Sketch

24/08/2026

What if “Mmmm” could end an argument?

We’ve all been in those arguments where nobody wants to agree. Bingo! Mad Angles takes that everyday situation and gives it a very Mad solution.

In the new Har Mad Problem Ka Mad Solution campaign, Mr. Grump refuses to listen to anyone. Then he takes a bite of Mad Angles and suddenly every response becomes “Mmmm”, turning disagreement into agreement.

The clever part is that the brand doesn’t have to create a new expression. It takes its familiar “Mmmm” and gives it another meaning.

That makes the idea easy to understand, easy to remember and very much in the Mad Angles world.

It’s a simple idea, but one that shows how much more a familiar brand asset can do when used in an unexpected way. That’s something we value at Sketch.

Credit: Bingo! Mad Angles × Tonic Worldwide

22/08/2026

Post 2

We’ve all seen them at checkout. Handling fees, rain charges, convenience fees and small cart fees. They may be familiar, but they’re hardly something anyone wants to see.

Amazon Now turned that frustration into the Museum of Unnecessary Charges, where these extra fees became exhibits instead of something customers had to pay.

The idea works because the campaign doesn’t simply say “no extra charges.” It makes the problem itself the centre of the idea, giving people a reason to stop, look and remember the message.

That’s what we at Sketch find interesting. A simple product benefit becomes more memorable when you build a story around the problem people already know.

Credit: Amazon Now × Social Panga

19/08/2026

15/08/2026

There has been a lot of confusion around whether India will celebrate its 79th or 80th Independence Day this year.
The answer is both.

India became independent in 1947, so 2026 marks 79 completed years of independence. But since the first Independence Day was celebrated in 1947, this year will be the 80th Independence Day.

79 years of independence. 80th Independence Day.

Wishing everyone a very Happy Independence Day!

17/07/2026

Happy World Emoji Day!

Spice up your conversation with 😄 ❤️ 😂 🙌 😍 ✨ 😎 ☕

16/07/2026

May every turn of the Rath’s wheel bring new beginnings, renewed hope and lasting happiness.

Wishing you a blessed Rath Yatra

08/07/2026

It's interesting how we often recognise someone without seeing them.

Sometimes it's a voice.

A familiar tone, a certain way of speaking or even a single line can instantly bring back memories.

Think about recognising a loved one from another room, hearing Amitabh Bachchan narrate a commercial before his name appears on screen or instantly recognising the familiar Airtel tune before you even look at your phone.

That's because recognition isn't always visual.

It's one of the reasons brand identity has evolved beyond logos, colours and typography. Today, the way a brand sounds can be just as memorable as the way it looks.

Whether it's a voice assistant, a podcast introduction, a customer support interaction or a campaign narration, people begin associating that voice with the brand behind it.

Recognition like this doesn't happen instantly.

It grows through consistency, familiarity and repeated experiences over time.

At Sketch, we often think of branding as something much larger than visual identity. Every interaction contributes to how a brand is remembered, including its voice.

Here's today's takeaway: People may first notice how your brand looks, but they often remember how it sounds.

15/01/2026

I’ve sat through countless performance reviews that felt like checking boxes rather than building futures.
Here’s the uncomfortable truth: most performance reviews fail growing businesses because they’re built for stability, not scale.
When you’re scaling, your team’s roles shift every quarter. The goals you set in January are obsolete by March. Yet we’re still using annual reviews designed for predictable, slow-moving organizations.
The real killer? We wait a full year to tell someone they’re off track. In a growing business, that’s like steering a speedboat while looking at last year’s map.
What actually works: continuous conversations, not annual events. Quick recalibrations, not lengthy retrospectives. Forward-looking alignment, not backward-looking judgments.
Growing businesses need performance systems that move at the speed of growth. Everything else is just theater that drains time and kills momentum.
The question isn’t whether your reviews are thorough. It’s whether they’re actually making your people better, faster.
www.sketchindia.com