#OpenKnowledgeSeries – Episode 3 (LYCRA India)

(You can download the deck from the link in the article below)

We all have had that one really bad relationship, the one we never speak of. The one that makes you spaz out & cringe if traces of it accidentally floats by your unprepared psyche. The place i made this deck at, is my moment of shame, my biggest professional mistake so far. To a point, that i actually scraped off all traces of it from, not just my resume, but also from the deck attached. So this one is not quite as pretty as used to be.

And just like in any toxic relationship, there were moments of accidental brilliance to this job as well. The pitch deck for Lycra India was one of those. It might not be the most visually provocative deck, but it’s rooted in a very big idea. It’s tangled, merged & melted in the idea of motion. May it be social, national, patriotic, entertaining or marketing; it was all conceived in motion. Read the deck, enjoy the idea & form your own opinion.

 

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LYCRA
Credits:
Brand – LYCRA India
Agency – A really bad one
CCO/CMD – You dont wanna know
Planner – Rohitash
Copy – Shubhit Saxena 

Art Dept – Sanjeev Kumar

The science of doing it NOW!

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Who wins in this life? I mean, who really? Is the person who has never seen loss, of life, limb or love considered to be a success story in this material world? Or the person who has faced the most amount of atrocities life can put them through and still managed to keep their head above the water?

Why is it that we are always in two minds about everything? Should we blame it on the dual nature of our being, the divide between emotional and rational? Is that the only reason that we are always one step away from procrastination? And is procrastination that bad a thing? Unless it turns into an endless spiral going nowhere, leading you nowhere either. We should sit and think everything through, I agree, but there should be an in-build alarm that sets off, a deadline, and the guts to go through with whatever we think we should go through. Life cannot be spent thinking over things, life should be spent doing them. So why is that we don’t? Why is there no alarm, a deadline set, or a time period to our thinking? Why is that we never know when to step on the brakes, and when to floor the pedal? Why is it that we find such joy in procrastinating? Is it the fact that we think things will sort themselves out, or that we will be pushed in the general direction of where we should go by the turn of events as and when they unfold? And does the universe really work like that? And what about the universe? Why does it communicate only in cryptic messages? Why isn’t there a glowing red arrow to tell us where the next stop will be? Why does it not show us clear signs as to what we are supposed to do? Is it there to help us find our way, or to confuse the living shit out of us? And if life is made of the choices we make at any given point of time, then isn’t every mistake an eventuality, and a design of the universe? Because whatever the higher power is trying to do, if there is a higher power that is, is clearly not working out for a lot of people. Sheep don’t need the steering wheel; they need someone to guide them through the valley of darkness. And we are nothing if not sheep. We follow, we don’t lead, we imitate others because we feel their lives are more ‘successful’ than ours. And we live in herds so that we stay safe and render an identity from the collective voice. Then why is the universe trying to empower us by giving us choices, we are clearly inept at decoding them, leave alone understanding them. We are not ready to be empowered, to make our own decisions and walk our own path. We are too scared, of the path ahead; we are too sceptical of our own calls in life and we are too distracted to make sense of an abstract sign from the ever so powerful and knowledgeable energies of the universe. We should be held by our hands, and be lead to our destinations, we will do well just by surviving the journey, leave alone understanding it. Or, we should have clear epiphanies, as to how our life will be if we took a decision. About life, love, career, health, relationships, responsibilities etc. We should be given a manual as to how this life will work, and a choice of whether or not we want to be in it. Every child should get one at the age of 10, and asked to decide. Because, it is not the child’s fault that the parents chose to bring their seed into this world. The offspring should have a choice, a say as to whether it wants to really face the consequences of a choice that the parents made. It’s only fair, isn’t it? Otherwise, all that children are left with are the insecurities that they inherited from the parents and their choice of society, and then the repercussions of their calls in life based on those baggages.

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This is what gives birth to procrastination, the inability to live a life that wasn’t our own choice to begin with, and dealing with the results of choices made based on fears, borrowed knowledge and social pressures. No wonder we cant make a bloody decision ever, and be sure about it till later, because we really don’t have much authority on own lives. We are all victims of rational and irrational fears that are handed over to us by our families, society and templated education. Like sheep we follow our parents, sit in classrooms, hang out with peers and then fit into our own respective social atmospheres. We don’t want freedom, we don’t need freedom, what we need is a fixed set of guidelines that tells us what to do, so that we don’t use our brains to think otherwise. Because, we are clearly not getting anywhere with it anyways.

Either that, or we ask ourselves, how long will I keep doing rounds, how long will I keep it on hold and how do I know that it’s not getting too late? Because like everything else, life and it’s events also come with an expiry date.