DDB SignBank systematically collects and orchestrates numerous signs within a sociological framework to determine why change is occurring and where it is heading. By taking a microscopic view within a globalised world, DDB SignBank combines the best of the larger trend consultancies with the smaller futurology specialists.

The fields that SignBank can cover are: food, retail, branding, communication, homes, families, youth etc. Mudra is already in the process of working with clients such as Godrej and Reliance. Godrej is using SignBank to launch a new product in the market.

"DDB SignBank allows us to look at the entire world but with local eyes, enabling us to uniquely build on the body of consumer knowledge we already own through fundamental consumer studies. DDB SignBank's ability to blend macroscopic and microscopic findings is well-suited to a client base that is local, regional and global, and is continuously searching for creative solutions to their business issues," said Kamath.

DDB Denmark sociologist and global leader of DDB SignBank Eva Steensig added, "The sociological approach to research has rarely been used in the commercial world but, in fact, is superior to classic quantitative data and focus group in its ability to reveal the impact of societal mechanism on people, companies and societies, and to offer new perspectives and opportunities."

Mudra Mumbai vice president strategic planning Ashish Mishra said, "With DDB SignBank, the focus is on what people do, instead on what they say they want to do. SignBank also looks at the actions of people throughout their daily lives as opposed to only when they are acting as consumers, because consumption takes up no more than three per cent of the average person's day."

"What's more, DDB SignBank as an approach is truly industry-cathartic as it values the much ignored sigma of our own collective observations and allows us an opportunity to realise out latent desire to understand, analyse and perhaps make a difference to the societies we live in. By inculcating an appreciation that people are not just consumers, societies are not just markets and the world is not just a limited professional stream," he added.

Mishra elaborated that the SignBank rollout to the eight Mudra branches, as an introductory process, has already identified some significant future trends that will have an impact on Indian masses.

A couple of them are as follows:

Marriages and relationships of tomorrow: Individualism coupled with legitimized hedonism and increased tolerance would significantly alter the relationships of tomorrow. To start with, marriages would be short-term and experiential in nature. Three year marriages could be fashionable in he not-too-distant future. Emotional fidelity would be emphasized in relationships rather then physical loyalty. Multiple partners and multiple relations could be widely rampant and accepted. Moreover, sexuality would be a non-issue and many cosmopolitan minds would be comfortable with the 'drifting sexuality' syndrome.

The Future of the Marketplace: It will be either masstige (mass prestige) brands or cult brands and very little in between. Virtual hypermarkets would be the place where virtual salesmen, customized products windows and personalised ambience would deliver a more convenient experience along with smarter decision making. The phenomena of "went to buy bread and came back with a TV" would give way to maturity and sensible saving, investing and spending.

Steensig added, "SignBank has tremendous predictive powers and in Europe it already has resulted in various new assignments in innovative product development. This is really not so surprising because, to quote Bill Bernbach, 'At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature: what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him."

In India too, SignBank has helped unearthing fresh and compelling consumer perspectives with corroborative knowledge from the region and the West. "This has surely played a role in our dozen-odd new business wins last year and even helped in creating a consumer connect with the theme of 'Sloe Down' as a television commercial for Maharashtra Tourism. In future, raw sings will not only form a fundamental part while designing a brand's strategy, but also help understand the fresh and insightful nuances of our local markets to enable effective and appealing communication solutions for our clients in India and the region," Mishra said.