THE POWER OF AND
"We live in multiverses. We think in multi-tabs. We are no longer in the era of either/or. The new currency is AND."
The world has shifted. From zero-sum mindsets to co-existence. From ‘this or that’ to ‘why not both?’
Consumers today stream OTT and watch TV. They order in and dine out. They hustle and heal. They binge and detox. And brand interactions? They now play in the intersection—between tradition and new age, between legacy and emerging, between what is measurable and what is transcendental. Most of all, cutting across generations, demographics and segments.
As businesses and decision makers, there is a need to tailor make offerings for a varied consumer palate and there is a merit to a standardized offering for mainstream segments. Similarly, communication today is personalized and customized on digital and operates with a TV copy targeting everyone.
The Power of And is an ode to this intersection. A celebration of contradiction, co-creation and convergence.
It is a lens that sees duality not as a problem, but as potential. That believes creativity and rigour, emotion and logic, craft and code can all sit at the same table — not in opposition, but in harmony.
This year, we invite you to reflect on the “And" moments that shaped your most powerful insight journeys.
Where did you blur the lines? Where did you hold the tension? Where did you walk two roads at once?
If your work navigated polarity, found a third way, or expanded the possibilities of ‘more than one’, we want to hear from you.