Library
Workshop content library
Everything the workshop draws on: archetypes, verified-source Indian examples, frameworks, the quiz and a plain-language glossary.
Brand matches are our interpretation, for discussion. They are not claims made by the brands.
Leave a mark
Brands that want to change things and be remembered for it.
“Rules are made to be broken”
- Desire
- Liberation
- Voice
- Disruptive, Rebellious, Combative
- Brands
- Fastrack, Bira 91, CRED
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- Drives
- Liberation, Change, Independence, Righteousness
- Fears
- Conformity, Servitude, Complacency, Powerlessness
- Strategy
- Denounce the status quo; disrupt and shock
- Icon
- Vijay, Deewaar
- Line
- Fastrack, “Move On”
- Message
- We break the rules that hold you back, so you can live on your own terms.
“It can happen”
- Desire
- Power
- Voice
- Mystical, Informed, Reassuring
- Brands
- Jio, Lakmé, Ola Electric
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- Drives
- Transformation, Vision, Knowledge, Discovery
- Fears
- Stagnation, Doubt, Ignorance, Uncertainty
- Strategy
- Develop a vision and live by it
- Icon
- Mr. India
- Line
- Jio, “Jio Digital Life”
- Message
- We make the impossible feel ordinary, and turn what you imagine into what you live.
“Where there's a will, there's a way”
- Desire
- Mastery
- Voice
- Honest, Candid, Brave
- Brands
- Thums Up, MRF, Bajaj
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- Drives
- Mastery, Courage, Growth, Achievement
- Fears
- Weakness, Cowardice, Incapability, Giving up
- Strategy
- Become stronger; prove the doubters wrong
- Icon
- Baahubali
- Line
- Thums Up, “Taste the Thunder”
- Message
- We give you the strength to rise to the challenge and win.
Connect with others
Brands that bring people closer and help them belong.
“I only have eyes for you”
- Desire
- Intimacy
- Voice
- Sensual, Empathetic, Soothing
- Brands
- Tanishq, Sabyasachi, Cadbury
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- Drives
- Intimacy, Passion, Indulgence, Affection
- Fears
- Rejection, Loneliness, Isolation, Being unwanted
- Strategy
- Reaffirm beauty; red-carpet treatment
- Icon
- Raj & Simran, DDLJ
- Line
- Cadbury Dairy Milk, “Kuch Meetha Ho Jaaye”
- Message
- We celebrate the people and moments you love, and make every one feel special.
Connect with others
Jester
“If I can't dance, I'm not part of it”
- Desire
- Enjoyment
- Voice
- Fun-loving, Playful, Optimistic
- Brands
- Amul, Fevicol, Zomato
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- Drives
- Fun, Laughter, Togetherness, Positivity
- Fears
- Boredom, Gloom, Sadness, Negativity
- Strategy
- Promote good times; make them laugh
- Icon
- Baburao, Hera Pheri
- Line
- Amul, “Utterly Butterly Delicious”
- Message
- We bring the fun back into everyday life, and remind you not to take it all so seriously.
Connect with others
Everyman
“You're just like me, and I'm just like you”
- Desire
- Belonging
- Voice
- Friendly, Humble, Authentic
- Brands
- Tata Salt, Maruti Suzuki, Parle-G
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- Drives
- Belonging, Togetherness, Equality, Inclusion
- Fears
- Exclusion, Standing out, Hostility, Isolation
- Strategy
- Align with basic values; welcoming community
- Icon
- R.K. Laxman's Common Man
- Line
- Tata Salt, “Desh ka Namak”
- Message
- We are made for people like us: honest, dependable and always within reach.
Provide structure
Brands that create order, care and control for others.
Provide structure
Caregiver
“Love your neighbour as yourself”
- Desire
- Service
- Voice
- Caring, Warm, Reassuring
- Brands
- LIC, Dettol, Apollo Hospitals
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- Drives
- Service, Support, Recognition, Gratitude
- Fears
- Ingratitude, Neglect, Helplessness, Blame
- Strategy
- Put others before self
- Icon
- Munna Bhai MBBS
- Line
- LIC, “Zindagi ke saath bhi, zindagi ke baad bhi”
- Message
- We look after you and the people you love, so you never have to face it alone.
“Power isn't everything, it's the only thing”
- Desire
- Control
- Voice
- Commanding, Refined, Articulate
- Brands
- Taj Hotels, Raymond, The Leela
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- Drives
- Power, Prosperity, Status, Success
- Fears
- Weakness, Insignificance, Failure, Chaos
- Strategy
- Exert leadership; demonstrate superiority
- Icon
- Subhash Nagre, Sarkar
- Line
- Raymond, “The Complete Man”
- Message
- We set the standard others follow, and give you the confidence of being in control.
“If it can be imagined, it can be created”
- Desire
- Innovation
- Voice
- Inspirational, Daring, Provocative
- Brands
- Asian Paints, Fabindia, Camlin
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- Drives
- Creation, Originality, Self-expression, Imagination
- Fears
- Stagnation, Duplication, Familiarity, Indifference
- Strategy
- Inspire imagination; encourage originality
- Icon
- Rancho, 3 Idiots
- Line
- Asian Paints, “Har Ghar Kuch Kehta Hai”
- Message
- We give you the tools to make something that is truly yours.
Seek fulfilment
Brands that chase meaning, simplicity, truth or freedom.
“Life is simple, and simplicity is elegant”
- Desire
- Safety
- Voice
- Optimistic, Honest, Humble
- Brands
- Nirma, Mother Dairy, Dabur
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- Drives
- Happiness, Goodness, Simplicity, Honesty
- Fears
- Complexity, Deceit, Doing wrong, Negativity
- Strategy
- Display wholesome virtue
- Icon
- Pawan, Bajrangi Bhaijaan
- Line
- Nirma, “Doodh si safedi”
- Message
- We keep life simple, pure and good, just as it should be.
“The truth will set you free”
- Desire
- Understanding
- Voice
- Knowledgeable, Assured, Guiding
- Brands
- Times of India, Zerodha, Unacademy
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- Drives
- Wisdom, Intelligence, Expertise, Information
- Fears
- Ignorance, Misinformation, Being fooled, Inaccuracy
- Strategy
- Show the path to wisdom
- Icon
- Chanakya
- Line
- The Times of India, “Let Truth Prevail”
- Message
- We help you see clearly and decide wisely.
“Don't fence me in”
- Desire
- Freedom
- Voice
- Exciting, Fearless, Daring
- Brands
- Royal Enfield, Mahindra Thar, Wildcraft
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- Drives
- Adventure, Exploration, The unknown, Self-discovery
- Fears
- Confinement, Immobility, Feeling trapped, Caution
- Strategy
- Celebrate the journey
- Icon
- Zindagi Na Milegi Dobara
- Line
- Mahindra Thar, “Explore the Impossible”
- Message
- We set you free to go further and discover who you are along the way.