HOW DO YOU TRULY APPRECIATE AN OUTSTANDING PERFORMER? YOU TELL THEM IN BLACK AND WHITE THAT THEIR POTENTIAL IS INFINITE.

It is great to be outstanding, but when you are outstanding twice in a row, then you join the league of O Infinity. It is HCL’s biggest event honouring those exceptional individuals who had not just got rated outstanding twice in a row, but some as many as seven times. It was for them that we had to create a film. The idea was to create something timeless, in classic black and white. Something that will rouse and inspire. And it did. Not ten or twenty, but thousands of O Infinity achievers around the world.

All brands tell stories. Some are great, some powerful. Some work flawlessly, some fall short. Many are distinct and stand out, and many are featureless, hardly distinguishable, one from the other.

As communicators, brand custodians, and advertising and marketing professionals, we are a part of these stories. We haven't created them, for they are made of the blood, sweat and tears of those who built the brands, but we are entrusted with nurturing them.

We have to make them flesh and blood, and give them a distinct personality. And to do that we first need to understand and experience the brand, its origins, reason to be, culture, DNA. And when we truly understand a brand, we can tell its story to the world, in our own way, and in any medium.

Telling these brand stories is what I love doing the most.