News

Indian Editor Kartikye Gupta, popularly known for his seamless, immersive editing skills across various genres of series, recently added a global milestone to his portfolio. Having edited T-Mobile’s latest Super Bowl advertisement featuring the legendary pop band Backstreet Boys, the film showcases a clean mix of nostalgia and performance, aired during a globally celebrated sporting event.

The campaign deep dives into the appeal of the ’90s band, using their classic “I Want It That Way” as a cultural anchor. The narrative moves between performance, crowd energy and brand storytelling demanding an edit that one can reflect with while keeping it time-bound.

Gupta has been known for bringing the balance seamlessly together. The film cuts between spectacle and intimacy without losing pace, holding viewer attention while letting the music and moments land. In a format where every second is scrutinised, the edit plays a key role in delivering both recall and engagement.

Speaking about the editing opportunity for a globally celebrated product, Kartikye Gupta reminisces, “Super Bowl spots are a completely different ball game for advertising. It demands precision in hitting the right cords of emotion and immersing thousands of people at the same time in a very short span of time. The idea is to keep the commercial condensed, simple and the energy flowing for people to feel and be in the moment. It was a one-of-its-kind experience that I will cherish for a lifetime.”

Super Bowl advertising remains a crucial event for global brands given its widespread visibility and cultural immersion prospects. The project has led Gupta to be one of the leading Indian talents excelling in the creative field internationally, especially in campaigns of scale.