Project : Popular brands of NOW (ongoing)

Objective : The goal of Popular Brands of NOW is to build recognizable brands from major cultural, social, and political movements. The project highlights the conceptual and structural similarities between branding projects and cultural/social/political movements of our time, while also identifying the growing saturation in the branding world. The project critiques how these popular brands, by leveraging every creative form of expression, contribute to a sense of uniformity, flooding the space with repetitive messaging.

Ambedkarite Brand:
Ambekarism, much like many other socio-political identity related movements, has grown into a recognizable "brand" with universal appeal. The movement uses diverse platforms - films, art, speeches, and more - to advocate for equal rights. My focus is on the idea of shaping these diverse expressions into a cohesive brand for easier capitalistic gains.

Approach:
In this ongoing project, I seek to transform cultural and political conversations - particularly ambedkarite campaigns - into a distinct brand. Ambedkarism, for instance, is a rapidly expanding cultural and political movement that taps into a wide array of expressive forms, such as protests, films, articles, theater, art, speeches, and literature. By analyzing these monotonic camaign like expressions, I aim to give Ambedkarites a unique visual identity, similar to an existing popular brand facebook.

This project also explores the saturation of creative branding, where the same slogans and ideas are used across multiple contexts, diluting their originality. By acknowledging these patterns, Popular Brands of NOW critiques the formulaic nature of modern branding and stresses on the importance of exploring alternative possibilities to break free from this redundancy.