“The best way to predict the future is to create it.”


A walk down the city streets during the after-work hours these days, would show you a very different life of the hardworking labour class. Low cost smartphones and the latest revolution that was brought in by Jio has given all of them an access into a whole new world of entertainment and information that is creating aspiration in the section of our society that was never pulled in the economy. Though as single units, they might not look like a big change, but even a proportion of the 80 million migrant population can collectively change the face of consumption patterns in the country. Smart phones single-handedly have led to a revolution around us; the target groups are evolving, touch points for brands are changing, shopping pattern are way different, accessibility and experience are the new parameters for quality, but the world of advertising has failed to catch up with the pace of innovation.

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As any new pathbreaking technological evolution is accepted by people, the brand powerhouses start adapting themselves, they are followed by the marketing firms who tweak their strategy as per the brand’s need and then the advertising companies move towards the change only when pushed. Ad-agencies are not pre-empting the changes and adapting themselves but are being the laggards, and this gap could be as much as 2 years! In an era when technology is changing with the blink of eyes, 2 years is enough of a time to make you irrelevant and you may be consumed by what is being termed as ‘Digital Darwinism’.

Look at what’s happening in the Industry, many brands are losing their equity and connect with customers and are increasingly being commodititized. For instance, let’s consider the Airline industry, the companies have lost their brand value and the entire business has become a price war zone. People choose the cheapest flight and are not willing to pay any premium for a brand. One of the reasons could be that companies have failed to tell their stories to their consumers. Once, the television was an engaging medium, people had time to spare and TV commercials served as effective medium for brand communication. But now, the world has shrunk into the 5.5” mobile screen and brand communicators have not been able to tap that medium effectively yet. Although social media campaigning and digital marketing are a ‘talk of the town’ these days, but the innovators are moving far ahead as we are trying to figure out what hashtags and keywords make users click. The Siris and Cortanas are slowly becoming an integral part of our daily lives, our gadgets are becoming more intuitive and intelligent, chatbots are taking over communication, in such times shouldn’t advertising be moving on along the same pace? How do we integrate a brand with the modern-day J.A.R.V.I.S and F.R.I.D.A.Y, and gain the customer’s mindshare?

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Seamless connectivity, accessibility and quick service are no longer a tool for customer satisfaction and retention, they now are hygiene factors; if you’re not quite there, you’re off the evoked set, may be, forever. The factors like quality, better features, design innovation, though are still relevant, but they are not the only ones that would differentiate you, there are so many others offering the same. To find a place in the customer’s top of the mind recall we need the brand communication to be an experience that would keep the customers at ease and weave into their lifestyle perfectly; the message needs to be unified at various brand touch points, from the customer support service to the UI/UX experience.

A big revolution that awaits us in the very near future is Internet of Things, or IOT. We’re talking of a world where not just our phones and tablets but even cars, refrigerators, air conditioners would all be intelligent enough to know just what we need. These devices become store houses of data, giving novel insights into customer’s buying pattern, preferences, lifestyle and choice drivers: data that was previously unobtainable. The marketers will have several opportunities to deliver more relevant communication to the consumers and it might not be in any ad-format we know as of now. We’re heading towards an unpredictable era. Is the advertising industry ready for such a change, from being just a communicator to being an integral part of the service design and orchestrating a brand campaign?

We need to gear up and participate in this evolution, as the strategy guru Peter Drucker put it, “The best way to predict the future is to create it.”

First published in Business Standard on the 2nd Jan 2017 

What’s in a logo? Ask GAP.


After a public outcry on the social media, “GAP” withdrew its modern logo and brought back classic blue box.  Couple of days back Airtel launched its new logo and again it’s the social media, which has been critical, harsh and unkind, before we get into merits and demerits of the opinions, lets look at what goes behind designing a logo and how to judge one. Because consumer outcry is one thing industry peers is another thing.

To be fair I just want to gently remind our tweeting and status-updating judges the parameters to judge a good logo and view the design in the context of a telecom brand. Iconic logos have a simple yet magical qualities of evoking an emotional response in you for instance when you look at the golden arches of McDonalds you feel happy and hungry at the same time. Ever thought why this happens? It’s the colors, which does the trick. Yellow arches make you smile while the red McDonald’s background makes you feel hungry. It’s unbelievably true that the color red makes your blood pressure soar and also makes you feel hungry.


When you judge a logo you need to keep five simple things in mind:

Symbolism:  The symbol used should signify and communicate something about the brand’s ambition or vision in a clearly identifiable way while keeping the historic, cultural and category relevance in mind.

Style: The style should communicate the personality or functionality or special attributes of the brand like: indoor, outdoors, cleanly, orderly, open, friendly or a closet.

Typography: Type should communicate certain feel and vision of the brand. Type should tell you weather the brand is stiff or flexible, bold or fragile, feminine or masculine and so on in an instant way.

Relationship: The graphics, icons, type and color used should have a relationship with the target group and company values, goals or aspirations.

Color: Colors used should represent and relate to the business and its aspirations. Color should communicate the intended message or emotion instantly.

Now lets keep these parameters and look at some telecom logos thru my point of view (not the creator’s):


Vodafone: Uses speech mark as a symbol to communicate about the brands ambition. Needless to say how simple it is for the people to comprehend and connect with the brand and the category. Styling of the graphics is near perfect to represent the preciseness with its orderly alignments and placements. Typography is bold, confidant yet very friendly with its lowercase usage. Red is the color of passion and action provides energy and excitement to the brand. Overall all the elements are used to perfection and a classic example of art and science of design coming together. Logo designed by Brand Union.

Uninor: Inspired by nature and its role in innovation in Scandinavian culture this propeller like symbol was designed to communicate the delicate balance of movement and change. Uses a very purposeful tranquility feeling by delicately designing the symbol and the typography. Very delicate thin san serif font used to enhance Scandinavian design esthetics. White, blue and black are used in the identity to enhance the “Inspired by nature” feel.

Docomo: Uses its name that means “every where “in Japanese (DOKOMO) this logo designed for the Indian market to communicate “Do the new” hence fun typo design keeping in line with the brand promise. Styled to perfection to connect with youth and VAS users. Graphics are designed for flexibility to be used freely. Colors are young and vibrant bring in fun and energy. This logo keeps the evolution of the consumers in mind to bring in flexibility for co-creation by the consumers. Designed by Wolff Olins of London.

Airtel: Uses alphabet “A” in lowercase in a very causal yet dynamic way, spiraling “a” almost gives you a feeling of a tornado, generating lots of kinetic energy. Styled in a vibrant youthful way to communicate to the changing Indian consumers. Typography is youthful and inviting by using lowercase and reiterating its values of friendly approachable service. Color red used for depicting energy and passion of the brand. Designed by Brand Union again.

Designing or judging logos is a very difficult task especially for telecom, which deals with more interfaces and touch points than an airline. Redesigning and implementing a new identity is a mammoth task, takes months to reach every circle leave alone the streets.  While the new Airtel logo may just have fallen short of critic’s expectations, it may well create enough excitement in the market, who cares for critics who are interested in what could have been done and in the missed opportunity? When people embrace the change with open arms.

Hope we can fill in the “GAPs”