Define & craft the next wave of action from a major FMCG on inclusivity & representation



Our client wished to step-up un-stereotyping beyond gender to also look at ethnicity, sexuality, religion & age bearing in mind new cultural formations across developed and emerging markets.


We conducted a semiotics exercise across all markets to arrive at a global code book & map of meaning to capture the various ways in which diversity was being captured across cultural environments.

Post which we reconfigured the accepted framework of inclusion to add a few key aspects that were missing, as well as a set of guidelines to help inspire brand leaders and creative partners.


The new codebook and guide to action was cascaded to all global and local markets in order to champion a leadership stance on matters of inclusion and representation.

Read More  Pocket money pledge: a social movement for better teenage nutrition

Recent Posts

Inspiring the health care community to act on air pollution

Inspiring the health care community to act on air pollution

CHALLENGE Air pollution is a global health emergency causing 4.2 million premature deaths every year.  Our mission was to define strategies that would empower health care professionals (HCPs) around the world to act against air pollution and its damaging effects....