Riding the wave

Dear Readers,

A great myth always sees its renewal in a new context and history repeats itself. The story of the Trojan Horse is between myth and history. After a siege of ten years, waging a war against the impregnable city of Troy, the Greeks came up with a cunning scheme. They concealed their soldiers inside a hollow wooden horse: the Trojans, imagining it to be a gift to the Goddess Athena, wheeled the horse in. In this way, the Greeks entered the city of Troy and opened its gates, letting in their entire army. Troy was burned down.

The noble horse is a symbol of courage and freedom. We too are fighting a war, a war of a different kind. We bring in a hollow clay horse this February into our studio in Gurgaon to engage with its unrestrained spirit and bold charismatic nature, in pursuit of creativity with great endurance. In Tamilnadu, these terracotta horses are made for the god Ayanaar. These horses are said to be the deity's companions, ensuring safe passage for his spirit soldiers, riding through the dark nights in their fights against evil.

This newsletter RIDING THE WAVE brings you two choice articles: The Indian Color Story about how big brands have always toed the safe line while the colors of India tell a different story. Can Indian brands be more adventurous in engaging with color? The second article Reversal of Fortunes traces recent trends; while brands have always shaped the way we live, now lifestyles may well shape the new brands!

Warm regards,
Anthony Lopez

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