In the heart of the creative world, some stories aren’t about waiting for opportunities; they are about making the bold decision to create your own. Milind and Rajul Dhaimade, co-founders, Love & Faith, took this leap in 2010 by carving out their space dedicated to artistic freedom, innovation, and collaboration—values that have since become synonymous with their production and design company.

The genesis of Love & Faith

For Milind, the shift came after a fulfilling tenure in mainstream advertising as Everest Brand Solution’s national creative director.

“By 2005, I felt the job was becoming less ‘creative’, and more about managing clients and pitches than the craft,” he reflects.

His resolve to make films was now stronger than ever.

Rajul, his life partner and creative collaborator, felt a similar pull but took a different path. “As creatives, instincts come alive, but eventually work becomes more about management than personal expression,” she shared.

While Milind moved to a production house, Equinox Films, Rajul explored design at branding agency DYWorks.

A turning point came unexpectedly when an accident forced Rajul to take time off. Freelancing from home, she found space to experiment beyond client work. Nurturing her passion for meaningful design beyond commercial value, it was a revelation. “I began dreaming of projects that were fulfilling, not just commercially successful,” she said.

Milind’s path also shifted. Despite a prestigious position at Equinox Films, he couldn’t resist the call to go independent. Returning to theatre helped him reconnect with his creative roots, while Rajul found new ideas by exploring pure art away from client demands.

Their explorations led them to take a leap of faith.

“We realised we couldn’t wait for the perfect moment. We wanted to collaborate, experiment, and create our own work. So, we started our design and production house,” shared Milind.

Thus, Love & Faith was born — a space where artistry, design, and film converge, celebrating creativity as a journey of freedom, experimentation, and faith over commerce.

For Milind and Rajul, Love & Faith is more than a name; it’s a shared belief in authentic, collaborative, risk-taking work.

“We never had big plans—just the intention to create with love,” remarked Milind.

This philosophy has fuelled success, building a creative powerhouse where passion and collaboration thrive without corporate agendas.

“People keep coming back because they feel valued. We bring joy to the work we do, and that’s what makes the difference,” explained Milind.

Client milestones

Love & Faith’s first big break came when KFC approached them after Milind sent a treatment note that captured his vision.

Coming from advertising, Milind has always enjoyed writing treatment notes as a way to spark new ideas. He finds it an effective tool for helping clients visualise the concept they want to bring to life. Milind recalled thinking that landing a big client like KFC might be out of reach, but to his surprise, they secured the project. And from there, there was no looking back for the production house.

This led to more opportunities, including international work with Lebara, but it was their short film, Prakata Het Yad, that showed their boldness. “We did it for fun, not for an agenda,” Milind reflected.

Rajul, meanwhile, focused on meaningful projects, like branding for a Ladakh-based NGO – Snow Leopard Conservancy (SLCIT). Her vinyl sleeve design entry for the international Secret 7 project was selected and exhibited in the East London Gallery.

As Milind put it into words very well, “You can chase as much success as you wish, but if the journey isn’t enjoyable, what’s the point?”

This approach has led to loyal clients and collaborators who appreciate the integrity and joy Love & Faith brings to every project.

Milind’s experience with the Kurkure campaign was transformative, bringing new challenges and creative growth. The rebranding featured Parineeti Chopra with Kunal Kapoor, Boman Irani, Ramya and Farida Jalal—a dynamic cast that Milind needed to unite as a cohesive team. To achieve this, he met each actor individually before the shoot to share his vision and emphasise the importance of rehearsals, something the actors hadn’t expected.

“When I asked them to come early for rehearsals, they were taken aback,” Milind recalled. “But I told them, ‘I need you all to be involved—this will make the campaign work.’”

The approach paid off with a smooth shoot. The successful campaign, with multiple ads and teasers, became a milestone in Milind’s career, marking his adeptness in working with big-name talent.

Rajul praised Milind’s ability to manage multiple performances in a scene, emphasising his planning and precision.

Milind reached new heights with Tu Hai Mera Sunday, a film he wrote, directed and produced, which was on Netflix and now streaming on Disney+ Hotstar. The film has become a cult hit, garnering new audiences till today.

Milind highlights the Good Day campaign as a collaborative success with the agency and client. With its theme of celebrating small moments, the campaign’s 15-second spots stood out in a time of longer digital content.

Milind noted, “Agencies often struggle with shorter durations, but we mastered the 10-15 second ad, where every frame counts. The client was thrilled, and the campaign resonated with audiences, leading Good Day to return for more.”

One of Milind’s proudest milestones is the HP Diwali ad from 2022, which exceeded expectations and moved viewers worldwide, with phone calls pouring in from across the globe. “It became huge,” he said, with an awe-struck face. He recalls a similar response to the ‘The Times of India’ ad, where a child’s act of resilience resonated deeply with audiences.

Milind also worked closely with Saffola Masala Oats, where constant dialogue was key to building a solid partnership. “We did five or six rounds of virtual meetings to align on a 20-second spot,” he laughed, emphasising his dedication.

A similar approach led to the successful execution of a massive campaign for Tata Punch.ev which saw 13 commercials prepped and executed in two weeks. Milind said, “If my producers say it’s possible, I don’t question it. Despite initial nerves, the team delivered high-quality work without compromise.”

The Salesforce project featuring Rahul Dravid is among the production house’s recent work which presented unique challenges. Coordinating with local and international clients, the production house had to bring alive cultural nuances and adapt to Salesforce’s international image.

“It all came together wonderfully, making it a rewarding experience,” he shared.

An ethos of collaboration and impactful work

At Love & Faith, Milind emphasises the importance of respecting the creative process, ensuring that everyone involved, from agencies to clients to HODs, is positively impacted. “Whatever the script, we treat every element with care. When clients present us with challenges, we work together to find solutions, respecting everyone’s vision,” he said, underscoring the value of collaboration and mutual respect.

Producers Vikram Turkhud and Manoj Singh share this ethos, fostering a creative environment by collaborating with top talent. They ensure that each team member contributes valuable input and enjoys the process.

“We ensure the script’s creative demands are met, keeping the director focused on the creative aspects,” said the duo.

This clear division of roles and shared vision drives Love & Faith’s success, resulting in projects that stand out for their artistry and cohesion.

Beyond their dedication to work, they’re equally invested in transparency and collaboration with clients. Milind welcomes client discussions and endless PPMs if it means aligning everyone before the shoot. “It’s better to iron out issues beforehand than wait until post-production,” he said.

Today, Milind and Rajul have found a deeper purpose in culturally significant work. Rajul, as co-convener of The Mumbai Chapter of INTACH, engages in projects that preserve local heritage and support artisans.

In a field where ads often feel like mere products, Milind and Rajul focus on creating meaningful work that honours the craft, staying hands-on and accountable to their vision.

Milind concluded, “The message we want to send to our clients, to the world, is simple: We can find a solution to your problems without compromising on your vision. We’re here to make something meaningful, something that resonates, and something that lasts.”

Client speak:

Manifest reached out to brands and agencies that have closely worked with the production house, and here is what they had to say...

Ankit Gupta, group product head, Saffola Oats & Millets

Working with them is a true testament to the power of a positive, collaborative spirit in unlocking creative potential. This team embodies a rare blend of enthusiasm and dedication that fuels imagination and inspires breakthrough ideas. From the earliest discussions to PPMs, through every shoot day, and right up to the final presentations, their unwavering optimism and commitment to the project remain intact.

What truly sets MD (Milind Dhaimade) and his team apart is their strategic insight—every creative suggestion, no matter how ambitious, aligns seamlessly with the brand’s vision, showing their deep understanding of brand needs. Their energy isn’t just positive; it’s magnetic, energising everyone involved and setting a standard for what great collaboration should feel like.

Engaging with Love & Faith Films doesn’t just deliver remarkable results; it transforms your perspective on the creative journey. Their passion for excellence is genuinely contagious and could very well redefine the way you think about co-creation. Working with them is not just a partnership; it’s an experience that elevates the brand and everyone involved.

Sambit Mohanty, creative head (North and South), McCann Worldgroup

I love working with them because they always keep the faith - that’s ‘Love & Faith’ for you! Milind is a consummate storyteller who has this uncanny ability to coax great performances out of actors - celebrity or otherwise. And it shows in the wonderful work we’ve done together - be it the fun shorties for Britannia Good Day or our recent campaign for Salesforce starring Rahul Dravid. Also, he and his producer Vicky are genuinely great guys and who doesn’t want to work with great guys!

Nipun Sharma, senior director - marketing India, Salesforce

Working with Love & Faith on the Salesforce India campaign featuring Rahul Dravid has been an incredible experience. The team brought a perfect blend of creativity, and professionalism to every stage of production. Their ability to capture the essence of this campaign and translate it into engaging memorable content has made a significant impact on our audience. The videos have resonated well, striking the right chord with viewers and enhancing our brand’s trust and appeal. It’s been a true pleasure collaborating with such a talented and passionate team.

Ram Cobain, chief creative officer, Mullen Lintas

There are many things I love about collaborating with Milind, Vikram and the team. Milind (an ex-advertising creative leader himself), instinctively gets where the pivot of the problem lies. And what will unlock both growth and delight?

Milind gets the story from both sides of the table. He gets the communication idea and the brand. But he also gets the brand window. He will give his full attention to those swirling veggies falling in slow motion.

And then there’s this lovely thing: Milind is probably the only director who doesn’t mind multiple meetings with the client before the shoot. This, I found, is a masterclass in psychology. By willingly discussing the idea ad-infinitum (pardon the pun), he co-opts the client early into his treatment and gives them enough time to get comfortable with deviations. The actual PPM then, is not where surprises are sprung. On the contrary, it is where laughs are exchanged, with everyone feeling like they’re co-authoring what’s about to be shot.

Milind is quick with his ‘yes’, but also clear about his ‘no’. He will accept improvements easily but will also disagree unequivocally. And that’s because Milind thinks hard about what value he’s adding. He’s lifted our nice ideas to delightful ones. Be it in his overall treatment, the choice of music, the voiceover, or a small one. An unforgettable nod from his actors, here’s something in his films that you’d come back to see and enjoy.

Last, but just as important: Milind, Vikram and the team are such an easy bunch to work with. I’ve always believed that not just the output, but even the process of creating it must be joyous. With Love & Faith, you get just that.

Both our campaigns were critical for Saffola. Getting them right was critical for us. And that’s just what Love & Faith delivered.