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Story Telling

Progressive Branding

Case A | Comic Books

Tinkle is an Indian weekly magazine for children in English, published from Mumbai. Originally owned by the India Book House, the Tinkle brand was acquired by ACK (Amar Chitra Katha) Media in 2007. The magazine contains comicsstoriespuzzlesquizzes, contests and other features targeted at school children, although its readership includes many adults as well. It is published in English and syndicated in many Indian languages like HindiBengali, and Malayalam. (Wikipedia)


Tinkle evokes the kind of nostalgia that is larger than the memory of other entertainment sources during childhood years. At least three generations of Indians have thoroughly enjoyed Tinkle during growing years. The yearning to save pocket money all through the week and rent if not buy a tinkle comic is un paralleled in our experience as children that grew up in India. Tinkle created characters that lived with us in our innocent hearts and made us laugh, cry, hug each other and share stories. Tinkle continues to evoke such richness of childhood experience in India and among the Indian diaspora across the world. 

Case B | Malgudi Days

"Malgudi Days is an Indian television series that started in 1986, and was filmed in both English (first 13 episodes) and Hindi (all 54 episodes), based on the 1943 short story collection of the same name by R. K. Narayan. The series was directed by Kannada actor and director Shankar NagCarnatic musician L. Vaidyanathan composed the score, while R. K. Narayan's younger brother and acclaimed cartoonist R. K. Laxman was the sketch artist. The series was made by film producer T.S. Narasimhan. In 2006, the series was revived for an additional 15 episodes, which were directed by Kavitha Lankesh." (Wikipedia)


Malgudi Days is a television experience that is difficult to match !! With its earthy , rustic tales of a south Indian village ; the series evokes the nostalgia of a by gone era, its people and their mundane life. So close to life and its little joys, Malgudi Days is possibly one of the finest phase of Indian television series. The characters set in rural life, their innocence, surprise, joy and the circumstances that made them falter or learn or create fun and frolic....all of it is still palpable in our memory.

Case Study | Paper Boat


Click the button to read more about Brand analysis for Hector Beverages | Brand || Paper Boat


The name Paper Boat was coined by design and brand consultancy Elephant Design. Two other names suggested by Elephant Design were Good Ol’ and Lost and Found. At the end, Paper Boat was chosen as it evoked childhood memories of kids drinking nimbu-pani, sherbet, etc.

Sources at Elephant Design revealed that the name 'Paper Boat' was inspired by a well-known Jagjit Singh gazal, 'Who Kagaj Woh Kagaz Ki Kashti Wo Barish Ka Pani' by Sudarshan Faakir.

"As a brand relying on age-old recipes and memories, Paper Boat's marketing strategy revolves around nostalgia, childhood, and innocence. The company's beverages are drinks that consumers grew up drinking and carry a strong association with.

Their television advertising campaign comprises a series of simple, evocative ads that reflect the childhood nostalgia. Paper Boat’s debut campaign was penned and narrated by the renowned poet and lyricist Gulzar; the latter campaign was written by lyricist Swanand Kirkire.

Apart from its television ads, the brand has also released a range of short films celebrating childhood memories and nostalgia as part of the Paper Boat marketing strategy. ‘Ride Down the River of Memories’, ‘Waiting for Ma’, ‘My Struggles with the Treasure Chest’, and ‘Hum Honge Kamyab’ (We shall Overcome) are all short films aimed at bringing out the child in us. The videos used animation, narration, and strong characterization to tell a moving tale." - Startup Talky

Progressive Branding

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Click the button to read more about Brand analysis for Hector Beverages | Brand || Paper Boat

What makes Paper Boat's branding progressive is the way the story telling is narrated over a period of time taking into consideration customer preferences. The brand is popular not just because it is a great product but also because it listens to its customers and includes them in its journey.  Just like Tinkle and Malgudi days, Paper Boat also depends on nostalgia for story telling. It evokes memories of childhood, way of life in a more simpler time with fewer resources but with a wealth of experiences. In a fast paced life filled with technological experiences. what is missing in the modern way of life full of big houses, cars and malls is the beauty and joy of the wealth of experience. 

At the end of the day, the human experience is situated in experience, experience of wealth is one such experience; it is not the end all and be all of life. When a society is shifting towards leaving its grounding and ethos in joy of everyday living, then once a person reaches financial fulfilment they will crave for the little joys of life. That is the way nature has created us, to be storytellers, to find our little stories in everyday life and share it with others. Narratives are getting erased out of lived experience due to busy life styles and Paper Boat provides a product that provides the emotional connect to little joys of life! Paper Boat is a fantastic case study for Progressive Branding, it meets all the criteria and its narratives have been built carefully allowing its personality to emerge rather than forcefully build a certain image and then do whatever is required to maintain it. 

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