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#KDY14 kicks off with IAA Kyoorius Digiyatra 2014
MUMBAI: Kyoorius Designyatra being held from 11 until 13 September 2014 concluded the first day dedicated to digital – IAA Kyoorius Digiyatra, 2014.
The second edition of IAA Kyoorius Digiyatra brought together some of the world’s most influential experts to showcase the future of digital, breaking conventions and defying boundaries to explore this year’s theme, ‘What If’.
As digital marketing has grown to be one of the most effective platforms to create brand awareness and brand engagement, this day dedicated to the digital age brought together industry stalwarts who participated in talks, workshops and breakout sessions.
Patrick Burgoyne, Editor of Creative Review, and this year’s moderator, kickstarted the day with his usual wit and energy. The full day of talks began with Gaston Legorburu Executive Director & Worldwide Chief Creative Officer, SapientNitro on storytelling and how companies need to create worlds instead of creating ads. Christian Etter, Founder of Etter Studio explored new avenues of being social online, with his collaborative game ‘Drei’ where players are encouraged to build basic structures, working together. He shared insights about how brands can use gamification to connect with audiences.
During the MIT Media Lab session, Dhairya Dand and Deepak Jagdish wowed audiences with their explorations in digital technology – asking people to re-think their perceptions of smart devices and new ways to interpret their own lives through data visualisation. Content strategist Elizabeth McGuane develops ways to structure a company’s story and make digital more human. A common thread throughout the day was storytelling and how brands need to find ways to create meaningful connections with their audiences online.
Another, was the importance of collaboration in gathering multiple perspectives to create holistic digital experiences. Tim Malbon- Founding Partner of Made by Many, asked several relevant ‘What If” questions while at the same time giving an overview of the current state of digital and what to look forward to in the future.
Maria Eriksson of Hyper Island closed the day, highlighting the four fundamental pillars of digital – people, companies, learning and change. She emphasized the need to develop a culture in which change is accepted and celebrated.
The audience of 1500-odd professionals and students were exposed to a variety of perspectives – one of the themes that emerged was how storytelling is a powerful tool for companies to connect with their consumers, and speakers offered multiple approaches for brands to create interactive and emotional digital experiences. The two MIT Media Lab Designer/Researchers – Deepak Jagdish and Dhairya Dand, revealed their radical experiments with technology and data visualisation.
IAA Kyoorius Digiyatra will be followed by Kyoorius Designyatra and Kyoorius Design Awards to be hosted on 12th and 13th September, 2014.
Kyoorius founder and CEO Rajesh Kejriwal commented, “Now in its second year, IAA Kyoorius Digiyatra has been a great success once again. There were a lot of interesting insights and discussions throughout the day about how to humanize digital, and thinking beyond social media. We are looking forward to the next two days of Kyoorius Designyatra and pushing people to think beyond clichés and to give shape to new ideas.”
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Campus Activewear launches Zeenat Aman-led Women’s Day campaign
Icon fronts ‘You Go Girl’ extension celebrating choice and freedom in motion.
MUMBAI: This Women’s Day, Campus didn’t just drop a campaign, it dropped the rulebook and handed women the pen to rewrite their stride. Campus Activewear has unveiled a powerful new cinematic campaign starring cultural icon Zeenat Aman, extending its long-running ‘You Go Girl’ initiative. Titled around the theme of freedom to move on her own terms, the film transcends conventional markers of success wealth, fame or nostalgia and focuses on choice as the true driver of progress.
Through striking visuals, Zeenat rejects glitter, noise and imposed expectations, embracing unapologetic forward motion. Her journey becomes a metaphor for every woman evolving, leading and inspiring on her own path, free from permission or predefined roles.
Campus Activewear, chief innovation officer Prerna Agarwal said, “For us, empowering women goes far beyond a campaign or a single day of celebration. It begins with creating an environment where women feel confident, supported, and free to pursue their ambitions without hesitation. We focus on understanding their everyday movements and designing products that genuinely make day-to-day lives easier comfort through long days, reliability through changing roles, style that reflects individuality.”
Zeenat Aman added, “I have spent a lifetime being told what I should look like, what I should wear, and what I should represent. And for a lifetime, I have walked my own way regardless. That is not rebellion that is simply knowing who you are. When Campus approached me with this campaign, I said yes immediately, because the message is not about me. It is about every woman who has been handed a label and decided to wear it as a badge of honour instead. You go girl move your way.”
The campaign reinforces Campus’s belief that freedom is not granted, it is claimed. By featuring Zeenat Aman as both voice and symbol, the message gains deeper resonance: progress happens when women are heard, barriers are removed, and momentum is created for everyone around them.
In a world that still tries to set the pace for women, Campus and Zeenat aren’t asking for permission, they’re reminding every woman that the only approval needed to move forward is her own.
