"DIGITAL IS ONLY A 'MEDIUM' AND IT HAS TO BE TREATED AS SUCH"

We spoke to V. SUNIL, design thinker, brand architect, co-founder of Motherland and the man behind. POTNTIAL. You would remember his work for Make in India. With us, he talks about addressing the evolving needs of new-age enterprises through branding and an experiential design focus at his company. POTNTIAL, the IndiGo campaigns and more.

- Jyotsna Sharma

Please tell us about the focus at .POTNTIAL

One of the main reason for setting up .POTNTIAL is that we felt there is a huge gap in the market for a company that can work at the same speed and ambition of the start-up world. And, unfortunately lot of the older agencies are losing relevance and the new ones are not able to keep up with the speed and ambition of the business world.

At .POTNTIAL our aim is to solve problems for new businesses with global ambition and legacy companies that are looking to pivot and help them build world-class brands. We work with creative partners and affiliated companies around the world to provide solutions for brands with taste, speed and scale.

We have seen this model working very effectively for platforms like Make in India and Incredible India

Let's talk about the IndiGo Girl Power campaign. How did that come about?