Our clients are often stumped when we say that insights are negative emotions. Their resistance to this takes some wearing down (for many, the acceptance is never complete). Insights & ideas work like lock & key. Insights are problems that ideas solve. However, the negative (insight) is not as evident as the positive (idea). Take...
What’s your summer vacation? 15 years ago at an ad fest at Jaipur, Ricardo Semler touched upon why schools have long summer vacations. (I had assumed it was to protect kids from the heat). Turns out, he shared, it is a practice from the agrarian era when kids were needed at the farms for harvesting!...
We don’t buy books, we buy wisdom …we don’t buy gifts, we buy love…we don’t buy gym memberships we buy health……we don’t buy vacation packages, we buy peace… we buy, buy, buy and then we realise…you can’t buy them…
Few years ago, during a lecture at Mica on emotional insights, a student asked me what no one had till then – ‘sir, isn’t this emotional exploitation and wrong?’ Taken aback, I responded that whether we liked it or not, emotional insights do drive human choices. And hence as marketers, not using them would be...
During presentations, workshops & lectures, I keep sipping water from a bottle to prevent mouth and throat dryness due to the talking. Sometimes, at the end of a session, as students approach me, often, someone or the other picks up my bottle and drinks from it. Though I do not react overtly, but I avoid...
Over the years, the purpose of a brand has undergone interesting shifts. From being a signifier of quality in the print lead era to an identity vehicle in the TV years, a coping mechanism during times of rapid cultural shifts to a force of greater social good as brand conversations move from being marketer driven...
Increasingly, as women assert their rights and resist patriarchal norms, an interesting phenomenon is evident. Men are beginning to create their zones or caves where they can get away from their politically correct selves and indulge in some good old-fashioned masculinity. Nowhere is this more evident than all male Whatsapp groups. The desire to recapture...