athlete brand building, content strategy & partnership scouting
Abhay Mohan Racing
Deliverables
Brand Identity
Social Content Strategy
Original Content Production
LinkedIn Channel Development
Partnership Scouting
Timeline
3/8/24
Present
2
global creator collaborations
1
Project Brief
Our work with Abhay Mohan began with a clear challenge. While his on-track credentials were established, the 2025 season would see him away from active racing. In motorsport, absence from the grid often risks loss of relevance, momentum, and commercial interest.
The objective was to ensure Abhay’s profile remained active, credible, and forward-facing during an off-racing year. This meant building legitimacy through storytelling, allowing him space to articulate his journey, and positioning him for future partnerships despite not competing that season.
The brief extended beyond visibility. Abhay needed a brand foundation that could carry him through a transitional year while opening doors to conversations, collaborations, and long-term opportunities.
2
Process
We began by creating a custom logo mark that reflected Abhay’s personality and racing identity, giving him a visual anchor he could consistently build from. From there, we developed and produced original content with Abhay, focused on clarity, authenticity, and narrative depth rather than volume.
A key strategic decision was opening and actively building Abhay’s LinkedIn presence. The platform was chosen deliberately to help him reach a more serious, industry-facing audience while also improving his confidence on camera. Content was structured to encourage articulation of thought, perspective, and personal story, not just performance highlights.
Our approach prioritised strategy over scale. By understanding attention economics and platform algorithms, we ensured that content produced in-house consistently outperformed material shot by external production teams. The focus was on pacing, framing, and intent, rather than high-gloss execution.
Parallel to content, we actively scouted opportunities for Abhay to tell his story through external creators and brands that aligned with his values and long-term positioning.
3
Results
Built a cohesive brand identity for Abhay, providing a clear visual and narrative foundation during a non-racing season.
Reached over 20,000 accounts organically and added 500+ followers within a four-month period.
Successfully launched and positioned Abhay’s LinkedIn channel to engage a more professional, decision-making audience.
Delivered original content that consistently outperformed content produced by larger production houses through strategic execution.
Secured features with two global creators, enabling Abhay to share his story with new international audiences.
Facilitated a commercial collaboration with Super You, the protein brand founded by Ranveer Singh, marking a significant lifestyle and commercial crossover.
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