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There are many reasons why we like or dislike our jobs. The kind of boss, the organization culture, the work hours, the pay package… In a recent insight workshop, we had a chance to reflect on this and it lead to an interesting perspective. I like a job because I like who I become when...

While reading a fascinating analysis of the impact of the nuclear attack on Japanese Anime films, reminded me of a project we did a decade ago. This article mentioned the recurring theme of orphaned kids (sometimes puppies and bear cubs) in Anime coming from the personal experience of many Japanese losing their parents to the...

It is said that animals reaffirm their connections by touching members of their clan. Human language emerged as a substitute for touching because the clan size grew too large for touching. We began speaking to ‘connect’ & reaffirm bonds. ‘Keep in touch’ is still how we refer to keeping relationships alive. An AT&T campaign said...

The Amitabh-Shashi duo featured in many hit movies of the 70s & 80s. Parveen Babi, often the heroine. An analyst once called Shashi Kapoor the ‘real Parveen Babi’ in Amitabh movies. Pointing at the centrality of their bromance in the movies. Consider an insight into this from understanding the core TG for these movies. The...

A couple of days back I was seeing this movie on TV and my house-help who is a big movie buff joined in to watch. End of the movie I asked her how she liked it. She said – ‘I liked it, how she hits her husband back’. (‘neejer shaami ke deelo’ in Bangla) Interesting...

In Indian cinema, TV, stand-up comedy, you notice the rise of performers who not only are from small-town India but actively use reference material from life back there to great success. Interestingly, their audience is often the relatively well-heeled elites of India, living in the larger metros. The ‘people like us’ (PLUs) as they are...

A classic ad for Chivas Regal, using brutal humour to suggest you might lack the pedigree for the brand. Have you ever wondered why ‘aspirational’ advertising and brand building works? Seems too obvious to even ponder over the question, right? Here’s an interesting #culture lense. Much of human culture is shaped by the elite. (Hence the use...

#Insights – why? #innovation – why not? Both are connected with culture. Insight is about understanding culture, innovation is about challenging what thus far has been a norm.

If you have to brand a fruit juice that is commonly available, you might think you are stuck with a commodity. The only hope is to get the taste, price and distribution right and accept a commodified, fragmented market with no real consumer preference for a brand. Except when you see how two brands have...

My household help for the last 12 years leaves for her annual vacation to her village every year, arranging a standby help for me. On returning, every time, she gets into a fight with her substitute, berating her for shoddy work, continuing to grumble for a few days after return. It would upset and baffle...