“The moment of silence”
India is a country of many. Many sounds, voices, opinions, beliefs, philosophies, ideas, questions, answers, views and more. What adds to this noise is the cloud of constant banter—digital, social, viral, integrated, user generated, hashtags, views, comments and so on. One thing that’s rare and extremely precious in the current social milieu is silence.
This is what I aspire to achieve through my work. Amidst the cacophony of cultures and chaos of conversations, it’s the moment of silence that keeps a brand relevant. I believe in creating a space, a feeling, a world through an idea that silences the buzz and connects to the person.
Silence is a tool that helps Hakuhodo differentiate itself from its competitors. While everybody is busy creating buzz, we create a unique space where the sei-katsu-sha belongs only to our idea and can interact with it at peace. Everything I do on my brands, reflects this philosophy. When I launched one of India’s top premium car brands, the monochromatic language created a visual moment of silence. It was a breather in the busy world of Indian automobiles. My work for a leading TV brand was lined up with the brightest colors and connected through stories that people wanted to enjoy in silence.
The core of everything is to connect to people, and we choose silence as the vehicle.
Along the way, I’ve received awards at D&AD, The One Show, New York Festivals and the ABBYs. I have also been featured in the Campaign India A-List.
Roles and titles current when this article was published in February 2019.