Opening out culturefor brands and organisations
Whether it’s in television, cinema, books, music or the culture of work, relationships and the social media, we see the patterns and connections that answer complex questions pertaining to a fast-changing world. We integrate these learnings, and speak them in a language that is accessible and rich.
Our ongoing projects are long-term longitudinal studies that we keep adding to, in order to create a mosaic of contemporary India. Our past projects emerge from this mosaic, mapping cultural phenomena for specific brands and their needs.
To know more about the work we’ve done and clients we have worked with, drop us a query here.
- Ongoing Projects
- Past projects
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Our ongoing study embraces a more inclusive, diverse, and egalitarian approach to luxury consumption, which reflects a significant departure from traditional notions.
The New Luxury Body
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What does success mean for a generation in a world that departs from the usual/ traditional work models? What do the prevalent cultural meanings reveal about Gen Z, as a generation of the future?
Gen Z & emergent cultural meanings and idioms of success
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This project made an enquiry into the socio-cultural narratives of Creativity/ and Creator Culture, specifically in the spheres of contemporary Indian art, fashion and music.
The Future of Creativity in India: Art, Music & fashion
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In the everyday, familiar spaces – family, home, work – it often seems as if GenZ doesn’t really engage in meaningful sharing. When it comes to sharing, what are the culture stories, spaces and underlying tensions for this generation? What brings their most authentic, vulnerable self to the table?
Meaningful Sharing in Everyday Spaces for GenZ
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This project aimed at opening out the central question: What is the Indian experience of being a millennial? By analysing the codes and aesthetics of this particular generation, we set out to delineate the ways in which brands can speak to them in a more engaging and culturally relevant way.
The ‘Indian’ Millennial
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