Until recent times, most of our movies had a similar premise. A hero, hero meets heroine, a villain enters to make life difficult, hero defeats villain, happy ending. But off late, with the changing dynamics of the film industry and cinema, we have more women centric movies, movies based on social causes and movies with dynamic villains. But no matter how much times change, we will still have a pull towards the theatrics of a hero and the longing for happy endings.
It is not just our regular real life movie heroes, but superheroes as well which catch our attention. We may love villains like Thanos and Hella, but we still have a connection towards Thor, Iron Man or Captain America. But what is it that draws us towards these heroes and superheroes? Is it just the theatrics? Or is there something more to each character that we see and experience? The answer is simple; Selflessness. It is compassion and kindness that turned our regular heroes into superheroes and what makes them memorable in our lives.
The current state of the world is chaotic and despairing. These characters were created to give people a sense of hope during difficult times. From mere characters, they became icons of all that is good in the world. These superheroes are not only role models for kids, but all children and adults alike.
Kindness has a huge impact on the consumer, may it be through these characters or through brands. It is a two way conversation when a good deed is carried out and received positively on the other end, only to be spread further. When a brand performs a random act of kindness, it helps build the goodwill of the company. Just like the transition of a hero to a superhero, a brand too personifies into a character that is more than just a name. It makes it more real and gets consumers to connect with it. When a brand empathises with a consumer, it puts itself into the consumer’s shoes and thus develops a deeper bond.
In 2017, Delta Airlines cancelled hundreds of flights in Atlanta due to bad weather. Customers were left stranded on the runways for hours. To turn this situation around, Delta ordered hundreds of pizzas and offered them on their planes and in surrounding airports. This is not just customer service, but rather a step ahead where the airline understood the plight of the stranded customers and reached out to them. Sure it may have resulted in good social media exposure for the airline, but it was the act of kindness that was worth noting.
On the other hand, the brand Dove, which has predominantly been known for spreading awareness about real inner beauty, launched a campaign for women who suffer from low self esteem. It was based on an insight that worldwide, only 4% of women consider themselves beautiful. The video saw an artist sketch a woman without looking at her, solely based on her personal descriptions of herself. Next, a random person who had seen the woman once was asked to describe her. At the end of the sketch, the woman saw two different versions of herself, one described by herself and one through the eyes of a stranger. The entire message of “You are more beautiful than you think” was a powerful communication that received an emotional response. Dove did not in any way promote their products through the campaign, but ensured that every woman felt beautiful in her own skin.
A smaller but notable deed was carried out by a Pizza Hut branch in one corner of the world. When a regular customer did not order from them for a while, the employees were worried whether everything was alright with the customer. Concerned, they called him up to inquire about his wellbeing and sent him a free pizza as well. The customer’s wellbeing and loyalty mattered to the brand. They had no idea that the customer would share this incident or that a small deed like this would go viral, but one phone call managed to turn more customers towards Pizza Hut. It is rightly said that a good deed should always be about the intention and never for attention.
I understand that two out of three examples quoted in this article include pizza and would like to point out that not every action with pizza is an act of kindness (although a free pizza once in a while has never caused any harm). The main point to remember is that there is a standing rule; whenever you want something for yourself, you offer it first to others. Thus, a superhero gains love and respect and a brand gains loyalty.
Marketing kindness is a better way for brands to sell their products and services. After all, don’t actions speak louder than words?
Reference : Banner credits : Interflora - Random Acts of Kindness Campaign
Partner
With 15+ years of spatial design experience, Sveta leads the team that helps extend brands to three-dimensional spaces. She has the ability to visualise intangible attributes such as brand positioning and translate them to materials, finishes and furniture in every space. Her belief is simple – ‘every detail in retail design has to reflect the brand.’ Over the years she has worked with some of the biggest brands in the hospitality and retail industry. At ABND, she is pivotal in projects that require branded interior design, retail design, way-finding and signage systems. Sveta is as defined and disciplined in dance as she is in her work!
March 1, 2018
The pioneer of liberal education in India, Pune based FLAME University is creating waves in liberating young minds. Over the years, the institution has built a reputation for itself that is significant enough to reckon with. Built on the methodology of psychologist Howard Gardner’s ‘multiple intelligence,’ there is a renewed focus on interdisciplinary learning. A vast array of options lies for students as there are over 250 unique major-minor combinations to choose from here. While you can major in subjects like Economics, Psychology, International Studies, Environmental Studies and Journalism, you can also graduate in Dance, Music, Theatre and Design. At FLAME, you could also do a BSc in Applied Mathematics and BBA degrees in Finance, Marketing, Communications Management, HRM, Operations and Entrepreneurship.
At a time when private players are still not trusted in the field of higher education, FLAME University is still a clear preference for young minds, owing to its unique approach. The string of collaborations it has made makes it an institution of excellence which stands out. Renowned foreign universities including Nuffield College, York University of Canada, and Wellesley College, Babson Collaborative and other institutes of repute have tied up with FLAME University.
At ABND, FLAME University was given a rejuvenated identity. Several competing institutions offered Liberal Education as part of the curriculum as well. In an attempt to set themselves apart from the clutter, FLAME University needed to rebrand themselves by giving Liberal Education a new way of expression we proposed for them – ‘Diversity of the Mind.’ To know more on how this reputed institute was envisioned anew and given a dynamic visual identity. To know more Click Here
Founder-Partner
Kunal says, “I’ve no specific talent, I’m merely inquisitive.” While his past experiences include product design, retail branding, packaging and design for manufacturing his true passion lies in branding and strategy. He’s the go-to person whenever the crafting needs finesse or the creation needs a fresh perspective. A certain sixth sense guides him in business and branding, honing the skill through experience. Kunal is also a guest lecturer and visiting faculty at a college in Mumbai, teaching branding to young bright minds.
February 27, 2018
Coming into view, the emerging logistics company, Grab, have recently received heavy government investment backing from Small Industries Development Bank of India’s wholly owned subsidiary, SIDBI Venture Capital Limited. Pratish Sanghvi, the co-founder of Grab, said that this funding of $1.5million is detrimental to their growth as the company is currently working on a crowdsourcing distribution model. SIDBI has joined a list of their big investors including Aramex, Zomato, Sixth Sense Ventures and Oliphans Capital. In spite of the hyperlocal delivery space being overcrowded, Grab was a prominent player for SIDBI to consider because of its sector-agnostic approach and its high chances of being EBITDA positive.
Providing hyperlocal and intracity logistics services to businesses including restaurants, food tech platforms, pharmacies and banks, Grab was once only doing food deliveries, being known as Grab-A- Grub. ABND had worked on the brand’s identity when they wanted to expand from being a food delivery startup to an all-encompassing hyperlocal logistics company. Changing from Grab-A- Grub to Grab, their rebranding made for a more sharper and agile brand. To know more Click Here
February 22, 2018
Thursdays at ABND just got chocolaty! Each of us brought our favourite chocolate to office. There was a huge goblet brimming over with chocolates of all kinds, apart from our favourite ones too. In a game of passing the parcel, the rubik’s cube filling in for the parcel in the last moment, the chocolates were exchanged amongst the chocoholics! What you got to pick in the lottery became your chocolate.The twist in the story came with the fact that the last person to pick her own chocolate in the lottery, got a chance to win the entire Goblet of Chocolates! Poornima won the Goblet. Following that we quirked it up by trading some of our chocolates with the Goblet Queen. It was a fun trade off. There were some toothaches after, but it was a happy sugar rush.
February 19, 2018
After back to back workshops and presentations through the weeks, the team felt like taking a break under the sun. Around the coffee table, there were some games and some lively chatter. While we had started the day all pumped up with a presentation for brand identity that went down well with the client, we ended the day on a light note at a coffee shop. From acting out the weirdest of movie names like ‘Matru ki Bijli ka Mandola’ and ‘Chameli ki shaadi’, we had great fun breaking down apparently simple ones too, when playing dumb charade. All of us had a crazy good time guessing interesting symbols and rhyming words when dissecting and decoding the films. We, at ABND, love our breaks as much as we enjoy the action!
Associate-Strategy
An experimenter at heart, Nikita’s experiences in interior design, sculpture design, advertising and branding has made her flexible to new ideas and new spaces. Nikita is a certified scuba diver. She has her own website, showcasing beautiful illustrations and paintings. Her art speaks of her love for animals and her admiration for the creatures of the sea. She loves to travel around the world and brainstorm on challenges.
Associate-Strategy
Stringing up the world with words, Sumanjari is driven by creativity, but with a purpose. Munching at her table always, she can (over)think but not on an empty stomach. She loves her coffee bittersweet and her strategies well researched. Academically inclined, she has written research papers on a wide range of topics from religion and music to branding to euthanasia. Sumanjari values spending time with her students, lecturing at a college by the weekends apart from her engagement at ABND.
Head-Creative
With a strong influence in the Applied Arts, our happy-go-lucky green haired creative lead has been a constant in team ABND right from its founding years. She is always humming a tune or two and livening up the pulse of the workspace. Ekta’s optimism and openness to new ideas fuels her creative best. Quirking it up in her attire, food and art, Ekta’s innovative at heart. She has a childish impulse of surprising others. Her love for bikes and nature deserves a special mention!
Founder-Partner
Priyanka Sachdev Shahra is a design thinker and serial entrepreneur. Her passions lie in bringing meaningful projects to life. Priyanka’s experience with entrepreneurship begun in 2010, when she cofounded ABND with Kunal Vora. Always having strongly felt for what’s environmentally and socially sustainable, she set up One With Earth in 2014 as a vehicle to support such projects. She has also been involved in an interesting venture which is a first of its kind in Singapore, an online swapping platform called Swapaholic. Priyanka manages the Singapore office of ABND.
Associate-Creative
A woman of less words and more action, this designer on the dot likes to keep it short and sweet. Having mastered in design in college, Poornima is driven by discipline and style. Zumba is a favourite pastime and she is also passionate for the cause of saving stray animals. Simplicity is what defines her spirit, whether she is designing or talking.
Associate-Creative
Debugging and resolving errors, Hitesh is the techie in the house responsible for digital and web strategies. A smooth operator, he is persistent in problem-solving. He is very passionate about solving the Rubik’s cube and we can see him at it often. We can tell that at school he must have been immersed in his science projects, which led him further to study information technology. In sports too it’s always the technique which fascinates him. The music in his ears is always loud enough for the entire office to hear!
Associate-Creative
With several years of experience in Interior Design, Deepu is the go to guy for detailing each space to the T. He lives Mies Van Der Rohe’s quote “god is in the detail”. His experience helps the team visualize design concepts from a detailed point of view, mapping it on to real spaces. A quiet and simple soul, we can always see Deepu working at his desk with complete concentration. A workaholic at heart, he is also a cricket buff and a harmonium player. He likes sticking to a rule book but won’t mind swinging to a catchy rhythm when he’s off work.
Administrator
Organized and to the point, our administrator likes keeping the house in order. Florie also has varied talents in cooking, sewing and embroidering. Diligence drives us as a team and so does it drive the person who holds the pack together. Florie is fond of country music and likes reading murder mysteries.