PAN INDIA WE HAD TO TELL PEOPLE THAT TUBERCULOSIS CUTS ACROSS SOCIAL /ECONOMIC STRATA, AND THAT IT IS COMPLETELY CURABLE. WE DECIDED TO CAUTION PEOPLE WITH AN EYE-CATCHING MESSAGE.

The route we took was to hit people with the message that TB can afflict anyone. But how could we visually enhance the message? That’s when the thought of TB striking someone emerged. The visual treatment followed quite naturally, and soon we had a highly successful pan India TV and press campaign rolling.

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.