chlorophyll innovation lab – passion and expertise for unique solutions Chitresh Sinha on the un-agency model for great brand salience

Chitresh Sinha is CEO and head of innovation at chlorophyll innovation lab. He also has a unique combination of skills — deep brand analytics, brand strategy, technology devel­opment and innovation creation. In his experience of over 12 years, Chitresh has worked on brands across India, Africa and the USA. He has created more than 12 brands from scratch and has handled the end-to-end brand strategy for more than 30.

image-chitresh-sinha-chlorophyll-innovation-lab-mediabrief-5Chitresh has worked on some unique assignments like re-branding of Goa as a destination brand, bringing alive innovation in one of India’s oldest FMCD brands (Bajaj Electricals), working on a strong brand analytics system for Dell’s global marketing efforts and more.

As CEO and Head of Innovation at chlorophyll innovation lab, he is setting up In­dia’s first brand innovation collective which is an ecosystem of global innovators. This ecosystem works on creating one-of-a-kind solutions for brand and societal problems. And chlorophyll innovation lab is set to play a major role in helping brands Mind The Gap between brand creation and brand execution by helping them generate great avenues for earned media mileage and, before that, creating innovative products and services to actually get brands into the engaging, positive conversations such innovation generate in the first place.

The current set of chlorophyll innovation lab clients includes Fortis Healthcare, Bajaj Electricals, Singapore Tourism, Indigo Paints and Inorbit Retail, among others.

chlorophyll innovation lab

image-chitresh-sinha-chlorophyll-innovation-lab-mediabrief

I caught up with Chitresh on the sidelines of the unveiling of chlorophyll 3.0, to chat about chlorophyll innovation lab, what it creates, and more.

Also read: We’ll help you Mind The Gap, says chlorophyll 3.0 to brand custodians

What does chlorophyll innovation lab create?

We create innovations in brand engagement, in product and service creation for brands, in employee engagement and corporate culture transformation, and IP development.

Let me take you through them one by one:

Innovation in brand engagement

This is innovation-led, one-of-a-kind consumer engagement that delivers disproportionate earned media. Like the Inspiration Medal that we created. It was the world’s first marathon medal that rewards both the finisher and their inspiration. In fact, better than I telling you about it, why not share a video we made about it.

Innovations in product and service creation for brands

We have a unique ecosystem of innovators – in fact, it is India’s first dedicated brand innovation collective: an ecosystem of 1000+ global innovators to create one-of-a-kind breakthrough solutions.

The ecosystem includes technologists from MIT Media Lab, artists from JJ School of Arts, Deep- Learning-focussed start-ups, virtual reality film-makers, neuroscience-based researchers and more.

For any requirement, we bring together innovators from our global eco system who might, separately, be, for the same subject or theme,  either an expert by way of professional training and occupation, or a passionate lover of what that subject or theme stands for. Without a great mix of head and heart, without the coming together of the art and the science, nothing can be complete. We aim to deliver that.

So we create IP (as products and services) for brands. Like the revolutionary new water heater we created for Bajaj Electricals, and which is being launched this year.

Innovations in employee engagement and corporate culture transformation

We have a patented Innovation dash™ model that can solve any clearly defined brand problem in less than 6 hours. Traditional brainstorms and workshops usually lead to incremental innovation; our model guarantees exponentially innovative ideas which are actionable.

We have also deployed an automated platform that lets brands connect with more than 1 lakh campus ambassadors in more than 660 colleges across India. In fact, chlorophyll innovation lab participated in the world’s largest open innovation challenge Unleash in Singapore. Our idea was amongst the top three ideas from our track from over 1000 solu­tions.

We follow an un-agency model: We are not a large team of ‘domain’ experts but are a community of ‘passionate’ innovators. This model allows innovators to work only on projects that let them marry their passions with their expertise. This also gives brands the most unique solutions to any problems they face: Chitresh Sinha 

IP development

Our unique ecosystem of innovators creates IP (as products and services) that can be used by brands. Like HIC, the world’s first smart and emotive mix-o-bot. We were discussing which jobs, apart from all the growth of AI has been threatening, would remain untouched by the AI menace. Someone said, ‘bartender’. And we thought, maybe not. And we got around to creating a bot that could not only mix drinks, but match them with the mood of the individual, the location, weather, geography and preferential ingredient. And our smart mix-o-bot can also express 40 different human emotions in response to the way a person touches it; if it feels love on your touch, its eyes will go heart-shaped, and it will pour you its favourite drink. It also plays cupid, using personality analysis algorithms, and is controlled by a tab that is bluetooth-connected. And yes, it’s also IoT enabled through voice controls via Alexa.

Here’s a video:

What differentiates you from  other agencies?

Our working model marries societal trends with brand relevance and emerging consumer behaviours to create large medium-agnostic big ideas. These ideas then come alive in unique ways using a com­bination of experimental technologies and unique innovations from across the globe.

We follow an un-agency model: We are not a large team of ‘domain’ experts but are a community of ‘passionate’ innovators.

This model allows innovators to work only on projects that let them marry their passions with their expertise. This also gives brands the most unique solutions to any problems that they face.

Also read: We’ll help you Mind The Gap, says chlorophyll 3.0 to brand custodians

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