Let us address a phenomenon that has been around for a while and becoming more prominent in our lives. We may not realise that we are programmed into functioning along with a smart gadget that functions almost as an extension of ourselves.
Let’s look at the multiple day-to-day scenarios. Say, your favourite coffee mug breaks while in microwave, what do you do first? Today’s generation is most likely turning to Google to search the same mug online or looking for a smarter replacement. The other likely search could be “does a ceramic mug break in the microwave?” After this, you’re most likely to get suggestions of mugs, cups and tea pots for a week on Instagram, Facebook or Google ads on browsing websites.
Our phones, apps and favourite brands think for us. They help us make decisions. It may have happened that you are planning to go on a trip and your facebook or Instagram is flooded with trendy backpack, beach wear / winter wear suggestions or places to visit in that city. It’s another story for another day whether the apps are really eves-dropping. CEOs of all major apps have denied so but it’s the “dumb luck” that we all keep coming across extremely relevant advertisements.
Our lifestyle has changed drastically due to online shopping. People want to spend more time with themselves and with people that matter to them, be involved in path-breaking and self-discovery journeys. We enrol ourselves to fitness gymnasiums that depend on their app too, like the Cult that is a rage today. To enrol to the fitness club of Cult, you are assigned a profile on the Cult app that helps you pick your class, trainer, and session time and monitor your goals. If you’re on a home renovation mission you would know the kind of online suggestions that are bombarded on you. An interest on one product or site leads you to the other. The keywords and suggestions are programmed to think for you and sometimes ahead of you. We are becoming more receptive to the suggestions which makes it more accurate and well-targeted.
How online ads think: If you’re looking for a sofa, you’re most likely to look for cushions too. If you have bought a table, you might require a lamp with it.
A term we go by in marketing and branding, target audience, is now easily validated through actual clicks and buys. The online shopper’s history of orders, repeat purchases, comments, reviews and interests are easily captured as data that is unique to each target customer. When did we ever think that our TV would suggest “shows that you may like”. Although this phenomenon, however real and getting more intimate with us, may seem scary and there is a segment that is turning averse to it and revolting it, there is a sizeable population in the current generation that are rolling with this lifestyle. With trust on secure online payment gateways, more brands are able to capture the consumer’s attention. A consumer however may not retain all the information overload. We have our phones to remember our contact list, interesting articles bookmarked or in archive folders, products in our shopping carts lying there for future purchase.
Sponsered advertisements have always been a part of our lives in the media and communication. The only difference now is how accurate it is becoming to each individual and how much more time we are spending on these apps. We choose how much of our privacy we are giving up or we are okay giving up. Click bait is falling bait to false advertising. Currently we all are on our phones or tablets and more likely tapping and swiping, falling bait not to fake advertising instead to fake necessities..
Let us address a phenomenon that has been around for a while and becoming more prominent in our lives. We may not realise that we are programmed into functioning along with a smart gadget that functions almost as an extension of ourselves.
Let’s look at the multiple day-to-day scenarios. Say, your favourite coffee mug breaks while in microwave, what do you do first? Today’s generation is most likely turning to Google to search the same mug online or looking for a smarter replacement. The other likely search could be “does a ceramic mug break in the microwave?” After this, you’re most likely to get suggestions of mugs, cups and tea pots for a week on Instagram, Facebook or Google ads on browsing websites.
Our phones, apps and favourite brands think for us. They help us make decisions. It may have happened that you are planning to go on a trip and your facebook or Instagram is flooded with trendy backpack, beach wear / winter wear suggestions or places to visit in that city. It’s another story for another day whether the apps are really eves-dropping. CEOs of all major apps have denied so but it’s the “dumb luck” that we all keep coming across extremely relevant advertisements.
Our lifestyle has changed drastically due to online shopping. People want to spend more time with themselves and with people that matter to them, be involved in path-breaking and self-discovery journeys. We enrol ourselves to fitness gymnasiums that depend on their app too, like the Cult that is a rage today. To enrol to the fitness club of Cult, you are assigned a profile on the Cult app that helps you pick your class, trainer, and session time and monitor your goals.
If you’re on a home renovation mission you would know the kind of online suggestions that are bombarded on you. An interest on one product or site leads you to the other. The keywords and suggestions are programmed to think for you and sometimes ahead of you. We are becoming more receptive to the suggestions which makes it more accurate and well-targeted.
How online ads think: If you’re looking for a sofa, you’re most likely to look for cushions too. If you have bought a table, you might require a lamp with it.
A term we go by in marketing and branding, target audience, is now easily validated through actual clicks and buys. The online shopper’s history of orders, repeat purchases, comments, reviews and interests are easily captured as data that is unique to each target customer. When did we ever think that our TV would suggest “shows that you may like”. Although this phenomenon, however real and getting more intimate with us, may seem scary and there is a segment that is turning averse to it and revolting it, there is a sizeable population in the current generation that are rolling with this lifestyle. With trust on secure online payment gateways, more brands are able to capture the consumer’s attention. A consumer however may not retain all the information overload. We have our phones to remember our contact list, interesting articles bookmarked or in archive folders, products in our shopping carts lying there for future purchase.
Sponsered advertisements have always been a part of our lives in the media and communication. The only difference now is how accurate it is becoming to each individual and how much more time we are spending on these apps. We choose how much of our privacy we are giving up or we are okay giving up. Click bait is falling bait to false advertising. Currently we all are on our phones or tablets and more likely tapping and swiping, falling bait not to fake advertising instead to fake necessities..
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.