one land, one mllion minds....

The need is to make your brand intrinsic to your consumer's life, like a brisk walk on a misty morning, a hot cup of tea on a cold evening, a morning newspaper in a desolate hill station or a glass of chilled beer after an intense cricket match played at 40 degree celsius.

It's a sign of reassurance that all is well with the world. It's an emotional bonding with the moment, and the brand.