Luit

Luit At Luit, we help SMEs, SMBs, brands, and media houses scale their businesses through meaningful conte

  The first bite stopped me mid-thought.I wasn't prepared for it.I didn't even know what I was ordering properly.But tha...
26/12/2025


The first bite stopped me mid-thought.
I wasn't prepared for it.

I didn't even know what I was ordering properly.

But that first bite — it silenced everything.

It wasn't loud.

It wasn't heavy.

It wasn't indulgent in the usual way.
It was… precise.

Every bite had a flavour.

Not fighting. Not competing.

Just layered. Balanced. Intentional.

Something crunchy. Something warm. Something cool. Something umami that I can't even name.
And suddenly, I wasn't thinking.
I was just there.

That's the closest thing I can describe to ecstasy — not the explosive kind, but the quiet kind.

The kind where the mind goes silent because the senses are finally satisfied.

I realized something in that moment.
Most of my life, I've been living in excess —
too much emotion, too much thinking, too much trying to fix, explain, carry.

But this food wasn't excessive.
It was complete.

Nothing extra.

Nothing missing.

And that's when it hit me — this is how I want my life and my work to feel.

Not dramatic.

Not overwhelming.

Not chaotic.

But intentional.

Balanced.

Where every element has a reason to exist.

In business, I've often chased intensity —
big ideas, big promises, big outcomes.

But maybe mastery isn't about more.

Maybe it's about getting the balance so right that nothing needs to shout.

That sushi didn't try to impress me.
It trusted its craft.

And maybe that's the lesson I didn't know I needed — that when things are done with care, alignment, and restraint, they don't need hype.

They speak for themselves.

✨ Craft over chaos applies everywhere — especially in how we build businesses.

"I'm learning to choose balance over noise — in work and in life." 🌊

12/04/2025



| 𝗠𝗲𝗺𝗼𝗿𝘆 𝗠𝗲𝗲𝘁𝘀 𝗠𝗮𝗰𝗵𝗶𝗻𝗲

𝗖𝗵𝗶𝗹𝗱𝗵𝗼𝗼𝗱 𝗠𝗲𝗺𝗼𝗿𝗶𝗲𝘀

When I think of childhood, I don’t remember screens.
I remember comics—Phantom, Tintin, Archie.
I remember Print House, the little bookstore where both my parents would take us after their clinic hours.

I remember Toyland, tucked away in Sector 5 and Bittoo Toys, Faridabad—where my brother and I would stand wide-eyed, hoping Dad would get us the latest video game cartridge or the action figure we had been eyeing for weeks. Resources were limited, but the joy derived from these simple pleasures was immense.

My dad was a storyteller, and those stories shaped how I see the world—and how I tell stories today. Just imagination..

But imagination has evolved, hasn’t it?

Last night, I came across a campaign that stopped me mid-scroll—Toys “R” Us used OpenAI’s Sora to recreate the brand’s origin story. A completely AI-generated film. No actors. No sets. Just a vision... and code. And yet, it moved me.

𝗕𝗲𝗰𝗮𝘂𝘀𝗲 𝘁𝗵𝗶𝘀 𝘄𝗮𝘀𝗻’𝘁 𝗮𝗯𝗼𝘂𝘁 𝘀𝗲𝗹𝗹𝗶𝗻𝗴 𝘁𝗼𝘆𝘀. 𝗜𝘁 𝘄𝗮𝘀 𝗮𝗯𝗼𝘂𝘁 𝗿𝗲𝗺𝗲𝗺𝗯𝗲𝗿𝗶𝗻𝗴 𝘄𝗵𝗮𝘁 𝗶𝘁 𝗳𝗲𝗹𝘁 𝗹𝗶𝗸𝗲 𝘁𝗼 𝗯𝗲𝗹𝗶𝗲𝘃𝗲 𝗶𝗻 𝗺𝗮𝗴𝗶𝗰.

🎬 𝗧𝗵𝗲 𝗖𝗼𝗺𝗲𝗯𝗮𝗰𝗸 𝗦𝘁𝗼𝗿𝘆 𝗪𝗲 𝗗𝗶𝗱𝗻’𝘁 𝗦𝗲𝗲 𝗖𝗼𝗺𝗶𝗻𝗴

In a bold move, Toys“R”Us collaborated with creative agency Native Foreign to produce a 66-second brand film - “The Origin of Toys ‘R’ Us”. This film chronicles the story of young Charles Lazarus, the brand's founder, as he dreams of revolutionizing the toy industry. The narrative seamlessly transitions from a 1930s bicycle shop to a fantastical dreamscape filled with toys, capturing the essence of childhood wonder.

𝗕𝗲𝗵𝗶𝗻𝗱 𝘁𝗵𝗲 𝗦𝗰𝗲𝗻𝗲𝘀: 𝗖𝗿𝗮𝗳𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗗𝗿𝗲𝗮𝗺
The campaign was a collaboration between Toys “R” Us Studios and the Emmy-nominated creative agency Native Foreign, led by Chief Creative Officer Nik Kleverov. Utilizing OpenAI's Sora, a text-to-video tool, the team generated the visuals, complemented by corrective VFX and an original score composed by Aaron Marsh of the indie rock band Copeland.

Despite the AI-driven approach, the project required extensive human input. Detailed prompts were crafted for each scene to balance historical accuracy with modern appeal, highlighting that AI tools, while powerful, still rely heavily on human creativity and guidance.


As creators, marketers, and dreamers—this campaign made me pause and ask:

1. Can AI replicate the emotional depth traditionally achieved through human creativity?

2. How can brands balance technological innovation with genuine emotional connection?

At LUIT, we believe in harnessing technology to enhance storytelling, not replace the human touch that makes narratives resonate.

What are your thoughts on the integration of AI in storytelling?

Share your experiences and follow LUIT for more such stories where tech meets emotion.

11/04/2025



𝗧𝗵𝗲 𝘀𝗵𝗼𝗽𝗽𝗶𝗻𝗴 𝘁𝗿𝗶𝗽 𝘁𝗵𝗮𝘁 𝗿𝗲𝗺𝗶𝗻𝗱𝗲𝗱 𝗺𝗲 𝗵𝗼𝘄 𝗔𝗜 𝘀𝗲𝗲𝘀 𝘄𝗵𝗮𝘁 𝘄𝗲 𝗱𝗼𝗻’𝘁.

There’s this new grocery store that’s opened around the corner from where I live. You know the kind—freshly painted walls, shelves still smelling of polish, the quiet buzz of the AC, and that unmistakable scent of baked goods mingling with detergent and fresh veggies.

I walked in last week, just to pick up a few things. Nothing major. Just the usual… or so I thought.

Didn’t go in for anything specific—just one of those “let’s see what’s new” kind of visits. Picked up a few things, compared prices, scanned some labels. The usual. It was quick, smooth, uneventful.

I walked out thinking—wow, how simple this experience has become. We don’t even think twice before making decisions in a store. Then I thought of something deeper.

We’re always in a hurry, aren’t we?
Rushing through aisles, skimming labels.
We don’t read—we scan.
We just want the essentials:
Price? ✔️
Expiry? ✔️
Ingredients? ✔️
Add to cart. Move on.

Technology gets it.
Now, AI helps us compare prices in seconds.
Smart carts whisper offers.
Some stores abroad?
No checkouts. No queues. You just walk out, and the system does the rest.

And yet—
That night, something else caught my attention. A campaign. A small film. But it stopped me. Not because of the tech.
But because of who it was built for.

Not the hurried.
Not the multitaskers.
But for someone often left behind in this rush.

It was called 𝗕𝗿𝗶𝘁𝗮𝗻𝗻𝗶𝗮 𝗔-𝗘𝘆𝗲. An AI-driven shopping assistant—for the visually impaired. It lets users scan products and hear out everything we take for granted: product name, expiry date, ingredients, pricing, allergens… even recipes. Everything. It speaks. So they can shop, freely.

Built by Mindshare and VML, powered by Google Cloud’s Vertex AI, and piloted in More Retail stores with NGOs like Mithra Jyoti—this campaign isn’t just inclusive. It’s human.

𝗪𝗵𝘆 𝗶𝘁 𝘀𝘁𝗿𝘂𝗰𝗸 𝗮 𝗰𝗵𝗼𝗿𝗱?
Honestly? It gave tech a new heart.

Because this wasn’t about faster checkouts. It was about dignity, independence, and inclusion. A beautiful reminder that when tech is built right, it doesn’t just serve the majority—it empowers the unseen.

💭 𝗪𝗵𝗮𝘁 𝗶𝗳 𝗲𝘃𝗲𝗿𝘆 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗮𝘀𝗸𝗲𝗱: 𝘄𝗵𝗼 𝗲𝗹𝘀𝗲 𝗻𝗲𝗲𝗱𝘀 𝘁𝗵𝗶𝘀?

👉 I’m starting a new series—Tech with Heart—to explore stories where tech meets empathy.
If you come across a campaign that deserves a spotlight, share it with me. I’d love to weave it into this journey.

 The Power of Celebrating Topical Days: Why Brands Must Join the Conversation?It was just another spring morning, with t...
14/03/2025



The Power of Celebrating Topical Days: Why Brands Must Join the Conversation?

It was just another spring morning, with the scent of festivity in the air. A man scrolled through his feed, sipping his chai, casually browsing updates. Amid the usual promotions and endless ads, something caught his eye.

A well-known sweets brand wasn’t just selling gujiyas—it was sharing stories of small-scale mithai makers who had perfected their craft over generations. Another brand, a clothing retailer, wasn’t just showcasing vibrant kurtas—it was highlighting stories of artisans whose hands brought Holi’s colors to life. He smiled. It wasn’t just another morning anymore; it was a moment of nostalgia, tradition, and connection.

The Art of Engagement

Brands that celebrate topical days aren’t just filling up a marketing calendar. They’re creating opportunities to resonate with their audience in a way that goes beyond transactions.

Take, for example, Cadbury’s campaigns during Indian festivals. Whether it’s Diwali, Raksha Bandhan, or Holi, the brand doesn’t just sell chocolates—it becomes a part of the joy, the gifting, and the laughter. It’s not about a product; it’s about the shared sweetness of the moment.

When brands align themselves with these celebrations, they:
✅ Break the monotony of regular promotions by tapping into emotions.
✅ Spark conversations by evoking nostalgia and shared traditions.
✅ Showcase their values beyond just what they sell.

Brand Awareness: The Power of the Right Hashtag

When a brand participates in a topical conversation, it’s not just engaging its existing audience—it’s stepping into a much wider cultural movement. Hashtags like , , or don’t just trend; they create massive digital conversations.

Take Zomato’s iconic Holi campaigns—playful, relatable, and centered on how food is at the heart of every celebration. The use of hashtags like or turned simple promotions into viral trends.

Beyond Awareness: Driving Sales with Relevance

Let’s be real—at the end of the day, businesses need sales. But here’s the secret—when done right, topical content doesn’t just engage; it influences purchasing decisions.

The key to making topical content work? Authenticity. It’s not about just hopping on trends but about aligning them with your brand’s identity.

After all, the most beautiful colors are the ones that bring people together. Here’s to a Holi that’s not just about shades of gulaal but about shades of change.

Happy Holi!

12/02/2025


𝗧𝗵𝗲 𝗙𝗮𝘀𝗰𝗶𝗻𝗮𝘁𝗶𝗻𝗴 𝗦𝘁𝗼𝗿𝘆 𝗕𝗲𝗵𝗶𝗻𝗱 𝗔𝗜𝗥’𝘀 𝗜𝗰𝗼𝗻𝗶𝗰 𝗦𝗶𝗴𝗻𝗮𝘁𝘂𝗿𝗲 𝗧𝘂𝗻𝗲
Close your eyes and feel the warmth of a familiar melody, a journey back in time.For decades, this tune marked the start of the day for millions of Indians—the unmistakable signature of All India Radio (AIR). But here’s something you might not know: the man who created this iconic sound wasn’t Indian.

𝗜𝘁 𝘄𝗮𝘀 𝗰𝗼𝗺𝗽𝗼𝘀𝗲𝗱 𝗯𝘆 𝗪𝗮𝗹𝘁𝗲𝗿 𝗞𝗮𝘂𝗳𝗺𝗮𝗻𝗻, 𝗮 𝗝𝗲𝘄𝗶𝘀𝗵 𝗿𝗲𝗳𝘂𝗴𝗲𝗲 𝗳𝗿𝗼𝗺 𝗘𝘂𝗿𝗼𝗽𝗲 𝘄𝗵𝗼 𝗳𝗹𝗲𝗱 𝗡𝗮𝘇𝗶 𝗽𝗲𝗿𝘀𝗲𝗰𝘂𝘁𝗶𝗼𝗻.

𝗜𝗻 𝟭𝟵𝟯𝟰, 𝗞𝗮𝘂𝗳𝗺𝗮𝗻𝗻, a talented musician from Czechoslovakia, landed in Mumbai, escaping Hitler’s reign. India wasn’t his first choice—honestly, it was just one of the few places where getting a visa was easy. But what started as a desperate escape turned into a deep, lifelong connection with Indian music.

At first, he found Indian classical music completely unfamiliar, even strange. But instead of turning away, he immersed himself in its rhythms and ragas, determined to understand its beauty. His dedication led him to become the Director of Music at AIR (1936–1946). 𝗔𝗻𝗱 𝘁𝗵𝗮𝘁’𝘀 𝘄𝗵𝗲𝗿𝗲 𝗵𝗶𝘀𝘁𝗼𝗿𝘆 𝘄𝗮𝘀 𝗺𝗮𝗱𝗲.

Teaming up with violinist Mehli Mehta (father of world-famous conductor Zubin Mehta), 𝗞𝗮𝘂𝗳𝗺𝗮𝗻𝗻 𝗰𝗼𝗺𝗽𝗼𝘀𝗲𝗱 𝘁𝗵𝗲 𝘀𝗶𝗴𝗻𝗮𝘁𝘂𝗿𝗲 𝘁𝘂𝗻𝗲 𝗼𝗳 𝗔𝗜𝗥, 𝗯𝗮𝘀𝗲𝗱 𝗼𝗻 𝗥𝗮𝗮𝗴 𝗦𝗵𝗶𝘃𝗮𝗿𝗮𝗻𝗷𝗶𝗻𝗶. Little did he know, this melody would become the morning anthem for an entire nation.

𝗛𝗶𝗻𝗱𝗶 𝗙𝗶𝗹𝗺 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻:
Kaufmann's arrival in Mumbai coincided with the transition from silent films to talkies. His expertise in Western music proved valuable in this evolving landscape. He composed background scores for several films, notably collaborating with Mohan Bhavnani, a filmmaker he had befriended back in Berlin.

𝗘𝗶𝗻𝘀𝘁𝗲𝗶𝗻'𝘀 𝗥𝗲𝗰𝗼𝗺𝗺𝗲𝗻𝗱𝗮𝘁𝗶𝗼𝗻:
Yes, Albert Einstein did indeed write a letter of recommendation for Walter Kaufmann, dated January 23, 1938. This letter, written in German, praised Kaufmann as an "inventive and gifted musician" with extensive experience in Eastern music and teaching.

𝗕𝘂𝘁 𝗞𝗮𝘂𝗳𝗺𝗮𝗻𝗻’𝘀 𝗷𝗼𝘂𝗿𝗻𝗲𝘆 𝗱𝗶𝗱𝗻’𝘁 𝘀𝘁𝗼𝗽 𝘁𝗵𝗲𝗿𝗲.

He went on to form the Bombay Chamber Music Society, bringing Western classical concerts to India. He later conducted for the BBC, led the Winnipeg Symphony Orchestra, and even became a professor at Indiana University.

𝗞𝗮𝘂𝗳𝗺𝗮𝗻𝗻’𝘀 𝘀𝘁𝗼𝗿𝘆 𝗶𝘀 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝗷𝘂𝘀𝘁 𝗮𝗯𝗼𝘂𝘁 𝗺𝘂𝘀𝗶𝗰. It’s about resilience, adaptation, and the power of art to transcend borders. It’s a proof that sometimes, the most defining cultural symbols are created by outsiders who find a new home in the most unexpected places.

🎶 𝗥𝗲𝗮𝗱𝘆 𝘁𝗼 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝘁𝗵𝗲 𝗺𝗮𝗴𝗶𝗰 𝗼𝗳 𝗔𝗜𝗥’𝘀 𝗹𝗲𝗴𝗲𝗻𝗱𝗮𝗿𝘆 𝘀𝗶𝗴𝗻𝗮𝘁𝘂𝗿𝗲 𝘁𝘂𝗻𝗲? 𝗖𝗹𝗶𝗰𝗸 𝗵𝗲𝗿𝗲 𝘁𝗼 𝗹𝗶𝘀𝘁𝗲𝗻!



 Merry Christmas, everyone! Did you know that Santa Claus wasn't an old man in a red coat before 1920's? As we celebrate...
26/12/2024



Merry Christmas, everyone! Did you know that Santa Claus wasn't an old man in a red coat before 1920's?

As we celebrate this festive season, let's delve into a fascinating tale of how branding transformed our image of Santa Claus and, in turn, our understanding of Christmas itself.

Before the 1920s, Santa wasn't the jolly, red-suited figure we know today. He was a much more varied character, sometimes depicted as an elf-like figure, thanks to the early work of Civil War cartoonist Thomas Nast. As early as 1862, Nast's illustrations in Harper's Weekly began shaping Santa's image, evolving him over the next two decades towards a more relatable persona.

But the real transformation began with a stroke of marketing genius. In 1930, artist Fred Mizen painted a scene for Coca-Cola featuring a department-store Santa enjoying a Coke at the world's largest soda fountain. This image, appearing in print ads like the one in The Saturday Evening Post in December 1930, marked the beginning of a powerful collaboration.

From 1931 onwards, Coca-Cola commissioned illustrator, Haddon Sundblom to create advertising images of Santa. Sundblom's genius lay in depicting Santa himself, not just a man in a Santa suit. For over three decades, from 1931 to 1964, Sundblom's Santa graced Coca-Cola ads, bringing him to life in vibrant scenes: delivering toys, playfully interacting with them, pausing to savour a Coke and read letters, visiting with excited children, and even raiding refrigerators for a refreshing treat.

This wasn't just an advertising campaign; it was a cultural phenomenon. Like other enduring campaigns such as the ToI Common Man or the Amul Butter Girl, Coca-Cola's Santa campaign became deeply ingrained in our collective consciousness. It solidified the image of Santa as the warm, friendly, red-suited figure we associate with Christmas today.

This Christmas, as we celebrate with loved ones, let's also appreciate the power of branding and its ability to shape our traditions and perceptions. It's a reminder that even the most cherished traditions can have fascinating origin stories.











  𝗔 𝗧𝗮𝗹𝗲 𝗼𝗳 𝗧𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻, 𝗧𝗮𝘀𝘁𝗲, 𝗮𝗻𝗱 𝗧𝗶𝗺𝗲𝗹𝗲𝘀𝘀 𝗠𝗼𝗺𝗲𝗻𝘁𝘀Every sunrise brings a fresh start. Growing up, my days followed a sim...
28/11/2024



𝗔 𝗧𝗮𝗹𝗲 𝗼𝗳 𝗧𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻, 𝗧𝗮𝘀𝘁𝗲, 𝗮𝗻𝗱 𝗧𝗶𝗺𝗲𝗹𝗲𝘀𝘀 𝗠𝗼𝗺𝗲𝗻𝘁𝘀

Every sunrise brings a fresh start. Growing up, my days followed a simple rhythm, yet within that simplicity lay the joy of endless wonder and small adventures. Life was carefree, filled with innocence and discovery.

As I grew older, a new ritual slipped into my daily routine—a steaming cup of tea and a few Frontier biscuits shared with my father. That simple pairing became so much more than a snack; it became a bridge. Over those tea breaks, I’d share my fears, aspirations,dreams and plans for the future. My father, ever patient, would listen and offer gentle words of wisdom that quietly shaped my journey.

Life grew busier, more complex, as adulthood set in, but that little tea-and-biscuit ritual stayed. It became my anchor—a moment of calm amidst the chaos. The familiar crunch of Frontier biscuits always brought back memories of simpler times, reminding me to pause, reflect, and reconnect with what truly mattered.

Years later, as a parent, I found myself passing on this ritual to my own children. It became more than a snack; it became a way to share love, traditions, and values. Over tea and biscuits, we connected as a family, just like I had with my father.

Frontier biscuits have been more than a treat—they are a piece of history, a thread connecting generations. Established in 1921, their legacy is woven into countless lives, including mine.

I still remember walking into a Frontier shop as a child, captivated by the aroma of freshly baked goodies. The buttery cookies, pineapple pastries, and colourful rainbow cakes were little bites of happiness. Even today, every bite of a Frontier biscuit takes me back to those carefree days.

𝗦𝗼, 𝗵𝗲𝗿𝗲’𝘀 𝘁𝗼 𝘁𝗵𝗲 𝗺𝗼𝗺𝗲𝗻𝘁𝘀 𝘄𝗲 𝗰𝗵𝗲𝗿𝗶𝘀𝗵, 𝘁𝗵𝗲 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝘀 𝘄𝗲 𝗽𝗮𝘀𝘀 𝗼𝗻, 𝗮𝗻𝗱 𝘁𝗵𝗲 𝘁𝗶𝗺𝗲𝗹𝗲𝘀𝘀 𝘁𝗮𝘀𝘁𝗲 𝗼𝗳 𝗙𝗿𝗼𝗻𝘁𝗶𝗲𝗿 𝗯𝗶𝘀𝗰𝘂𝗶𝘁𝘀.

𝗪𝗵𝗮𝘁’𝘀 𝗮 𝗺𝗲𝗺𝗼𝗿𝘆 𝘁𝗵𝗮𝘁 𝘁𝗮𝗸𝗲𝘀 𝘆𝗼𝘂 𝗯𝗮𝗰𝗸 𝘁𝗼 𝘀𝗶𝗺𝗽𝗹𝗲𝗿 𝘁𝗶𝗺𝗲𝘀?
𝗔 𝗧𝗮𝗹𝗲 𝗼𝗳 𝗧𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻, 𝗧𝗮𝘀𝘁𝗲, 𝗮𝗻𝗱 𝗧𝗶𝗺𝗲𝗹𝗲𝘀𝘀 𝗠𝗼𝗺𝗲𝗻𝘁𝘀

Every sunrise brings a fresh start. Growing up, my days followed a simple rhythm, yet within that simplicity lay the joy of endless wonder and small adventures. Life was carefree, filled with innocence and discovery.

As I grew older, a new ritual slipped into my daily routine—a steaming cup of tea and a few Frontier biscuits shared with my father. That simple pairing became so much more than a snack; it became a bridge. Over those tea breaks, I’d share my fears, aspirations,dreams and plans for the future. My father, ever patient, would listen and offer gentle words of wisdom that quietly shaped my journey.

Life grew busier, more complex, as adulthood set in, but that little tea-and-biscuit ritual stayed. It became my anchor—a moment of calm amidst the chaos. The familiar crunch of Frontier biscuits always brought back memories of simpler times, reminding me to pause, reflect, and reconnect with what truly mattered.

Years later, as a parent, I found myself passing on this ritual to my own children. It became more than a snack; it became a way to share love, traditions, and values. Over tea and biscuits, we connected as a family, just like I had with my father.

Frontier biscuits have been more than a treat—they are a piece of history, a thread connecting generations. Established in 1921, their legacy is woven into countless lives, including mine.

I still remember walking into a Frontier shop as a child, captivated by the aroma of freshly baked goodies. The buttery cookies, pineapple pastries, and colourful rainbow cakes were little bites of happiness. Even today, every bite of a Frontier biscuit takes me back to those carefree days.

𝗦𝗼, 𝗵𝗲𝗿𝗲’𝘀 𝘁𝗼 𝘁𝗵𝗲 𝗺𝗼𝗺𝗲𝗻𝘁𝘀 𝘄𝗲 𝗰𝗵𝗲𝗿𝗶𝘀𝗵, 𝘁𝗵𝗲 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝘀 𝘄𝗲 𝗽𝗮𝘀𝘀 𝗼𝗻, 𝗮𝗻𝗱 𝘁𝗵𝗲 𝘁𝗶𝗺𝗲𝗹𝗲𝘀𝘀 𝘁𝗮𝘀𝘁𝗲 𝗼𝗳 𝗙𝗿𝗼𝗻𝘁𝗶𝗲𝗿 𝗯𝗶𝘀𝗰𝘂𝗶𝘁𝘀.

𝗪𝗵𝗮𝘁’𝘀 𝗮 𝗺𝗲𝗺𝗼𝗿𝘆 𝘁𝗵𝗮𝘁 𝘁𝗮𝗸𝗲𝘀 𝘆𝗼𝘂 𝗯𝗮𝗰𝗸 𝘁𝗼 𝘀𝗶𝗺𝗽𝗹𝗲𝗿 𝘁𝗶𝗺𝗲𝘀?

22/04/2024


𝐓𝐡𝐞 𝐃𝐢𝐬𝐚𝐩𝐩𝐞𝐚𝐫𝐢𝐧𝐠 𝐀𝐜𝐭: 𝐖𝐡𝐞𝐫𝐞 𝐝𝐨 𝐩𝐥𝐚𝐬𝐭𝐢𝐜 𝐛𝐚𝐠𝐬 𝐫𝐞𝐚𝐥𝐥𝐲 𝐠𝐨?

𝐈𝐦𝐚𝐠𝐢𝐧𝐞 𝐭𝐡𝐢𝐬: 𝐞𝐯𝐞𝐫𝐲 𝐦𝐢𝐧𝐮𝐭𝐞, 𝐚 𝐦𝐢𝐥𝐥𝐢𝐨𝐧 𝐩𝐥𝐚𝐬𝐭𝐢𝐜 𝐛𝐚𝐠𝐬 𝐚𝐫𝐞 𝐛𝐨𝐫𝐧, 𝐨𝐧𝐥𝐲 𝐭𝐨 𝐯𝐚𝐧𝐢𝐬𝐡 𝐚𝐟𝐭𝐞𝐫 𝐚 𝐟𝐞𝐰 𝐮𝐬𝐞𝐬. They don't truly disappear though, instead they crumble into tiny pieces that linger for hundreds of years. These micro plastics are everywhere, from the deepest ocean trenches to the peak of mountains.

It's not just about bags. People seldom think of water when they think of plastics. 𝐄𝐯𝐞𝐫𝐲 𝐩𝐥𝐚𝐬𝐭𝐢𝐜 𝐰𝐚𝐭𝐞𝐫 𝐛𝐨𝐭𝐭𝐥𝐞 𝐰𝐞 𝐮𝐬𝐞 𝐭𝐚𝐤𝐞𝐬 𝐬𝐢𝐱 𝐭𝐢𝐦𝐞𝐬 𝐦𝐨𝐫𝐞 𝐰𝐚𝐭𝐞𝐫 𝐭𝐨 𝐜𝐫𝐞𝐚𝐭𝐞 𝐭𝐡𝐚𝐧 𝐢𝐭 𝐡𝐨𝐥𝐝𝐬. Plastics extend beyond an imminent environmental issue; they present a grave threat to human health as alarming as climate change.

𝐓𝐡𝐞 𝐬𝐜𝐚𝐫𝐢𝐞𝐬𝐭 𝐩𝐚𝐫𝐭? 𝐀𝐬 𝐩𝐥𝐚𝐬𝐭𝐢𝐜 𝐛𝐫𝐞𝐚𝐤𝐬 𝐝𝐨𝐰𝐧, 𝐢𝐭 𝐫𝐞𝐥𝐞𝐚𝐬𝐞𝐬 𝐡𝐚𝐫𝐦𝐟𝐮𝐥 𝐜𝐡𝐞𝐦𝐢𝐜𝐚𝐥𝐬 𝐢𝐧𝐭𝐨 𝐨𝐮𝐫 𝐟𝐨𝐨𝐝, 𝐰𝐚𝐭𝐞𝐫, 𝐚𝐧𝐝 𝐞𝐯𝐞𝐧 𝐭𝐡𝐞 𝐚𝐢𝐫 𝐰𝐞 𝐛𝐫𝐞𝐚𝐭𝐡𝐞. In just the last decade, we've produced more plastic than the entire 20th century, and plastic companies keep planning to make even more.

It's like a monster growing out of control, at every stage of its life cycle, from the moment it's extracted from oil to the landfills overflowing with plastic waste.

𝐁𝐮𝐭 𝐭𝐡𝐞𝐫𝐞 𝐢𝐬 𝐡𝐨𝐩𝐞! 𝐈𝐦𝐚𝐠𝐢𝐧𝐞 𝐚 𝐰𝐨𝐫𝐥𝐝 𝐰𝐡𝐞𝐫𝐞 𝐩𝐥𝐚𝐬𝐭𝐢𝐜 𝐝𝐨𝐞𝐬𝐧'𝐭 𝐫𝐮𝐥𝐞 𝐨𝐮𝐫 𝐥𝐢𝐯𝐞𝐬. 𝐎𝐫𝐠𝐚𝐧𝐢𝐳𝐚𝐭𝐢𝐨𝐧𝐬 𝐥𝐢𝐤𝐞 𝐄𝐀𝐑𝐓𝐇𝐃𝐀𝐘.𝐎𝐑𝐆 𝐚𝐫𝐞 𝐟𝐢𝐠𝐡𝐭𝐢𝐧𝐠 𝐟𝐨𝐫 𝐚 𝐩𝐥𝐚𝐬𝐭𝐢𝐜-𝐟𝐫𝐞𝐞 𝐟𝐮𝐭𝐮𝐫𝐞, 𝐚𝐢𝐦𝐢𝐧𝐠 𝐭𝐨 𝐫𝐞𝐝𝐮𝐜𝐞 𝐩𝐥𝐚𝐬𝐭𝐢𝐜 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐨𝐧 𝐛𝐲 60% 𝐛𝐲 2040.

To fight climate change, over 1,000 creative firms worldwide pledged to reject fossil fuel ads. This movement, led by the awesome Clean Creatives crew, an award-winning anti-fossil fuel campaign group in advertising and PR, has been growing like wildfire. They are urging advertising executives to embrace fresh ideas and become the superheroes our planet needs. To add to it, they're holding major agencies accountable for their greenwashing ways, and even hosting satirical award shows to call out the worst offenders.

This Earth Day, let's pledge to be the change our planet needs. From the bags we use to the water we drink, let's make conscious choices for a healthier future. Together, we can turn the tide on plastic pollution and fight for a cleaner, greener world.

𝐂𝐞𝐥𝐞𝐛𝐫𝐚𝐭𝐞 𝐄𝐚𝐫𝐭𝐡 𝐃𝐚𝐲 𝐞𝐯𝐞𝐫𝐲 𝐝𝐚𝐲!



25/03/2024


Surrounded by the vibrant festivities of Holi with my family and friends, from the festive hues of Gulaal, to the sweetness of Gunjiya, and the playful splashes of water from every direction, it is a day of sheer joy and celebration.

As you're reading this, I hope you've also embraced the spirit of the day to the fullest, experiencing the joy and camaraderie it brings. The joy in the celebration brings communities together, breaking down barriers and spreading joy unbounded.

It's fascinating to see how brands weave the essence of topical days into their narratives, to connect and engage with their audience in meaningful ways. A campaign that truly stood out to me is by Parle Products, conceptualized by Thought Blurb Communications, titled ‘Parle-G Genius wohi, jo auron ke khushi mein paye apni khushi’.

It showcases the story of a young couple celebrating their first Holi in Varanasi,away from home. As the plot unfolds, they are invited into the community's celebration and they find an extended family in their new friends and neighbours.

This approach of integrating topical events into brand storytelling not only strengthens regional and cultural connections but also contributes towards community building.

How are you spicing up your content calendar with the colours of real-time events to spark authentic connections?Please share your initiatives towards building community buzz and brand love.

Wishing everyone a colorful and joyous Holi! Let's make every moment count. 🎨✨




25/03/2024


Surrounded by the vibrant festivities of Holi with my family and friends, from the festive hues of Gulaal, to the sweetness of Gunjiya, and the playful splashes of water from every direction, it is a day of sheer joy and celebration.

As you're reading this, I hope you've also embraced the spirit of the day to the fullest, experiencing the joy and camaraderie it brings. The joy in the celebration brings communities together, breaking down barriers and spreading joy unbounded.

It's fascinating to see how brands weave the essence of topical days into their narratives, to connect and engage with their audience in meaningful ways. A campaign that truly stood out to me is by Parle Products, conceptualized by Thought Blurb Communications, titled ‘Parle-G Genius wohi, jo auron ke khushi mein paye apni khushi’.

It showcases the story of a young couple celebrating their first Holi in Varanasi,away from home. As the plot unfolds, they are invited into the community's celebration and they find an extended family in their new friends and neighbours.

This approach of integrating topical events into brand storytelling not only strengthens regional and cultural connections but also contributes towards community building.

How are you spicing up your content calendar with the colours of real-time events to spark authentic connections?Please share your initiatives towards building community buzz and brand love.

Wishing everyone a colorful and joyous Holi! Let's make every moment count. 🎨✨


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