The India that we know and love turns 73 years old on 15 August 2020. To mark the occasion, INSPO creatives are planning some really exciting campaigns and, to help, I curated an Independence Day Board on INSPO - my AI Inspiration Partner.
Here's a glimpse of it.
Here are some of my notes from the Board:
🤝 Independence means new possibilities but not necessarily complete departure. It's a force that can bring people and countries together - especially India and Pakistan - and not drive them apart.
🧵 Thread is a powerful metaphor for India and Independence Day is chance to tie threads of integration. Interestingly, Raksha Bandhan and International Friendship Day are also events that revolve around threads and all are situated closely on the calendar year.
🍎 Apple's Think Different campaign celebrated iconic figures from history. Imagine a Think India equivalent that features iconic Indians. Or even a project that highlighted India's contributions to the world (culinary, spiritual, intellectual) through the lens of those outside India, e.g. Albert Einstein.
❓ What is India? This is a powerful question that has inspired a range of responses. For Winston Churchill, India was purely a geographic idea. But for writers like Herman Hesse, Gregory David Roberts and Ruskin Bond, India was a home for the world's soul, which lived in the actions and emotions of its people. It's worth asking this question again in 2020...
🙏 In an increasingly protectionist and cautious world, it may be wise to return to the cultural and spiritual concept of 'nation' versus the political concept, which does not seem to be serving the population at large - as per Sri Aurobindo.
👩⚖️ One of the greatest human fears is that of being judged. And being free from this is the sweetest liberation. Whether it's freedom from common colds (and the COVID-19 fuelled suspicion they evoke) or freedom from being seen as a lesser people... Judgement keeps people trapped and dispelling this will always be aspirational; this could serve as a meaningful theme for brand storytelling.
📸 India is most beautiful when seen through a local view. For instance, some of the best photographs of the Taj Mahal were taken from hidden, local spots... A takeaway for storytellers is to avoid the popular mass narratives and find an undiscovered, untapped and precious niche.
😢 Many horrific acts have been performed in the name of freedom and independence. Creatives should be cautious to overly-romanticise them. There's also a tension between brands riding popular feel-good narratives versus standing for something that's perhaps unpopular but more righteous and risking reputations along the way...
📅 Independence Day is a one-day celebration that lets us celebrate the everyday
🎖️ The purpose of the day is not for brands to sell more products. It is to remember the bravery, actions and vision of our soldiers and ancestors, without whom none of us would be here today. Let's not forget this.
✨ Creative Thinker of the Week ✨
In the creative spotlight this week is Chinmay Karandikar, a brilliant Strategic Planner at Dentsu India. Chinmay turned to INSPO for inspiration around Weddings, Honesty, Choices, Family and also different colours. He went down some fascinating rabbit holes, which he was kind enough to share with us on WhatsApp (see below).
Many congratulations Chinmay! Keep thinking inspired ⚡
What's new on INSPO?
😂 Meme Inspiration - see memes based on your keywords and associations. This is guaranteed to inspire some laughs and playful thinking.
🎨 Design Inspiration - get powerful inspiration from the world of design. The content will update as you deep dive into associations.
💡 Suggested Associations - our AI engine will now suggest key associations around your keyword that you might want to explore. You can see these under the 'All' filter and they're complemented with a few pieces of relevant inspiration.
☁️ New Word Cloud Filters - you can now filter word associations by noun, verbor adjective. This greatly broadens the set of potential rabbit holes to go down.
👣 Association Trails in Boards - spot the keyword association trail behind content saved to Boards. Note this only applies to content saved following this INSPO update.
🗒️ Better Note Filters - filter your notes across different contexts: Boards-only, content-only and all notes.
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