In 2015, while working on strategy for a digital marketing firm Foxymoron with Reliance Digital as a client, I embarked on a unique campaign journey. In India, technology decisions aren’t made individually they are deliberated, negotiated, resisted, and eventually embraced around the family table.

To capture this truth, I came up with a strategy that merged “Tech” with the Marathi suffix “-kar,” creating ‘Technikar’ an Indian last name that embodied cultural essence with a contemporary flair.

This led to the birth of ‘The Technikars’, India’s pioneering animated tech family.
Inspired by iconic animated families like “The Flintstones” and “The Jetsons”, each character embodied a distinct truth:

– Father Budgetesh Technikar: Advocating for tech’s value proposition
– Mother Bargainy Technikar: Balancing affordability with aspirations
– Brother Savy Technikar: Fueling curiosity and embracing early adoption
– Sister Shoppika Technikar: Influencing lifestyle and aspirations
– Housekeeper Apli Bai : Elevating everyday utility

By humanizing technology through familiar family archetypes, we transformed innovation from a mere product into an integral part of Indian life. (The campaign ran in 2015-2016 through the festive season.)

More on my Behance – https://www.behance.net/gallery/31409909/The-Technikars-The-New-Digital-Family-in-Town