How it started
Jomin Tomy — founder of Eleven:11 — made the first move. He got the initial meeting with Lulu Kottayam's manager and opened the door. Then for the second meeting, me and Hridhin — co-founder of Eleven:11 — walked in and explained what we do. It felt like an interview. Questions. Scrutiny. They connected us with Lulu's head office. And then — we got the work.
About the client
Lulu Kottayam and Y Mall are part of the Lulu Group — one of the largest retail conglomerates in Kerala and the Middle East. Getting a creative brief from Lulu isn't just a project. It's a responsibility — the brand has a massive loyal audience, high production standards, and zero margin for average work.
What we delivered
- Monthly creative content — posters, reels, social posts for Lulu Kottayam & Y Mall
- UGC-style video content for campaigns
- Offer introduction videos — location-based shoots across Kottayam
- Concept ideation for campaign videos — both concepts were mine
- On-screen performance — played lead roles in both concept videos
- Full-day production coordination — crew, shoot schedule, delivery
The two concept videos
Broker — "Keshu Maman"
"Sugu" — Lulu On Sale
The team behind it
Great work doesn't happen alone. Every frame, every scene, every deadline met — it was a full crew showing up and delivering. This is who made it real.
Eleven:11 Services — Agency
Production Crew — Video 1 (Keshu Maman)
A concept is only as good as the crew that executes it. Every person on this list showed up — sometimes through the night — and delivered work that a brand like Lulu was proud to put their name on. That's the Eleven:11 way.
The Lulu On Sale shoot — behind the scenes
This was a 3-day challenge. One concept. One offer intro video. One full shoot day. Here's how it went:
What this engagement was really about
This wasn't social media management. This was walking into a room with one of Kerala's biggest retail brands, pitching our thinking, winning the work, and then delivering consistently for close to a year — from monthly creatives to heli cam shoots to concept videos shot through the night.
The idea for both concept videos came from me. The execution came from an incredible team. That's what a creative strategist does — they don't just brief the agency. They show up, get in front of the camera when the idea needs it, and stay until 5am when the deadline demands it.
Want this kind of thinking for your brand?