Self imposed ten minutes of freestyle self portraits in the middle of an event
Quick mix of typography and imagery
Photography and modelling by Rhea Gupte
As a creative consultant for young Indian brands, time and again I pose myself with the question of what makes a brand what it is. Apart from the inevitable answer, of the product being the hero and the unique aesthetic or vision a brand may bring to the table, the real answer often revolves around the capacity of the brand to be a story-teller. It is not about spinning tales for a brief moment of surreal escape through an ad campaign or a social media gig, but the consistency of the brand to make a consumer feel involved in it’s story, how it reached this point and where it might go, taking them along.
That’s the charm of luxury brands from decades ago, still thriving on their rich heritage and history; often finding the balance between the exclusive and inclusive, staying modern yet respecting their roots and unearthing ways new and old to keep the legacy going. At times, it feels easier to be new and young, a brand without limitations; yet at other times there is a longing to have guidelines, a reference point stemming from oneself and a mentor to look up to.
However, no matter young or old, a brand which tells stories is a brand which is unforgettable. Especially in this age of shortening attention spans and mindless oversharing, often times, honest stories prove to be the only memorable factor in the long run. In a time where considering a person as a brand and a brand as a person is commonplace, something that touches the consumer’s heart and goes beyond being a product for sale, is what most would want to be personally invested in.
How important this kind of investment becomes when copies and fakes are made available around the block and imitations produced in abundance. What draws the consumer to the original, when cheaper copies may be easier to attain; are the stories and the desire to be involved in one, a real one. To be a part of the legacy and to feel included when that moment may arrive. To feel like they have been there all along and now may write one of their own…