26 Sep 2017

It was an eye-opening afternoon at The Press Club, Mumbai yesterday where great forces came together to talk about philanthropy, giving and taking. Social Access Communications and Points for People, an initiative of Tata Trusts came together to present a Master Class with author Amish Tripathi. The discussion was moderated by Lynn de Souza, Founder, Social Access with Amish Tripathi,...

26 Sep 2017

STOP! It's time for Red now! It's time to draw all your attention to the high energy, high activity, high energy colour. Think of all the brands that use red and you'll sit up and take notice. "Gimme Red" proclaimed a popular brand of battery cells - bringing in the energy, the light and the passion of the colour into the brand. Closer home two popular telecom brands are ...

25 Sep 2017

White is no colour. It's the absence of colour. Or if you spin a colour wheel all colours unite to form a lovely white light. White is all colours and yet none! Pristine. Pure. And very importantly, 'uncomplicated'. And no brand has done it better than Apple. Remember the first iPhone? And how everyone clambered for white, having had enough of their 'black'berries and their Samsungs? ...

24 Sep 2017

Welcome the orange. The colour of fire. Fire the purifier! Wherein only the good remains and the evil gets destroyed. Here's what I wrote in an earlier post: While orange is everything bright and beautiful that India and Indians stand for what’s really worth talking about is the symbolism of orange. Most people know that orange has immense religious significance because most of the mo...

23 Sep 2017

It's all there in black and white - the significance of grey and it's importance as a very corporate colour. Grey or Gray... the colour remains the same - and could have 50 shades! But hush.. we don't talk about them here! Gray is the color of intellect, knowledge, and wisdom. It is perceived as long-lasting, classic, and often as sleek or refined. It is a color that is dignified, conse...

22 Sep 2017

  It's nearly the end of the rainy season (well, considering recent storms in Mumbai - even the end is not here!) but we'll leave the weather aside! The fields are verdant green, the trees washed clean, their leaves glistening. Wear green today! Green represents fertility, growth and yes - abundance. It's all about greenbacks - the money. Green means plenty. Green also ...

21 Sep 2017

Today is the first day of the Navratri, the nine nights of festivities that will culminate in Dussehra - the triumph of good over evil. Wear yellow today! Bring on the sunshine, the cheer, the joyous spirit! Yellow is the colour of optimism, of hope, of confidence. As sure as sunrise, yellow stands for positivity. Here are some examples of how well yellow is used in logos. T...

20 Sep 2017

It’s upon us once again: the festive season. With the start of the Navratri – the Nine Nights of the Divine Feminine. It matters not whether you celebrate it or not, there is a so much ‘singing and dancing’ around this one that you simply cannot ignore it. What has fascinated me about this festival over the last couple of years is the plethora of information that is available around i...

16 Aug 2017

We recently published a series on problems that plague content marketing. Five problems all starting with the C of Content. Here is a consolidation of those posts. To wrap it up, there is no silver bullet. Content marketing needs to be dynamic and upgrade every day. And while 5 problems may come your way, there are also infinite number of solutions to counter them. And as the shiftin...

13 Jul 2017

They say you can lead the horse to the river but you cannot make him drink. This post is about telling the horse that you've le d him up to the river so he can drink and quench his thirst. Which brings us to the fifth C in this series - the Call to Action (CTA). You know that statement about how most people don't know where half the advertising money went? Well, half has gon...