Brands
How flexible workspaces are redefining the new normal: Incuspaze’s Ekta Dewan
MUMBAI: The pandemic was more than a global upheaval—it was a reset button on how we live, work, and connect. For some, Covid-19 was a storm that shattered routines and brought grief, but for others, it sparked a quiet revolution. Office commutes dissolved into hazy memories of traffic jams, replaced by a patchwork of Zoom calls, barking dogs, and the aroma of freshly brewed coffee wafting through home offices.
It wasn’t just a change; it was an awakening.
But in the chaos of reimagined workflows, a counterintuitive trend began to surface. As people left traditional offices behind, they didn’t just disappear into isolation. They sought something new—something that fused the independence of remote work with the camaraderie of a shared environment.
Enter the coworking space: an ecosystem where flexibility meets creativity, and the hum of innovation drowns out the humdrum.
In India, a land of endless reinvention, coworking spaces have taken root as more than just a trend—they’re a movement. With the market poised to explode from $761.9 million in 2023 to a staggering $2,842.2 million by 2030, as per reports from NMSC.
Amid this transformative wave, Incuspaze’s Ekta Dewan steps into the spotlight, offering a candid perspective on why coworking spaces are not just a fleeting response but the future of work itself. In an exclusive conversation with Indian Television’s Sreeyom Sil, she lays bare the art and science of creating environments where ideas thrive, where walls don’t confine, and where the pulse of collaboration beats strongest.
Welcome to the office renaissance—one desk, one conversation, and one bold vision at a time.
Edited excerpts
On the difference between co-working spaces and managed office spaces.
Co-working spaces are shared environments ideal for startups, freelancers, and small businesses. They offer flexibility in membership options, such as hot desks, dedicated desks, and private offices, alongside amenities like high-speed internet and communal areas. However, they often have limitations in terms of privacy and customisation.
Managed office spaces, on the other hand, are fully private and tailored to the specific needs of a business. These offices provide more control over layout, branding, and design, making them suitable for medium to large teams. They also offer a professional environment with privacy, stability, and essential services like maintenance and security, all managed by the provider.
At Incuspaze, we cater to diverse needs by offering both options, ensuring businesses can scale and adapt seamlessly.
On an innovative digital sales strategy that has worked for Incuspaze.
Digital strategies have been pivotal in converting inquiries into memberships. One of our most effective campaigns was the #ThinkIncuspaze initiative, launched in Bangalore. Rather than merely advertising office spaces, we positioned our offerings as a lifestyle—highlighting flexibility, creativity, and community.
This people-driven campaign resonated deeply, generating significant traction on social media and ground-level engagements. By connecting emotionally with our audience, we turned leads into loyal members.
On how Incuspaze is leveraging AI and predictive analytics in its operations.
AI and predictive analytics are game changers. By studying customer behaviour and demand patterns, we forecast occupancy and optimise revenue streams. We’ve also partnered with customer communities to harness ideas and create growth opportunities.
The IT industry’s shift from traditional analytics to a blend of data, voice, and video analytics further informs our strategies. These investments allow us to revolutionise customer lifecycle management and enhance user experiences.
On the key metrics used to measure the success of digital ad campaigns.
We focus on metrics like lead conversion rates, customer engagement, and ROI. Our campaigns are designed to create a strong brand recall. For example, we emphasise our unique selling propositions (USPs) in every campaign, whether it’s flexibility, innovation, or community-driven workspaces.
Optimising ROI involves refining these campaigns based on analytics and continuously building trust with our audience.
On the role of festive campaigns in fostering long-term member retention.
Festive promotions do generate initial interest, but our focus lies in converting that interest into loyalty. We achieve this by providing seamless onboarding and personalised services.
During festive seasons, we highlight our vibrant culture and collaborative environment, offering potential members a glimpse into the Incuspaze experience. Our campaigns emphasise value beyond aesthetics, ensuring we foster lasting relationships.
On a campaign that reflects your storytelling evolution.
The #ThinkOfficespaceThinkIncuspaze campaign exemplifies our evolved approach. We moved beyond highlighting physical attributes and focused on telling stories about collaboration, community, and growth.
This campaign particularly resonated in Bangalore, connecting deeply with entrepreneurs and startups. By showcasing our spaces as hubs of innovation and lifestyle, we built a narrative that distinguishes us in the crowded marketplace.
On the trends that are shaping the flexible workspace industry in 2024.
Several trends are shaping the industry. The hybrid work model has increased demand for scalable solutions like hot desks and private offices. Wellness-focused amenities, such as ergonomic furniture and air purification systems, are now essential.
Technology integration, like IoT-enabled smart offices and seamless video conferencing, is transforming user experiences. Sustainability is also crucial, with eco-friendly designs and energy-efficient systems gaining traction.
Bangalore, with its robust tech-driven economy, has emerged as a leader in this segment, accounting for over 17 per cent of seat leasing in Q1 2024. Large corporations, especially GCCs and tech firms, are driving this growth by opting for agile, cost-effective office solutions.
Brands
OPPO India rolls out Zindagi Ka Frame Wide Karo ahead of F33 launch
KL Rahul-led campaign spotlights real-life moments and front camera focus
NEW DELHI: OPPO India has unveiled its latest brand campaign, Zindagi Ka Frame Wide Karo, featuring KL Rahul, as it gears up for the launch of its upcoming F33 Series.
The campaign film, also starring content creator Satish Ray, captures the spirit of spontaneous moments and shared experiences, positioning the F33 as a front-camera-first device designed for real-life use. Set against a mountain trek backdrop, the narrative follows a group of friends whose getaway takes an unexpected turn when they run into Rahul, leading to a series of candid, unscripted moments.
Through humour and warmth, the film highlights how young consumers increasingly capture memories as they happen, without worrying about perfect framing or conditions. The storytelling underscores the device’s ability to handle wide-angle group selfies, durability in real-world scenarios and consistent performance across situations.
Sharing his experience, OPPO India brand ambassador KL Rahul said, “What I loved about this film is how real it feels. It’s not about posing or planning a perfect shot, these are the kind of moments we all live every day with friends.” He added that the device allows users to stay in the moment without worrying about the frame or performance.
Explaining the campaign thought, OPPO India head of communications Goldee Patnaik said the F series has built a reputation for durability and everyday reliability, and the F33 extends that strength into how users capture and share memories. He noted that selfies and group photos remain central to social interactions, making a dependable front camera a key focus.
Further elaborating on the idea, OPPO India head of digital marketing Sushant Vashistha said, “The idea behind ‘Zindagi ka frame wide karo’ is rooted in how young Indians experience life collectively, through friendships, fandom and shared moments.” He added that Rahul’s presence brings authenticity and relatability to the narrative.
The campaign will be rolled out across digital platforms, social media channels and video networks in the run-up to the F33 Series launch.
With this campaign, OPPO is leaning into a simple insight: life rarely fits neatly into a frame, and sometimes, the best moments are the ones that spill over.
