Given the fundamental nature of change that the world is experiencing, be it political, cultural, technological or ethical, for any discipline, particularly one such as Marketing which is about connecting brands with people, it has become critical to understand change in all its dimensions. The world of today needs a new way of seeing as well as a new way of doing. The old mental models of the world need to give way to the new, and both concepts and practices need to be thought of anew.
This is particularly true of a market and culture like India where rapid economic growth and sweeping changes in technology need to contend with a diverse and layered social structure and a noisy and vibrant democracy. With a large and growing consumer base and spiralling aspirations, change is rippling through India in exciting and often unpredictable ways, and marketers are being asked to respond with speed and imagination. For any marketer, understanding the nature of change as well grasping the full import of its many implications has thus become as vital as it has remained elusive. What is needed is an ecological understanding of change, where sense is made of all the factors that are influencing consumers and markets.
FLOW - The Change Festival is being designed to gather experts from across several disciplines and geographies so as to examine the idea of change in all its dimensions so as to help participants set a new agenda for themselves. The idea is to bring together radical precept and disruptive practice in order to open up the mind and arm practitioners with new ways to engage with their own contexts. In terms of subjects, the net is being cast wide so as to take into account all the key variables that play a role in shaping the future. A cross-section of the very best minds from across the world are being invited to provide a stimulating platform that challenges conventional modes of thinking and acting.