What We Do

Key Global Projects

Leveraging "Big ideas" in culture to create brands.
Culture is the biggest source of innovation and stories.
Big brands play in the cultural macrocosm, not the category microcosm.
Big ideas are in life not in things.
Heads-up on where the world is going by building an evolutionary view of culture.
We call this Anthropology of the Future.
Fighting orthodoxy by gaining a new literacy in contemporary culture.
Bringing in the world outside the corporation to create culture-leading brands.
Experiencing new cultural ideas in first person through prototyping and live engagement.
Developing the rituals, role models, and symbols that create living-breathing brands.
Creating the tools, processes, models and capabilities that help brands drive business.
Culture-based innovation, reading into consumer insights through the prism of culture to create game-changing ideas and products.

Leveraging "Big ideas" in culture to create brands. Culture is the biggest source of innovation and stories.
Big brands play in the cultural macrocosm, not the category microcosm. Big ideas are in life not in things.
Heads-up on where the world is going by building an evolutionary view of culture.
We call this Anthropology of the Future.
Fighting orthodoxy by gaining a new literacy in contemporary culture.
Bringing in the world outside the corporation to create culture-leading brands.
Experiencing new cultural ideas in first person through prototyping and live engagement.
Developing the rituals, role models, and symbols that create living-breathing brands.
Creating the tools, processes, models and capabilities that help brands drive business.
Culture-based innovation, reading into consumer insights through the prism of culture to create game-changing ideas and products.

Brand platform and menu architecture to inspire New Product Development
Brand platform and menu Architecture to inspire Product Development
Crafting Coca Cola India GenNext Narrative and Platforms
Creating a new beauty brand by helping women fight self-censorship
Consumer and culture study to unlock demand for Classroom and Tuition Centre Products
Upgrading the food discourse and brand platform to consolidate market leadership
Mapping the emergent codes of Luxury to identify growth opportunities
Aligning Mountain Dew with the new codes of heroism and small town masculinity
Growing the market share by finding a new discourse for In-Home Coffee
Transitioning Star TV’s Channel V from music to a Millennial focused brand with an authentic cultural voice
New brand conceptualization to capitalize on the emerging opportunities created by evolution in consumer culture
Finding the new codes of content to inform new programming
Thought leadership for the entire spirits portfolio
Creating an innovation-focused brand platform and product architecture for the beauty portfolio

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