Problem Solver
mustafa kapasi
Hi there. I believe that the most complex problems have simple insights. All you need is to put your head down and keep digging. I believe in starting the process with preposterous solutions. Earthquake damaging bridges in Japan? Build bridges made of rubber (elastic bridges). Electricity is a problem? Build walkways with weight-activated dynamos. People walk, electricity generates. Simple. The practicality of these solutions in the immediate future seems questionable. But in the long run, who knows...
I like to think. The greater the problem, the more intersting the thought process. Simple
I like to think. The greater the problem, the more intersting the thought process. Simple
Areas mustafa kapasi is Knowledgeable in:
Communication, paranormal, unlocking mind power, meditation
Techniques mustafa kapasi Uses:
I prefer • Start with the oppostite (it weeds out what not to think) • Study conventional/exixting solutions and enhance their efficiency • Disruptive thinking - retrofit the most wierd idea into the existing premises • Thinking of a single idea that can go 360
mustafa kapasi's Problem Solving Skills:
- Provide lateral thinking concepts and 'what if's' that open new pathways to find the solution
- Keen understanding of human behaviour patterns and their reaction to communication
- Ability to sift through data and uncover the basic insight connected to a product need/usage
- Conceptualizing communication patterns, marketing ideas and creative renditions
mustafa kapasi's Problem Solving Experience:
- One of India's leading travel agency in India with a 30 year legacy came to us – called 'Raja Rani Travels (King n Queen). When established, this was a cool brand catering to a certain section of population. But over the years, Cox and Kings, Kuoni, etc. eroded into their customer base. Though superior, the brand seemed too aged for the new-age travellers. They didn't want to be associated with a brand their parents traveled with. The client refused to change the name since that was a part of the legacy and yet wanted an image makeover.
We approached the problem from a win-win- situation. Keep the legacy yet project an upbeat image. We devised a new branding 'Magic Carpet'. This became a sub-brand under the Raja Rani umbrella. The legacy gave credence to the sub brand and the refreshing branding attracted younger crowd.
I was a part in the process of identifying the brand disconnect, the rebranding exercise and the 360 degree brand campaign to launch the sub-brand Magic Carpet. - A real estate client, Ekta Group wanted to market an upcoming residential project at Pune (India). The challenges. A) The location was a bit far b) It was similar to other projects – a complex of four wings of 17 storeys each. With common pool, garden and well-appointed amenities. We had to create a differentiation when none existed. After deliberations, we decided to sell not a project but an experience.
The result: The project was named: CALIFORNAI. The sunny side of life. It was launched with teasers conveying that the head honchos/starlets/page 3 of Pune were migrating to California. The ensuing buzz was followed by several full spread ads in local dailies showcasing Californian style of living. A guitar in one hand and a glass in another. The extensive 360 launch resulted in the sale of the desired inventories, and at a premium too.
Herein I was involved from the start to the end. The market study, conceptualising the brand name 'california' and the entire creative process.