Tina Mehta

Brand Strategist

As the Chief Vibe Officer, Tina ensures that Lightbox and our portfolio are connecting with customers. While “brand” is the conventional term for what she builds and protects, she tends not to like that singular explanation of things. It’s all about ensuring that the culture of the company and “vibe” are aligned with the execution plan. This then manifests in all interactions that the company has with the outside world... deep stuff!

It comes from years of great experiences at Wolff Olins, a branding consultancy, she worked on reinventing great old brands like GE, Target and Citi as well as creating new brands for Bono’s Product (RED), New Museum and New York City. She moved back to Mumbai in 2009 and most recently worked with venturethree, a design consultancy in London, on creating a brand for a new tech service soon to be launched by Reliance (RIL).

The intersection of design, marketing, brand, communication and technology is where Tina now lives.

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Articles by Tina Mehta


Could GreenDust be the emerging market brand from India we’ve all been waiting for?

Using technology to create a new economic model, Greendust’s ambitious founder talks about creating a “parallel universe” where the young and aspirational can sell old products and buy heavily discounted factory seconds.


Fans make brands

Creativity involves a certain amount of rebellion. The best thing a brand can do is to drive a product’s strategy through a market efficiently by provoking conversation and creating desire. Your fans represent the character, vibrancy and future of your brand.


How much of branding is culture?

The best thing a startup can do for its brand is to invest in creating experiences that make people whip their phones out to tweet or instagram immediately. Your brand isn’t what you say about yourself, it’s what people say about you.


India on Mobile

Good design doesn’t just deepen a connect but ensures that a connect and a business are actually possible.

15.04.2015 kyoorius

Is India ready for it?

As Apple launches its store online, Ikea opens one of its most ambitious projects in Hyderabad and Muji brings its functional minimalism to India what we’re witnessing is three of the world’s hottest brands pit creativity against the challenges India presents.


Reinventing Sales with Social Media

Shaiju Mathew , the Social Media whiz at Furlenco talks about how Furlenco is using social media and community to drive marketing and sales for the business.


Will Apple Pay succeed where everyone else has failed?

Arguably, no one has seen the mobile wallet story in India unravel as closely as Ajay Adiseshann, co-founder and CEO PayMate. Over the years, whilst waiting for consumer mobile payments to take off in India, PayMate has increasingly focussed on the more lucrative enterprise payment markets, building a PayPal for the B2B world across the […]