MG CYBERSTER
From EV Launch to Cultural System
Brand Launch · Always-On Content · Land Speed Film · Partner Creative Direction
MG needed more than a product launch. The Cyberster was a statement - an electric roadster arriving in India at a moment when EV culture was still forming. The brief was to launch the brand and the product simultaneously: build awareness for a car that most people hadn't seen, in a category that most people didn't fully understand yet
The Shift
EVs were sold as efficient and responsible.
Performance still belonged to combustion.
No brand owned thrill in the electric era.
The Idea
Make Cyberster a signal of progressive thrill.
Not a product.
An identity.
The System
A multi-layered cultural system:
Narrative → cinematic storytelling
Culture → creators + artists
Space → showrooms as galleries
Innovation → AI-led storytelling
Electric, reimagined as instinct.
We removed the language of responsibility
and replaced it with pure sensation.
Speed felt immediate, not engineered
Movement was fluid, not mechanical
The car was experienced as a response, not a machine
LandSpeed Film
A cinematic launch film reframing electric performance as instinct and velocity
→ Positioned Cyberster as desire, not responsibility
Always-On Content System
Sustained storytelling across formats extending the idea beyond launch
→ Maintained narrative consistency across touchpoints
Media Drives
Real-world driving experiences translating the idea into physical interaction
→ Bridged narrative with lived product experience
WHAT CHANGED
Cyberster moved from a product to a cultural signal.
EV → desire, not responsibility
Performance → feeling, not engineering
Campaign → system
Audience → participants