The Sage Archetype

-Pallavi Salvi To know is to grow. Eagerness to know, seek information, understand, imbibe, inculcate and then pass-on, teach, explain, share – Here is a Sage personality; methodical and objective. An unquenchable thirst to know more; they have time, history and proven strategies on their side. A constant desire to discover the truth, they use intelligence and analysis to understand the world. Their strategy is to seek out information and…

January 12, 2018
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Frozen Foods in India

Frozen foods exist in a plethora of cuisines and cater to an enormous portion of the market. Whether as the value-added French fries, samosas, spring rolls, or chicken nuggets, they are an efficient, delicious, and time-saving option compared to fresh produce.  In 1924, Clarence Birdseye, a former fur trader discovered that fish that were consumed after preservation, months after when they were caught, tasted as good as when they were…

December 22, 2017
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The Jester Archetype

The Jester Archetype By: Tanvi Anand, Deepa Soman “You only live once, so lighten up because life is meant to be enjoyed”. Abiding by this motto, the Jester archetype exhorts life be lived to its fullest. The Jester is present-minded and for them joy is a primary concern. The Jester deals with situations by displaying a masterful use of humour. Jester is at peace with the paradoxes of the world….

November 24, 2017
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Innocent Archetype

Innocent Archetype By: Sreelakshmi Nair, Deepa Soman The Innocent/Child Archetype is a Jungian archetype, first discovered by Psychiatrist Carl Jung. In more recent years, Psychologist, Alice Millar, retrieves the positive side of the child archetype from a negative parental complex in the drama of the “gifted child”. Provide a relatively simple answer to an unidentifiable problem. Innocent Archetypes are associated with goodness, morality, simplicity, nostalgia or childhood. They have functions associated with cleanliness, health or…

November 17, 2017
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The Magician Archetype

The Magician Archetype By: Shweta Soman, Deepa Soman Having introduced the concept of Archetypes in the previous article, let us have an in-depth look at one archetype in particular viz. the Magician.   The Magician, associated with mystery and transformation, is a thinker who seeks power through knowledge. Often perceived as gifted, intelligent or intuitive, his/her abilities seem almost magical to onlookers. Magicians aim to understand the way the world…

November 10, 2017
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Relevance of Archetypes for Brands

Relevance of Archetypes for Brands By: Shweta Soman, Deepa Soman With brands having permeated every sphere of the human existence, understanding branding has become extremely essential for companies. In our highly consumer centric society, companies are no longer mere suppliers of goods and services; they are sellers of dreams and aspirations. People tend to express their personalities, both actual and idealistic, with the commodities they buy. Brands are essentially products…

November 3, 2017
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Getting Up and Close with the Consumers

The way people communicate, get entertainment, shop, and socialize has changed dramatically. Thanks to the smartphone, access to consumers has also changed. It is now possible to reach people across geographies, socio-economic status, cultures and ethnicities without any prohibitive barriers like high costs and distance. We at Lumière recently explored a new dimension of moderation with consumers across the globe sitting comfortably back at our offices. While we have been…

October 30, 2017
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Nutrition Negative India!

As India inches close to becoming the most populous country in the world, one aspect that continues to be under constant scrutiny is how the country fluctuates in its health index. According to the latest Global Hunger Index, India, which ranks 100 out of 119 countries, is one of the countries with the “lowest reduction in hunger” in the nine years. Companies operating in India understand now the importance of addressing the BOP…

October 17, 2017
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