XM, a leading trading platform, sought to create a campaign that seamlessly blended humor, relatability, and cultural storytelling to enhance brand recall. The objective was to showcase XM’s superior trading experience through a fresh and engaging concept that would make complex trading features accessible and entertaining.

The challenge was to craft a campaign that resonated with diverse audiences while embedding XM’s unique selling points—innovation, ease of use, and inclusivity—into the narrative. The solution had to be visually compelling, humor-driven, and ensure that XM’s brand message remained at the forefront.

Our creative approach was to transport the timeless wit and wisdom of Emperor Akbar and Birbal into a modern-day setting. Known for their sharp problem-solving and humorous exchanges, Akbar and Birbal became the perfect duo to introduce XM’s trading solutions in a way that felt natural, entertaining, and culturally familiar.

Each film in the campaign revolved around a unique, absurdly humorous setting where Akbar and Birbal encounter contemporary trading dilemmas—whether in a courtroom dispute, a roadside chai stall, or a corporate office meltdown. The humor stemmed from the contrast between Akbar’s old-world grandeur and Birbal’s ability to smoothly integrate XM as the ultimate trading solution.

A key branding device used across all three films was the repetition of “XM?” whenever Birbal introduced the platform. This auditory cue reinforced brand recall and made XM synonymous with modern, stress-free trading.

The films were designed with a visually engaging yet minimalistic approach, ensuring that performances remained the focal point. A consistent cinematic language was maintained across all three films, using a mix of static and dynamic camera movements to enhance comedic timing. The color tones and production design complemented the humor while keeping the settings authentic and relatable.

Casting played a crucial role in bringing these iconic characters to life with strong comedic timing. The narrative structure ensured that XM’s brand integration felt seamless rather than forced, making the product’s benefits an organic part of the storytelling. Overall, the campaign successfully balanced humor, culture, and brand messaging to establish XM as a superior trading platform.

The films were designed with a visually engaging yet minimalistic approach, ensuring that performances remained the focal point. A consistent cinematic language was maintained across all three films, using a mix of static and dynamic camera movements to enhance comedic timing. The color tones and production design complemented the humor while keeping the settings authentic and relatable.

Casting played a crucial role in bringing these iconic characters to life with strong comedic timing. The narrative structure ensured that XM’s brand integration felt seamless rather than forced, making the product’s benefits an organic part of the storytelling. Overall, the campaign successfully balanced humor, culture, and brand messaging to establish XM as a superior trading platform.