India's mountainous regions are quickly disappearing as industry destroys them for new infrastructure, mining, and commercialization. For local villagers who live nearby it is not only disrupting their way of life, but since mountains are sacred places, their faith is being lost, so to speak. Thankfully, Fuji Mountain Bikes saw a common love between mountain bikers and faithful alike and decided to do something about the problem. As India is a deeply religious country, no one would dare destroy a temple. So Fuji and its team of bikers went up to the mountain and built one. The end of this film sums it up best. In this case faith didn't move a mountain. It kept the mountain from moving.
Client: Fuji Mountain Bikes
Agency: Interface/FCB Ulka
Senior Copywriter: Nitin Menon
Creative Supervisor: Pankaj Gharde
Senior Creative Director: Manish Ajgaonkar
Group Creative Director: Sridhar Rajagopalan
Chief Creative Officer: Robby Mathew