We think if we told you a bunch of big words, you’d think we cheated. And if we got philosophical, you’d have located the scratches on your Rolex – the ones that got there when you fell overboard during a deep sea expedition. So we called our copywriter and brainstormed. He snipped, tweaked, tucked, cropped, and a few incisions later, finally narrowed it down to the bare essentials. We realized the copywriter is a fan of long copy, so the results are a bit verbose. Here’s what we finally got. We are the nonconformists. The freethinkers. We are an advertising company with a strong conviction for novelty. Our ideas are the result of an integrated use of logic, research, resources and Macs. That’s right. We are Apple fans because firstly, they make amazing computers, and secondly, because we think Steve Jobs is a smart guy. Therefore, building a brand today is not about creating a logo and imposing it everywhere. Rather, it is about a language, a tradition, a mentality, a culture, a tangible and lasting feeling that makes everything more real. We believe in the strategic use of creativity in building brands. Speaking of brands, we think brands are a lot like humans. Yes, they’re like us. And that’s why they want what we all want – fame, love, a Mac, a fan following, a cheese burger, and to be desired and remembered. Though in today’s recession struck market scenario businesses have become cautious and conservative, we are determined for our clients. In a world full of skepticism, we believe in good ideas that can change minds, and maybe even change the world. Like those Macs we keep rambling about. We help clients build desirability. Rather than the ‘me too.’ We help clients break away from their competitors by building a unique personality that is a one of one. We believe that by doing so, we would get the likes of Bachans, Nikes, Apples, Tatas and so on. And that’s precisely our goal. To make people fall in love with our clients. We do this through creativity and powerful ideas. Though, these ideas don’t come easily, we remain ambitious and persistent. We dig up all the corners – meetings with our clients usually end up in lengthy discussions and debates. Though, the last meeting turned into a late night beer drinking marathon. Our team is still recovering from the hangover. And once we find our ‘Big Idea,’ we let it multiply and become something better. In the beginning, we face lots of hurdles, criticism, opposition and are even occasionally laughed at. But, we don’t let these initial hiccups bother us, because, we believe in big powerful ideas that are human and simple. Ideas that can change mindsets. Because brands should speak a language that can travel beyond borders, which is not confined to religion and social conforms, but, a language that is universal. We believe in building brands that are human like. Hope you get the picture. Image: Corbis