05 February 2014

Rites of Passage

By Noor Samra, Sr. Account Planner (JWT, Gurgaon)

From the ancient tribes who performed special dances to mark the beginning/ end of a season, to the modern man, who throws a lavish feast essentially to announce to the world that a marriage (union for life) between two people has taken place; or goes through an elaborate bureaucratic process to declare that the marriage is over...

Marking an occasion/ event in the form of Rites of Passage, is something we humans have been doing for a long time!

Noor discusses the importance of Rites of Passage and explores opportunities for brands to leverage this human reality and craft new products and propositions around it.

Read the full article here http://www.afaqs.com/planning-room/article/198_Rites-of-Passage

The article first appeared in Afaqs Planning Room (24 Jan, 2014)

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