskar targets families, and the Magnetic merges retro charm with cutting-edge tech. While each bike appeals to a different segment, the core message is simple and clear, making it easier to craft impactful films that resonate with diverse audiences."

The presence of Sourav Ganguly added an extra layer of credibility and trust to the campaign. However, as Anmol pointed out, the focus wasn’t just on star power but on connecting with everyday moments. "Blending Dada with real-life usage of the bikes was crucial. The idea was to forge a personal and relatable connection with the audience through familiar scenes like a mother dropping her daughter to school or a delivery person completing a run."

A Seamless Blend of Celebrity and Realism

The TVCs skilfully transition between shots of Sourav Ganguly and the bikes in action. Anmol explained the creative approach: "We designed a set that combines elements of a futuristic bike showroom with a game-show vibe. This was to evoke the feeling that owning a Raft Cosmic EV makes you a winner. At the same time, we grounded the films in reality by showcasing everyday scenarios where these bikes truly shine."

Distinctive Visual and Musical Elements

Each film in the campaign boasts a unique identity, crafted through its visuals and music.

The Warrior: With its striking red colour, this bike is presented as the perfect choice for dynamic, everyday use. "We used a red palette to signify passion and paired it with upbeat, energetic music to reflect the pace of daily life," Anmol shared.

The Zanskar: Focused on warmth and family connections, this film features warm tones and mellow music, resonating with its intended audience of families and young couples.

The Magnetic: Combining retro charm with modernity, this bike is highlighted with a blue palette and desaturated road shots. Anmol credited the client for suggesting fusion Indian music, which he felt was a perfect match: "It beautifully blends old-school charm with contemporary vibes."

A consistent highlight across the films is the sign-off tune, inspired by a game show finale, tying back to the overarching concept of winning with Raft Cosmic EV.

Collaborating with Sourav Ganguly

Having worked with Sourav Ganguly on several projects, Anmol describes the experience as seamless: "Dada is a joy to work with. He’s so effortless on camera that I sometimes forget I’m directing a cricketing legend. It’s always a pleasure collaborating with him."

What’s Next for Morfeus Films?

As for what’s in the pipeline, Anmol revealed exciting developments. “Our latest TVC featuring Saif Ali Khan has been met with an overwhelmingly positive response. Over the past few months, I’ve had the opportunity to direct multiple campaigns with Sourav Ganguly, as well as projects featuring John Abraham and Arjun Kapoor. We’re also in discussions with other brands, and while I can’t share specifics yet, there’s a lot to look forward to.”

About Morfeus Films

Based in Juhu, Mumbai, Morfeus Films is a leading production house known for crafting innovative and impactful advertising films. Click here to contact Lloyd (partner and business head) at Morfeus Films.

Watch the Campaign:

For more of Anmol’s latest work, click here.

Also Read: Saif Ali Khan roars in a spectacular TVC directed by Anmol Karnik