THE CHALLENGE WAS TO INTRODUCE AN ALTERNATIVE IDEA THAT WENT AGAINST CONVENTION. THE ANSWER LAY IN THE ALTERNATIVES THAT THE WORLD HAD ALREADY CHOSEN.

In an IT universe where Application Service Management was an unshakable norm, we had an alternative that wasn’t just unconventional, but also made ASM itself obsolete. A film introducing Alternative ASM would only work if it brought alive its huge benefits and immense possibilities. We achieved it by showing the alternatives that the world had chosen and benefitted from. A straightforward film, yet one that was universally appreciated, wherever it was shown.

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.