TREND: CONVERGENT CULTURE

New media channels (I-phone, social media networking, mobile phones, 3G broadband, online shopping. E-commerce entrepreneurs on rise & Increased foreign investment - Converting the aspirational Indian into an experiential Indian

Interactive experience - HD TV, 3D TV (TV viewing & recording), Live TV & Reality shows (MTV Crunch), Gaming (virtual gaming, X-box, Play Station), Sixth Sense interface

Augmented reality - Location based search, Facebook check-In, Convergence of media; taking the offline experience online (retailer tie-ups with mobile companies, Facebook, Twitter, I-Phone apps - NASSCOM Social media Summit 2011)

IPL & Sports Entertainment marketing – Less time – less interest, 20-20 matches, multimedia networking, youth marketing, targeted advertising, brand launch (Spinners by Shane Warne)

Family retailment – Family activities + entertainment (movies, food) + shopping = New Retail Destinations (wedding malls, kids mall, rise of HIGH STREETS)

YOUTH + multi-tasking activities. Eg: TV viewing + listening to music + mobile gaming + internet, Faking online, showing off

Nouveau Class: Rise of new IT savvy politicians (Chandrababu Naidu, Shashi Tharoor, Rahul Gandhi) , Govt 2.0, increased youth participation in governance (youth rallies seeking justice from the corrupt system, Gay right parade – A second awakening)

CONVERGENCE resulting in REVIVALISM - In India, revivalism can be seen as a amalgamation of contemporary and traditional values; a sense of nostalgia infused with modern upbringing - TRANSFORMATION ECONOMY

GLOBAL + LOCAL = GLOCAL - Emergence of global taste with an appreciation of local culture, Crossing regional linguistic barriers

Clean – Futuristic – Textural – Abstract - Mysterious – Grounded - Connected

CONVERGENT CULTURE – COLOUR STORY 1

THEME CONCEPT

THEME NAME:

CONVERGENT CULTURE- COLOUR STORY 1

THEME EXPLANATION:

Seemingly vanishing borders between people & technology; enabling proletarianisation of communication & travel. There is a move towards neo-futurism with sense of nostalgia.

This vast openness has created Secrecy & Mystery that surround the multitudinous souls; assuming new identities or simply faking.

KEY WORDS / MOODS:

- Clean - Futuristic - Textural - Abstract - Mysterious - Grounded - Connected

SUPPORTING IMAGERY

COLOUR STORY EXPLANATION

The colour story is constructed around a soothingly cool blue palette with white, dark turq and indigo acting as accent colour.

The range is greyed with the dust of white with a softness of faded blues and talcy mauves.

Whites & blues are interlaced into each other with grey shadows and backgrounds. Shades of sand and dark wood add a new raw dimension to this clean, crisp palette giving it a balance of rusticity and refinement.

CONVERGENT CULTURE – COLOUR STORY 2

Fresh - Organic – Streamlined – Geometric - Germinal – Glocal – Raw yet Contemporary

THEME EXPLANATION:

Anchored in traditional values, globalisation has imparted a modern outlook to the nouveau class promoting a positive switch of transcultural thoughts; stimulating growth & contouring new shapes.

An aesthetic revolution is on the rise where singular ethnicity is discarded for multiplicity; fusing tradition & modernity creating a ‘glocal’ convergence.

KEY WORDS / MOODS:

- Fresh- Organic - Streamlined- Geometric - Germinal- Glocal - Raw yet Contemporary

Lime green and yellow lend a fresh twist to this warm colour palette bringing harmony to this colour story. Raw, unfinished colours like sand, teak brown, beige, dark algae and moss green lend a natural flavour to this palette.

Earthy, crude browns with soft beiges infused with highlights of limegreen & yellow against unprocessed and ethereal backgrounds transmit a refreshing, lukewarm and radiating feel.

THEME CONCEPT SUPPORTING IMAGERY

COLOUR STORY EXPLANATION

THEME NAME:

CONVERGENT CULTURE- COLOUR STORY 2