Google X LBB
An offline-meets-online IP I created at LBB that secured a brand partnerhsip with Google.
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what was needed
LBB wanted to take its online positioning as India's fav neighbourhood guide and create immersive, real-world cultural experiences.
what i did
Developed this IP from scratch; literally scribbled the idea on a tissue at a cafe.
The idea for Cities Unknown came while watching Anthony Bourdain explore Delhi, and realizing I hadn’t seen half the places he was visiting.
I wondered what would it take for people to experience their own cities like insiders, not tourists?
That thought became a format: curated cultural walks paired with digital storytelling, designed for LBB’s curious, taste-driven community.
The pilot edition, Pujo in Delhi, took participants behind the scenes of Durga Pujo preparations—through hidden workshops, local pandals, and lesser-known parts of the city’s Bengali heritage.
The second edition, based in Old Delhi, secured a brand partnership sponsored by Google India to promote pedestrian discovery through Google Maps. We curated the walk through Old Delhi’s hidden alleys, food stops, and heritage sites, creating branded content that was later published on Google’s official Instagram.
We followed it up with Delhi by Cycle, a 4-hour ride through Lodhi Gardens, Sunder Nursery, Safdarjung Tomb, and more.
see also
