KAB BOLOGE? —Research-led campaign
Indian Men Will Talk About Anything. Except What Matters.
Client
Grad Project
Year
2026
Duration
3 months
role
Brand Strategist &
Campaign Designer
THE PROBLEM
THE INSIGHT
There Is A Name For This. It Is Called Diglossia.
Diglossia is a sociolinguistic condition where a person operates fluently in one language in public and reverts to a different, more restricted one at home.
Indian men don't have a language problem. They have a context problem. Emotionally fluent outside. Emotionally frozen inside. We called this condition the Linguistic Glitch and built the entire campaign around closing it.
THE IDEA
Use The Formats That Never Asked The Right Questions.
The campaign lives inside Indian bureaucratic documents like stamp papers, mark sheets, biodatas, missing posters. The exact formats that followed these men across their entire lives. I subverted them. Where a mark sheet once graded performance, it now asked about emotional expression. Where a missing poster once described a face, it now described a feeling no one had reported yet. The system that measured everything except what mattered now asking the one question it never did.
Kab Bologe?
KEY TAKEAWAYS
