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.
What does failure mean to you?
A sign from the universe to change something
What’s your superpower?
Which is your favourite city in the world?
Favourite books this year
Women who run with the wolves by Clarissa Pinkola Estes
If you weren’t a venture capitalist, you’d be..
Flinto is an early learning brand that uses psychologists-backed insights to design products for critical thinking, problem-solving, collaboration and teamwork. In other words, crucial 21st century life skills.Read More
Indian consumers have repeatedly demonstrated their comfort with new technology. And that's starting to show at scale in the 120 emerging metros where demand for new and better products and services outpaces supply. Even at the foothills of the Himalayas, people are ready for life online – and open to a new way of doing things.Read More
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.Read More
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.Read More
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 […]Read More
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.Read More
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.Read More