The TalkOver- Coca Cola Vs Pepsi

Every brand needs a story that strikes a chord with its audience. There are so many exciting marketing campaigns and commercials that not only help brands sell their products, but also capture hearts through heartwarming stories. The TalkOver brings you some of our favourite campaigns of all time, told through our team members’ perspectives.

However, we’ll let YOU be the judge of it. Read on and tell us which is the better campaign according to you.

This week, we have Team Coca Cola – Chirag and Team Pepsi – Sudhanshu, sharing their favourite Christmas commercial concepts from these two great rivals in the soda industry. 


P.S. –
There are no wrong answers. 🙂

Coca Cola – The Letter 

Coca Cola‘s powerful Christmas commercial has been a breath of fresh air in an otherwise challenging year. Continuing its ‘Holidays are coming’ truck campaign (airing annually since 1995), the brand doubled down on its efforts this year with ‘The Letter.’ The heartwarming commercial harnesses the power of nostalgia to encourage everyone to give something only you can give – presence. 

The commercial follows a father who leaves home before holidays to work at an offshore oil rig before realising he forgot to post his daughter’s Christmas list. He then sets off on a heroic journey through seas, forests and open terrains to arrive at the North Pole, where Santa waits for him in the trademark Coca Cola truck. The commercial ends on a sweet twist as it reveals the daughter’s Christmas wish – for her father to return home. 

Directed by Oscar-winning director Taika Waititi – in partnership with Wieden+Kennedy London – and shot in his home country, the spot has also been critically acclaimed. Kantar, a market research company, ranked it as the most powerful advert of the year by organising a poll involving 3000 UK consumers. They were paired with LinkNow AI facial coding technology to reveal the campaign eliciting the most emotional response – all pointing to Coca Cola. This brilliant spot ranked 2nd on Kantar’s list of most powerful adverts of the season, just behind Coca Cola’s ‘Holidays are Coming.’ 

Final Verdict: Coca Cola’s commercial is proof that an impactful campaign resonates with its audience despite a pandemic. 

Pepsi – Nothing Else Is A Pepsi

There’s always been this huge debate between which cola drink is the better one, Coke or Pepsi? Although Coke was the first one on the scene and still enjoys a significantly higher market share, I have always been team Pepsi. I really don’t know why I enjoy Pepsi more. Some say it’s my sweet tooth that makes Pepsi my go-to drink as it’s sweeter than Coke. But for me, I just like the colours of the logo. 😉

You’ll remember those typical videos your friends used to share of foreign commercials? Or was it just my friends? Anyway, I found this gem of a commercial on a 700 MB CD during my school days. 

This is one of my favourite commercials from Pepsi made during the festive season of 1996.

The commercial shows 2 drivers, one from Pepsi and one from Coke, who stop at the same diner during the festive season. Tired from their long haul drive in the winter, they find themselves sitting on the same counter. What follows is a classic case of foes turning friends, particularly due to the festive nature. The conversation the drivers have about family and holidays is just so wholesome, before…. I won’t get into the commercial, no spoilers. This sweet and hilarious commercial is one of Pepsi’s most recognised commercials even today. Ranked among the top 10 commercials of all time, by a popular video blogger, this is one of the first foreign commercials I had seen. As a kid living this rivalry with my brother, who is a Coke fan, just made me associate with this concept even more. Also, I don’t know why but this ad just reminds of that dialogue from Home Alone – “Fuller, go easy on the Pepsi!” 

Everything about the commercials just gives me a feeling of winter – cake, movies and of course, Pepsi. It’s even more special now considering the commercials that either Pepsi or Coke come up with have a celebrity aspect to it and a strong opinion on current events. Although it does act as a platform to call out what is happening in the world, it turns its back on the focal point – the drink itself.

The commercial aired on American television from November 1996, and the lead agency for this project was BBDO NY, USA.

Which do you think was the best commercial? Tell us in the comments.

In the Spotlight- Vinay Kaushal

Postcard Spotlight is an interview series showcasing young leaders and creative minds who are making their mark with their unique talent and drive.

In the spotlight this week is Vinay Kaushal, a music educator, guitarist, and composer whose versatility shines through in his melodious compositions. Join us as we discover the inspiration behind his work, his creative process and more.

Tell us about your journey – what inspired you to pursue a career in music? 

Music has always been a part of my life. My earliest musical memories are the sounds of my mother playing the sitar. I started playing the tabla around my third standard for quite a few years. The rhythmic instruction it gave me has been invaluable throughout my journey as a musician. 

Jump to my teenage years and the world of rock and roll opened up and I took up the guitar. I loved it and got decently good at it quite quickly. I was that popular boy in school who can strum the chords of Hotel California! People egged me on, and I kept playing – exploring Pink Floyd to Pearl jam. I played a few gigs around town which people loved.

I was studying for my BBA, but really only paying attention to my music lessons, when I realised that I couldn’t pursue any career other than one in music. Luckily I have very supportive parents who understood where I was coming from. As soon as I finished my course, I set off to the Musician’s Institute in Hollywood where I was surrounded by like-minded peers and teachers who made me push myself to be the best I could be. Spending all day every day with my guitar was like being in heaven. 

Share the story behind your most memorable gig or project. 

This is a tough one. Every single one project has something special about it. Most gigs are incredible too. However, recently I played a one hour long gig for an audience of one. A friend had bought her two year old son over who is fascinated by the guitar. I played him some tunes — everything from nursery rhymes to jazz standards and I have rarely had such a rapt audience. I only stopped because his mum said it was his bedtime. The joy on his face when I let him ‘play’ the guitar is something I’ll never forget. It just shows as a musician, you can’t really judge your audience until you’ve started playing.

Composer, performer, educator – as a musician, you wear many hats. If you had to pick just one of these, which one would it be? 

Each of them has their perks. Composing really gives me an outlet for my thoughts and creativity. For me composing and performing go hand-in-hand. However, if I really have to pick then I’d pick being a performer. I love being on stage. There is nothing like playing music to an appreciative audience. Thankfully though, I don’t have to pick!

Tell us about the genesis of your latest single, Reality Check

Reality Check was one of my tunes born during the lockdown. The lockdown was super productive for me as I had the luxury to do nothing else but ideate, write, compose, and produce new music. People know me as that jazz guitar player, but the truth is my rock roots go deep. I was introduced to this band called Widespread Panic by some friends and I was pretty much listening to them on repeat along with bands like  Pearl Jam, Incubus, and Radiohead, among others. Inspired by all these greats, I started playing around with an idea that eventually turned into the melody for Reality Check. My wife wrote some lyrics to the tune and  I laid down the track, composed the vocal melody, and arranged the rest of the instruments. I then sent it to the musicians who I thought would do it the best justice by adding their expertise and magic to the lines I had composed. First, I sent it to Canada to this amazing multi-award winning drummer, Agneya Chikte, who drove a 100 miles across the country to use a private recording studio as everything else was shut because of the lockdown. Jamir is an old friend and a bassist I really admire and he laid down some incredible bass. Finally, I got in touch with Siddharth Basrur, who I’ve been wanting to work with for a long time. And it took off from there. Sid was just awesome as I expected and he nailed it in one take. Not to mention the incredible harmonies he laid down. 

My next single, out on the 18th of December 2020, has similar origins but features Shakthisree Gopalan along with a few other musicians. Do watch out for it!

If you had to describe the experience of giving a TEDx Talk, in three words, what would they be? 

  • Introspective
  • Exhilarating
  • Flattering

What advice would you give to someone aspiring to become a professional musician? 

Firstly, you have to be passionate about music itself. The appreciation you get after a good gig from your audience will only come from all the hard work you put into your craft. You need to practice, practice, practice! 

I have many friends complain to me about their 9 to 5 job, telling me how lucky I am to do anything I want at my own time since I don’t have a day job. How weekends are the only time they get to hang out and let loose a little. 

The funny thing is – while I absolutely love the way my life is on a day to day basis, I miss having a weekend too! I’m working round the clock despite what day of the week it is, and I rarely ever have two days off in a row, forget about Saturdays and Sundays since I’m busy with shows! 

Touring looks cool — but many people don’t realise all the work that goes into it. You have to be prepared to take flights at odd hours, reach your soundcheck straight from the airport, hang around the venue all day until it is time to play your gig, sleep for 3 or 4 hours, catch a flight — repeat. If you’re lucky, you may even get in a few hours to practice your instrument. 

It can be a hustle but if you really want it — it’s extremely rewarding.

What’s the one thing you’ve learnt during or because of the lockdown?

The lockdown was really interesting in my journey as a musician. I’ve always considered writing instrumental music as one of my strongpoints. This lockdown I started writing vocal melodies too — and I really enjoyed the process. I guess I’ve learnt that you can do anything once you’ve put your mind to it.

What are the top three things on your bucket list? 

  • To backpack around South America
  • To perform at the Royal Albert Hall
  • To own a teal-coloured Gibson 335 

If your life were to be a book, movie or web series, what would it be called?

A-minor to A-major

Where can people get in touch with you or see your work? 

People can contact me through my webpage or email for work: www.vinaykaushal.com or [email protected] . They can keep up to date with events and gigs or message me for other stuff by following me on Facebook, Instagram or Twitter


They can also check out my music and stay informed about new releases by following me on Spotify, Apple Music, YouTube, or any other streaming platform.

In the Spotlight- Swapna Gadgil

Postcard Spotlight is an interview series showcasing young leaders and creative minds who are making their mark with their unique talent and drive.

In the spotlight this week is Swapna Gadgil, a fitness trainer who lives by her passion to help people lead a healthy life. She shares her journey, insights from the industry and more. Read on to know her story.

Tell us about your journey – how did you decide to pursue a career in fitness? 

I have always been an avid lover of sports and fitness since my school days. This love continued and grew in a formal gym setting in my college days. After completing my MBA and having worked in the IT industry as an HR for 4 years, I understood that this would not be what I would like to do for the rest of my life. So I thought about what excites me the most? And the answer was pretty clear. It was anything related to fitness and especially teaching it to others. So I started undergoing certifications while continuing to work in the corporate field. Also started taking personal training and conducting step aerobics while working. After a year of balancing both my HR job and my training, I decided to make the complete shift. Post that I undertook Pilates certifications which then opened up a bunch of new opportunities! 

What’s your definition of fitness? 

Fitness for me is a sound and healthy body. It definitely does not mean attaining a certain body type with heavy use of supplements, steroids, fat burners, or going through extremely strict diets that are not sustainable for a lifetime. Fitness needs to be a state of a peaceful mind and body. It should be a means to reduce stress or stress-related diseases or disorders. 

What excites you the most about your job? 

The opportunity to learn new things every day and to be able to teach them to others. It’s exciting to be able to help people lead a better life in terms of good health. A fitness coach’s job is never limited to just the physical fitness of a client. We tend to be their friend, confidante, someone who inspires them to be the best version of themselves. It’s amazing to be a confidence booster for people. 

As a fitness influencer, what kind of brands do you like being associated with? What are your considerations when a brand approaches you for collaborations? 

I always like to associate myself with brands I would use myself. These could be in terms of food, clothing, or beauty products. As fitness is very closely related to beauty and lifestyle products, I do collaborate with these as well. My main consideration is the quality of the product. It needs to fit exactly with what I would look for personally while selecting a particular brand. 

What type of workout do you enjoy the most? 

That’s a very difficult question! I like variety in my workouts. So I love to have a mix of Pilates, running, and strength training (bodyweight exercises and free weights training). I am not into lifting very heavyweights. 

If you could binge eat one thing with no consequences, what would it be? 

I could live on Butter Chicken if I had my way in the savoury section and pastries in the dessert section. 

How do you like to spend your free time? 

I like to binge-watch television and spend time with my family and friends.

What’s the first thing you want to do once this pandemic is over?

I want to travel to the beach as soon as this pandemic is over. 

Where can people get in touch with you? 

Through my Instagram @gadgilswapna or email [email protected] 

In the Spotlight- Nimit Vaishnav

Postcard Spotlight is an interview series showcasing young leaders and creative minds who are making their mark with their unique talent and drive.

In our spotlight segment this week we have Nimit Vaishnav, a talented musician, jingle creator, and avid aviation lover. Nimit explains the complex journey involved in creating music. He’s worked on over 300+ ad jingles, won multiple awards and now has his own track out – Bekarariyaan. Read to know his story.

Tell us about your journey – how did you get into music? 

My first set of guitar lessons were when I was 12 or 13 years old. My mother was extremely keen on one of her children picking up on a musical hobby.

Although I would like to add that professional music was a happy coincidence. I was walking a completely different path until the music hit me. It was during college that I got into it deeper.

Funny story, I had finished my music audition for the college band and I had time to spare when I realised the theatre auditions were on too. So I reached the hall with the guitar strapped on my back, to audition for the dramatics team. Upon seeing me, the director (Vipul Mehta, today a famous big name in theatre and TV) suddenly asked me to start playing the scene that was being rehearsed. I had NEVER done such a thing! And there I was, shocked by the sudden-ness of it. I sat down, unzipped my guitar case, as all the eyes in the rehearsal hall were on me, the cinematic pause in the proceedings, the pin-drop silence, I remember everything! ACTION! screamed the director. I began to focus on the dialogues as the scene unfolded and started playing gentle melodies on top while they were acting. It was so organic! It felt like the music was just coming to me effortlessly. No complex harmony, or rhythms, just simple melodies for how the scene was making me feel. NEWS FLASH: That play, Somu The Pagal, went on to win gold at the IPTA (Indian People’s Theatre Association) for that year with a special mention for music by producer/jury Mr. Ramesh Sippy!

That was a sign. Billboard size.

Describe your transition from a corporate job to a full-time career in music. What made you take the plunge? 

Saying goodbye to a regular source of income is never easy. It forces a lot of thought and planning. 

I used to work with the Digital arm of Star India pvt ltd, now Disney Hotstar, for about 4 and a half years. Folks at work were aware and supportive of my musical aspirations. 

Working a job helped me tremendously with my transition. It gave me some close friendships and the opportunity to learn and work with some brilliant and wonderful people. They were kind and generous to support me with business as well. That is how I ended up composing music for Kabbadi Kids Junior, Promos for Hotstar, Dance Plus, and alike. Now, I have over 300 ads under my belt. 

I had to be there, to be here.

Where do you draw creative inspiration from? 

Oh, this is easy! 

Guitar Chops – John Mayer 

AD Film score –  Dhruv Ghanekar
Film Score – Salim Suleman, Hans Zimmer, Howard Shore, James Howard Newton, Ramin Djawadi

Song Writing – Arijit Singh, Amit Trivedi, AR Rehman

Music Production – San Holo, Alex Rome, MusicTechHelpGuy, and list of other Youtube artists.

Music Mixing – Eric Pillai, Ishan Naik

I try to listen to everyone and everything.

Youtubers have taught me the art of guitar playing, music production and music mixing. I learnt how to convert an idea or a jam into a song and make it sound pro. Their regular content updates in my YT suggestions list inspires me tremendously. I just take a short lesson idea and run with it. That is my trigger

If he can do it, I should at-least try. 

Share the story behind your favourite composition or something you’ve composed. 

I don’t really have a favorite composition. It’s a fling-thing. The flavour of the week, then move onto the next song. Whichever song I am working on is my new favorite song. Creating something from nothing for each song makes it a hard choice. Each song is a journey by itself having its own challenges, mental neurosis, self doubt, taking a second guess, asking ALL my friends how it sounds, only then, its final. Phew!

‘Option A or Option B, A or B, B or A, no wait, let’s go with C’  

Tell us about your new single, Bekarariyaan.

I wanted to write a song I could dance to. I wanted to make a beat that makes me jump off my seat. I wanted to write a bassline that forced a head banging listener to make a stinky face, I wanted to add vocal harmonies. But at the same time I wanted it to be relevant to our audience. Bekarariyan, in all honesty, is my attempt to challenge myself and come out of an acoustic singer song-writer mould that I thought I was in. I think you will really like it.  

‘Now stick with this song flow. No changes. Promise.’

Who’s the one artist you’d love to collaborate with and why?

I would love to collaborate with the Gully Boyz Gang. I think all of them are incredibly talented. Every song is a story and I like their story-telling style of rap when I listen to their songs. I must also congratulate the producers and artists for the music they are putting out. It’s world class.

I happened to work with a @mc_josh_official for a jingle we did for Center Fresh chewing gum on TikTok. Best experience ever.

‘Bro I have this awesome idea, but I cannot figure out the B section’

How do you like to spend your free time?

When I am not making music, I am usually flying an airplane on my Flight simulator. I love aviation and all things related. It’s the only place I can completely exit music and delve deeply into a completely different world. I can confidently tell you if the aircraft which just took off is an Airbus or a Boeing, Embraer or Cessna. I can do this for defence aviation too, Combat and Transport, throw in helicopters for a good mix. I just love it. If it is man-made and it flys, it has my attention.

‘Playing Counter-Strike is cool too though’

Which are your favourite accounts to follow on Social Media and why? 

Social media accounts across the web are the reason I know music production! I recently made a playlist on Instagram with little guitar lick and techniques lessons that Ehsaan Noorani puts out, accounts like @lickoftheday @stringsdaily and alike. The mini lessons are awesome to noodle on the guitar. Makes it a joyful mini learning experience. Who knows, the mistakes I make in playing them can be my next song.

‘Oh wow here is a song idea’

What’s the first thing you want to do once this pandemic is over? 

I would love to travel because I like the change. Traveling and being away from my studio gives me more song ideas. A lot of my song ideas began on a trip & executed upon return #fact. 

So I am looking forward to my next trip so i can come back with a bag worth of ideas.

‘Don’t forget the clothes’

Where can people get in touch with you or see your work? 

You can,

Face my book @nimitmusicproject, or Gram me Instantly @nimitmusicproject. Hit like and subscribe on my Youtube channel NimitMusicProject, Check out my music there!

PS: I have won the RAPA award for best Program ID for big fm 92.7 which has also won @newyork fest for radio for international/foreign language category.

In the Spotlight- Gaurav Ogale

Postcard Spotlight is an interview series showcasing young leaders and creative minds who are making their mark with their unique talent and drive.

In the spotlight this week is Gaurav Ogale, a visual chronicler and diarist who lends his creative vision to cultural, academic and commercial projects with equal ease and expertise. Gaurav’s keen understanding of sensitive nuances is reflected through his acclaimed work. Read on to know his story.

Tell us about your journey – what drove you to become an artist? 

I was extremely observant as a child. So I always had a lot of stories to tell and not necessarily how they unfolded in reality but how I interpreted them. These stories often and most naturally came out visually. I don’t think my aspirations were to be an artist per se, but I would say it was always to be a visual storyteller of sorts.

As a visual artist, where do you draw inspiration from? 

Everyday instances, anecdotes and objects intrigue me. Nostalgia plays a big role in my work, I think my mind is like a repository of memories and they often keep coming into the narratives I create – then however irrelevant they might be.

What’s the most challenging project you’ve worked on so far? 

The time I spent in Advertising Design was probably the most challenging, also because one had to keep creating stories, keep dreaming, and make people believe in what you are saying. There was something surreal about creating scenarios and worlds out of one’s sheer imagination. And the other project would definitely be my most recent Words and Visuals anthology since it involved collaborating with creators from distinct genres and aesthetics.

Tell us about your audiovisual project – how did the idea come about? What has the experience of collaborating with such illustrious artistes been like? 

The idea was parked somewhere in my mind for a long time. The idea of creating visual snippets, more like blink and miss films. I believe that in times when all of us are endlessly scrolling through different digital platforms, we are not able to grasp so much in one glimpse. This series was born out of that idea of telling a story through visuals and shorter narratives like spoken word, haikus or simply thoughts. While I was curating the collaborations, the approach was also to collaborate with creators who have various dimensions to their creative practice. You pick any one artist from the series and you will see that they have so much more to themselves and their craft and persona beyond what is known to the world. And that was interesting to me.

The experience was the most rewarding in my journey so far as a visual chronicler. Also because each collaborator was open to experimentation and most of them were trying out certain formats for the very first time. So it really was special.

Who’s the one creator or artist you would love to collaborate with and why? 

Arundhati Roy. I don’t know what exactly we would create, or which of her work I would like to interpret visually but there’s something that tells me that we have to create something someday. Also, her aesthetics show in her writing across genres – novels, essays, and films.

How do you like to spend your free time? 

I like to wander around. Maybe cook or daydream.

What’s the story behind your Instagram handle, patranimacchi?

It’s more the other way round now, a lot of people don’t know my real name. Patranimacchi because I like how reticent the spices in a patra-ni-macchi are. It’s a quintessential Parsi preparation as you know, it’s coy, it’s layered and when you eat it, it slowly reveals its true essence.

Which are your favourite accounts to follow on Social Media and why? 

On Instagram, I like handles that give you the space to get lost and wander and explore their minds. They could be chefs, artists, potters, filmmakers, storytellers or even just people who have a lot to say about everyday things. 

What’s the first thing you want to do once this pandemic is over?

I want to swim, I want to cycle all around without wearing a mask. And I want to get lost in the most crowded streets of my Bombay.

Where can people get in touch with you or see your work? 

Instagram: @patranimacchi

In the Spotlight- Priyanka Banerjee

Postcard Spotlight is an interview series showcasing young leaders and creative minds who are making their mark with their unique talent and drive.

In the spotlight this week is Priyanka Banerjee, a talented photographer who quit her corporate job to pursue her passion. Priyanka is the founder of The Memory Album, and her love for photography is evident through the stunning visuals she captures. Read on to know her story.

Tell us about your journey – how did you get into photography?

It has taken me nine years of working in the corporate healthcare industry to realise my passion for photography. Due to my previous work profiles at Fujifilm India and Carestream India, I used to travel extensively across the country. I was always on the move and would capture people, be it strangers, my friends or family, places, food, basically just document everything. This gave me immense joy and to pursue it further, I enrolled myself at FX School and learnt the basics of photography.

All those years of dedicated hard work, training and extensive travel, I still wanted to do something for myself. I wanted to find my purpose. I decided to quit my high profile job and follow my passion for photography. I am glad I made this switch in 2017 to start my own setup. From a kid who had an album that had The Memory Album written on it with a glitter pen to an entrepreneur, it has definitely been an amazing journey of learning, experiences, and growth.

How would you describe your personal venture, The Memory Album?

The Memory Album started with the idea of capturing moments, beautiful stories, and sharing this with the world. In 2017, it was just my cousin and me who would go for shoots, edit and deliver on time to our clients. Today in 2020, we are a team of six passionate professionals in Mumbai and Pune. All the team members are handpicked and they bring their best skillset to the table. We help each other out and this brings out the best in our clients as well.

Memory is a way of holding onto the things you love. We aim to create an enriching experience for our clients. We believe in creating beautiful photos and videos that tell a story. Be it your portrait, pet or a product, we are here to take care of everything. We offer end-to-end production services from the time you connect with us.

What’s the story behind your favourite photograph?

It would be capturing the milky way on a cold freezing night at Tabo Monastery, Spiti Valley situated at a height of 10,000 feet above sea level. It was my first time shooting the night sky and it was such a phenomenal experience. We were a group of photographers on this trip and everyone’s energy level just made this a night to remember. There were literally a billion stars that you could see with your naked eye. Definitely ticked this off my bucket list, thanks to the Universe.

What makes a moment picture-perfect, according to you?

By just being yourself in front of the camera, this brings out your best emotions in the picture as well. When you look back at that photo, you should be able to feel it, that’s when you know you have captured a timeless moment.

What excites you the most about your job?

Doing what I love as a full-time job motivates me to get out of my comfort zone every day. I love meeting new people, creating mood boards for every shoot, discussing ideas with my team. What drives me to work hard every day and follow my dream is to create beautiful memories that will be cherished forever.

What advice would you give to aspiring photographers?

–  Learn your basics well. Do a course either online or from an academy.

– Keep clicking. It does not matter what camera you have, your point of view matters.

– Stand out from the rest, find out what moves you. Put that energy into your work.

– The more you practice shooting, the better you get at it.

– Keep yourself inspired. Remember why you started shooting and don’t give up.

– Be passionate about your work. This will keep you going even when you feel low.

– Your work is a reflection of you so don’t compare yourself to others.

Who’s the one person you would love to work with or shoot for and why?

It has to be Jennifer Lopez (JLo Fan Girl)! I have been such a huge fan of her work since I was a kid. She is such a warm person and so gorgeous in front of the camera. If I ever get a chance I’d definitely love to capture her, no doubt about that.

How do you like to spend your free time?

Listening to Spotify, catching up on some shows, attending Masterclass sessions online, working out, and going to the beach.

What’s the first thing you want to do once this pandemic is over?

Travel. As soon as things settle down a bit I’m off to the mountains and just soaking it all in.

Where can people get in touch with you or see your work?

Website : www.thememoryalbum.in

Instagram: https://www.instagram.com/thememoryalbum_/  

Facebook: https://www.facebook.com/thememoryalbumofficial/

Email: [email protected]

In The Spotlight – Mihir Lele

Postcard Spotlight is an interview series showcasing young leaders and creative minds who are making their mark with their unique talent and drive.

In the spotlight this week is Mihir Lele, a visual artist, animator, and designer, whose work doesn’t cease to amaze us! His spectacular art is a testimony, not just to his aesthetic sensibility, but also to his nuanced and incisive views. Read on to know his story.

Tell us about your journey – how did you decide to pursue a career in animation? 

I was always a creative child in all my classes—school and junior college. I disliked maths, physics and chemistry. I wasn’t very good at it either. I hated numbers, but I loved drawing. My school calendars, textbooks and even my answer sheets would be filled with little doodles and illustrations. I remember illustrating little scenes below the answers I wrote in my English/ Hindi literature papers, demonstrating the written answer visually. My teacher once told my mother how it baffled her that I found time in between a 3-hour exam to illustrate these answers. But it came very naturally. I enjoyed doing that. Subjects like literature and social sciences had always been my stronger subjects. So there was always an affinity towards the “arts” side.

Also, my parents were a huge source of encouragement ever since my childhood. They never switched channels when they got bored of watching Cartoon Network, Nickelodeon and Pogo with me, for hours. They used to tell me to draw what I saw on screen—my favourite characters, the scene I enjoyed the most and so on. I think my sense of storytelling also developed because of this encouragement. It became very personal (the importance of which I’d later learn from my mentor in design school).

So, I think a combination of all these factors led to my decision to take the plunge into a creative field. There was never really any other choice for me. As for animation, it was for the love of the medium. I was in awe of anything I saw that was animated. I grew up in an environment where animation was never looked at as a children’s pastime. Drawing was a hobby. So I knew it was something I’d enjoy—making a career out of my hobby. I knew I couldn’t live day in day out doing something I didn’t enjoy. There’s no way, even today, I can even think of doing a 9-5 job.

What’s the most exciting project or projects you’ve worked on?

I think my first professional project with AIB has one of the most serendipitous stories behind it. I used to listen to their podcasts while working on my short film in grad school (Ahmedabad). As an admirer of their work in comedy, I made a little caricature of Tanmay and mailed it to him. He replied to that and asked me to meet him if I ever attended any of his live standup shows. I did that on one occasion and met him backstage. When I told him I was studying to be an animator, he discussed the idea of Indian Mario with me.

I jumped at the opportunity and completed the Mario sketch alongside my college short film that year. I managed to graduate with another short film I worked on with AIB. From not being able to cope up with the college workload in the 1st year of animation specialisation to completing 3 full-fledged animation projects (one of which was my graduation thesis) in my last year at college, I did surprise myself.

Apart from that, the series in collaboration with Abish Mathew is something that I always look forward to working on. I get the complete creative freedom to make these short films and these kinds of opportunities rarely come by when you’re a freelancer taking up client work. So I’m always excited to work on our collaborations.

Working on the Afsos title sequence was also quite exciting. I got to work with Anirban and Dibya, the creators of the show, and the collaboration turned out to be one of the most fruitful and creatively satisfying ones. When the brief is “there is no brief”, the possibilities are endless. 

Also, I love working on my own content and telling stories that I want to, that are devoid of any work pressure/timelines/ feedback/ approvals, etc. I try to work on at least one self-initiated project every couple of months, however tiny, to keep putting out content that I believe in.

Do you ever experience a creativity block? If yes, how do you deal with it?

Yes. I think every creative person faces a creative block from time to time. I often face a situation where I feel I have burnt out and have no creativity left in me. There have been times when I’ve not had enough motivation or drive to complete something, or even start something new. Sometimes even a long break, a movie or some time off doesn’t help. I think I don’t have one definite answer to this. I have a different process to come out of it each time.

But I have noticed that just pushing myself to do anything just because I have to doesn’t help. For me, any good creative product can never be produced without me pouring myself completely into it. So, I take my friend’s advice of not being too hard on myself, cutting myself some slack and just giving myself some time because I know that the minute I find something exciting to sink my teeth into or even just one window in, I will give it my all.

Also, I go back to thinking about why I started. I’ll spend hours perfecting something, without feeling any fatigue or boredom, if it’s something that excites me. I know I’ve chosen the right profession as I love spending time working on something that interests me. 

If you had to describe your experience with AIB in three words, what would they be?

“Invest in People” is my biggest takeaway from my time at AIB.

I learnt that it isn’t important whether or not you’re working with the best, but it matters if you’re working with someone who is giving their best. A person who is truly motivated and excited about making things happen will have more to offer to you and your collaborations.

Skill sets can be acquired. One will eventually get better at anything with time. But one cannot magically acquire work ethics and drive. 

Besides animation, what are your other interests? 

I’ve picked up an interest in painting shoes. Just simple acrylics on canvas shoes. I find it pretty therapeutic and it works well as a distraction from my everyday work, which is usually in front of a computer screen. They make for great gifts too. 

Apart from that, I cook occasionally. I find it all de-stressing—going grocery shopping, prepping, cooking. Nothing too fancy, I make a decent chicken salad, roast chicken and pasta. I am a huge film buff and consume a lot of content. I watch anything and everything.

What advice would you give to someone who’s looking to choose a career in this industry?

I think one of my biggest learnings from having spent a couple of years in this field is that your work does not define you, your consistency and sincerity does. Don’t make work your be-all and end-all. One is so much more than just the work they put out.

There are so many external factors that contribute to making a project see the light of the day. Sometimes everything works perfectly in sync for the best version of your work to come out. Sometimes, nothing does. So one can never control every aspect of a project. But the one thing one can control is one’s diligence in approaching each project. So sometimes one’s project will work, sometimes it won’t. Sometimes they’ll be appreciated, other times they won’t. So I would say, see if you’re learning a little more than what you already knew from each project you take on, use feedback which you think will help you better your work and cut out the noise.

Which are your favourite accounts to follow on Social Media and why? 

One of my favourite social media accounts is that of the illustrator Pascal Campion, for his original style and thought process. Every time I spend a little bit of time looking at his work, I always come out on the other side feeling so inspired. He also does these quick existential comics on his Instagram which are just so profound.

Another account I absolutely love is Ben Marriott’s YouTube and Instagram. He consistently puts out motion design tutorials and curates great designs. I always learn something every time I spend some time on his page. I also follow a bunch of animation-related pages like that of Tarun Lak (Pixar Animator), Frame by Frame Animation that does animation related motion, art and design analysis and Vaibhav Studios (for some of the funniest and original Indian animation).

Apart from these, I follow a couple of non-work-related accounts that just make me happy, like @lauraiz (you’ll know when you see it) @tuckerbudzyn ( I love this dog!), and @hoezaay (because he’s so effortlessly funny each time).

If your life was a book or movie, what would it be called? 

My life is still in its early scripting stages. Too early to decide a name for it. I think a working title could be “Barely Adulting” 😛

What’s the first thing you want to do once this pandemic is over?

Go to Mondys (Cafe Mondegar, Colaba, one of my favourite places in Mumbai) and get a drink. 

Where can people get in touch with you?

Website: https://mihirlele6.wixsite.com/work

Email: [email protected]

Instagram: mihirl

Digital Marketing During COVID-19

Brands across the globe are slowly coming to terms with the power of digital marketing with the effects of Covid-19. Whether your brand has temporarily frozen on-ground activities or implemented remote working, adapting to digital platforms can be an optimal way to connect with your consumers in the times ahead. Here are some ways in which brands can leverage Digital Marketing during this pandemic.

  1. Enhance visibility

The Internet is the only place not quarantined for consumers. Brands should explore the realms of Social Media to build awareness, generate leads, determine how the market feels about you, and much more.

Source: Social Pilot 

  1. Connect with your customers

Always create an emotional connection with your customers. Creating content that interacts with consumers and makes them feel good is crucial in these challenging times. 

Source: Social Pilot

  1. Engage on Social Media

59% of consumers started spending more time on Social Media platforms during the pandemic to keep them entertained, connected, and informed. Assess this opportunity to double down on Social Media. Build trust with your existing and new customers. 

Source: ClickZ

  1. Be future-ready

Many companies that have transitioned online recently will remain online in the future. The relationships you build with consumers now will only strengthen your brand in a post-pandemic world.  

 Source: Hubspot

  1. Be Proactive

Companies in India, Italy, and Spain are leading the way with 73%, 71%, and 66% of their respondents making purchases through social ads. Consider investing in content warehousing and building strong SEO for your domains. 

 Source: ClickZ

  1. Bonus Benefit!

To add a little more something to your Social Media strategy contact us and let us help you make your mark!

Featured Interview

This interview was part of the CallumConnects series featured in The Asian Entrepreneur.

What’s your story?
I am an accidental entrepreneur with a fascination for human behavior.

I studied Psychology and was working as a school counselor, when I began accepting writing projects in my free time. What began as an extracurricular interest soon became a full-time occupation. Before I knew it, I had transitioned into a content writing role at a digital communications agency. Over the next few years, I worked with a number of exciting brands across various industries.

In early 2017, while talking with a friend, who was also an ex-colleague, we realised that our creative aspirations were aligned and that our skill sets were complementary — basically, we saw an opportunity for collaboration. The decision to set up a company came with apprehensions, but 3 years and 25 clients later, I can safely say that I’m on a journey I am happy to have chosen.

“As an agency, we cater to brands from multiple sectors, so no two days are ever the same.”

What excites you most about your industry?
This industry relies on vibrant talent from different walks of life — from strategists and developers to stylists and visual artists. It is exhilarating to witness the processes of these varied professions as they bring an idea to life.

As an agency, we cater to brands from multiple sectors, so no two days are ever the same. Besides, the digital medium is so dynamic, with channels, trends, and audiences evolving at an astonishing rate, the demand for fresh ideas and new perspectives is extremely high. While meeting this demand can be challenging, it also keeps the adrenaline pumping.

What’s your connection to Asia?
I was born and raised in India. I spent most of my student and professional life in Pune and Mumbai, respectively, before moving to Singapore in 2017.

Favourite city in Asia for business and why?
Singapore, for its impeccable work ethic and Mumbai, for its charged pace and bustling energy.

What’s the best piece of advice you ever received?
“A job well done is a reward in it’s own right.
This is a quote from one of my favourite books, “A Man Called Ove,” by Fredrik Backman, but I think the articulation resonates with me because it echoes what my parents have always tried to drive home.

Who inspires you?
I am inspired by a number of people, particularly the women in my family. I have had the privilege of growing up around courageous, resilient, supportive and independent minded women. It is from their lives that I continue to draw strength.

I also find inspiration in the books I read. I think books provide a vantage point that widens the range and depth of one’s observations and enables one to engage with unfamiliar viewpoints. This is not just true of factual narratives. A lot of fiction, too, is rooted in human experiences that are insightful and inspiring. Even the simplest stories are sometimes a testament to the endless potential of the human spirit.

What have you just learnt recently that blew you away?
That friends make amazing business partners! I can’t say if this is the exception or the rule, but I derive great motivation and confidence from the camaraderie I share with my co-founder. 

Another thing that has blown my mind, more recently, and almost literally, is the power of daily meditation. I used to be a “need-based” meditator, but meditating everyday over the last few weeks has made me realize the remarkable impact mindfulness can have, not only on one’s mental faculties but also on the experiences one attracts.

If you had your time again, what would you do differently?
I would trust my intuition and abilities more. I stuck to what I thought were my strengths and was hesitant to challenge myself for far too many years of my life.

How do you unwind?
I enjoy dancing. I am part of a dance team that trains every week and performs at local and international dance events. I also love reading books and find yoga very relaxing.

Postcard media

Favourite Asian destination for relaxation? Why?
Kovalam for its pristine beaches and delightful coastal food, and Koh Samui for its idyllic vibe and because it is a foot spa heaven! 

Everyone in business should read this book:
“Thinking, Fast & Slow,” by Daniel Kahneman.

Shameless plug for your business:
Postcard Media is a Digital Marketing and Creative Communication agency. We partner with brands to develop and sustain their digital marketing, corporate marketing and employer branding initiatives through our innovative solutions. Our services include:
– Social Media Marketing
– Digital Advertising 
– Content Strategy and Creation
– Branding 
– Website Development 

How AI, Machine Learning, and Data Science Are Disrupting Incumbent Industries

Technology is a tool that is invading all parts of our lives. We have personal internet machines in our pockets everywhere we go. The wide acceptance of technology allows companies and entrepreneurs to create easier access to goods and services that weren’t always available. At the same time, there are still miles to go before we reach an equitable society. It is also making difficult tasks such as insurance or mortgages incredibly simple, taking the daunting aspects away from smart financial decisions. 

Technological innovations are keeping companies on their toes. Industry giants who aren’t allocating resources to R&D or software development might need to start counting their days as entrepreneurs. Top tech disruptors build apps and software services that offer a better product than the incumbent industries. Complacency in today’s economy will spell disaster down the road. 

Insurance

Insurance has been around for an incredibly long time, and up until recently, we still had to talk to a sales representative to qualify and receive services. Now the process can be completed without talking to another human being. Many insurance providers have AI chatbots to guide you through the process. These chatbots take out the confusion, relieve us of the embarrassment of not knowing the jargon, and permit us to take our time looking at documents before signing our name. Lemonade—not the Beyonce album or the drink, but the online-based home owner’s insurance company—is stealing large pieces of the market in an industry that has seen little innovation in the past fifty years. The company’s mobile app developers create such a streamlined process a cave dweller could do it. 

Finding Qualified Candidates from Old Applications

Every day thousands of jobs are posted by HR reps only for them to receive hundreds of applications. A hiring manager at a large company will see hundreds of applications a week. Restless Bandit believes that companies can save time by revisiting old applications. Even candidates not selected for one role might be a good fit for a new position or still be interested in the original position if it becomes available again. Restless Bandit uses machine learning algorithms to analyze resumes and job descriptions to produce candidates who are well qualified to fill empty roles. Leaving this search to an algorithm is a cost-saving measure for HR departments.

The company’s machine learning algorithms have scanned over 100 million job descriptions and 300 million resumes to help global companies such as Adidas and Gannett. Their algorithms are altered by data scientists to improve outcomes and remove bias. You can become a data scientist by attending a top data science bootcamp

Taking Control of Our Health

Health experts have argued that technology is a detriment to our health by reducing our physical activity, looking at screens all day, and decreasing in-person social interactions. The combination of health sciences and computer science might help reverse the negative trends technology has caused. Mental health advocates are taking advantage of technologies to help us improve our overall wellbeing. The healthcare sector is growing and tech companies are riding that wave by offering ways to collect data on bodily responses and implementing better habits based on the results. There are hundreds of types of wearable tech that focus on heart rate, tone of voice, and blood pressure. 

The Covid-19 pandemic has elevated the use of teladoc appointments. The feature increases the number of patients a doctor can see and reduces travel as well as the risk of infection from other sick patients. It also takes less time than visiting the doctor’s office in person. We can take the doctor with us everywhere, using our mobile apps.  

Business Intelligence

More data is generated today than ever before, giving businesses and professionals more access to the drivers of their success. Proper analytics of datasets can help businesses leverage high impact decisions to increase revenue, cut costs, and set applicable goals. Seekify is helping companies and their clients align efforts to build successful relationships that benefit both parties. Seekify uses an algorithm to collect and organize data into useful data sets. Using these data sets to find trends helps companies build better business practices. 

You Can Be A Disruptor Too

We are only experiencing the tip of the iceberg of tech innovation. As technologies become less expensive and more readily available, innovation will reach more industries. You can be a part of the next wave disruption by learning the required skills to be a software engineer at a top coding bootcamp.  

The author, Artur Meyster, is the CTO of Career Karma (YC W19), an online marketplace that matches career switchers with coding bootcamps. He is also the host of the Breaking Into Startups podcast, which features people with non-traditional backgrounds who broke into tech.