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I wrote an ideology note for Uninor when we were pitching for them in 2009 (We won the account). It goes like this:

Change has always been an intrinsic part of life. As essential as the air we breathe, it is omnipresent. Change can represent hope and show us the light of day, or it can be dark and deceiving. It can inspire you and it can disappoint you. It can glorify you and it can vilify you in the same breath. You can agree with change, you can disagree with it. But you certainly can’t ignore it.

Because, whether you like it or not, change is here to stay. But what is important, is that you don’t see change as an obstacle, but as an opportunity.

As the Mahatma once said, “Be the change you want to see in the world”

And these are the people we’re talking to. People who believe in making a difference, maybe not to others, but in their own lives. People who put in those extra two hours at work, people who go that extra mile, people who break their backs while trying to achieve their goals and realise their dreams.

Uninor identifies with such people.

Uninor is not the change in itself. It will not change your life or the way you live. But Uninor will help you identify the change within you. Uni-Nor relates to people who believe they can achieve something, people who keep the fire lit within themselves. Uninor is a catalyst and an enabler, a harbinger of everything that is possible and more.

After all, it’s not change that drives the people; it’s the people that drive change.

Because, YOU are the change.

We’re not talking to the late Dhirubhai Ambani, Shahrukh Khan or A.R. Rahman of today. No.

We’re talking to Dhirubhai Ambani who just returned from Yemen and started an office in a run down area of Mumbai. We’re talking to Shahrukh when his acting skills were nothing more than a burning desire in his heart. We’re talking to A.R. Rahman when he was running from director to director looking for his first break.

People who constantly look for new opportunities. People who push themselves, and strive to achieve their target. People who may not be the best, but endeavor to better themselves and get there. These are the people Uninor is talking to.

Uninor is not telling people to change the world, but to change their world.

Don’t strive to change THE world, just change YOUR world.


The uninor ideology somewhere finds its inspiration from this: