Lightbox

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 products, expereince and culture of the company 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 the new brand for Reliance Jio.

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

rt @: too niche to fail

Really happy to see the mumbai high court protect citizens’ right to public transport. We don’t value our courts en…

Fantastic

rt @: "when making plans, think big. when making progress, think small." — @ https://t.co/mhh6b0xybo

How to uncommodify a market

“Genuine discovery”

@ the sole purpose of the cheque book now is for cancelled cheques!

“By focusing on feelings rather than performance, Lululemon is trying to distinguish itself from the overcrowded ac…

The secret to retail is taking a best seller off the shelf

Q&A

What does failure mean to you?  
A sign from the universe to change something

What’s your superpower?
Reductionism

Which is your favourite city in the world?
Mexico City

Favourite books this year
Women who run with the wolves by Clarissa Pinkola Estes

If you weren’t a venture capitalist, you’d be..
A dancer