Cognito, India

14/02/2026

A true-blue Cognitoad has always nurtured multiple love interests.

This Valentine’s, we decided to confess and go public with our torrid love affairs.

Part 3 of a three-part series

14/02/2026

A true-blue Cognitoad has always nurtured multiple love interests.

This Valentine’s, we decided to confess and go public with our torrid love affairs.

Part 2 of a three-part series

14/02/2026

A true-blue Cognitoad has always nurtured multiple love interests.

This Valentine’s, we decided to confess and go public with our torrid love affairs.

Part 1 of the three part series

13/12/2025

Namaste is the foundation of Indian hospitality. A gesture that conveys care, dignity and welcome long before a word is spoken.

So, when we at Cognito, were called upon to craft the sustainability narrative for South Asia’s largest hospitality company, the world’s strongest hotel brand and India’s strongest brand across sectors, namaste was not just appropriate; it was inevitable.

But translating IHCL’s ethos into design is never about the obvious. When a brand is so deeply embedded in the country’s cultural psyche and is more a feeling than a format. An experience more than an explanation. The real challenge lies in capturing that intangible “vibe” and giving it visual and verbal expression.

Our way in was through two deceptively simple but powerful ideas:
The Art of and
The Heart of.

The Art of expressed IHCL’s craft, mastery and finesse. The cultivated excellence that defines every interaction.

The Heart of revealed the values and purpose that power that craft every day. The quiet conviction behind every act of care.

Together, they shaped a clear truth: Hospitality reaches its highest form when sustainability sits at its centre.

And when these two threads came together, the report carried a resonance that felt unmistakably IHCL. As intuitive, warm and elevated as Tajness itself.

16/02/2025

Some obsessions age well. Like Cognito’s love for building standout corporate identities and crafting print ads with a personality.

Since the late ’90s, we’ve known what a sharp logo and a sharper headline can do —stay rent free in the target audience’s mind.

So when our long-standing client, The Baldota Group, wanted to kick-off their next growth phase, we didn’t just tweak the logo; we gave it wings and launched it with a print ad that dripped of typical Cognito swagger.

Turns out, the old playbook still writes the best next chapters.

28/12/2024

Deafness isn’t a limitation; it’s a call to reimagine the ways we converse, teach and empower so that children realise their full potential.

It is this ethos of Akshar Trust which has been brought to life by the Cognito design team through a striking visual metaphor. While the cover was conceptualised by Brijesh Patel, a Cognito veteran, the inside pages of the report were visualised by Tithi Desai, the youngest member of our team.

The Akshar Trust team sets the bar high with their incredible work, and Tithi gave it her all to ensure their brilliance shines through every page.

This marks our eleventh year of designing Akshar’s report pro bono, a journey made possible thanks to Alpana Parida recommending us and Nisha Grover’s unwavering trust. If you, too, wish to support an organization transforming lives through grassroots work, visit this link and contribute generously. http://akshartrust.com/

15/12/2024

When your client is India’s highest-selling toothpaste, Colgate, and their core brand essence is ‘Smile,’ it’s only natural that their sustainability positioning should also be built on the foundation of ‘Smile.’

But ‘Smile’ is a double-edged sword. Its ubiquity in the advertising landscape can make it feel generic rather than genuine. As the creative agency, it is our responsibility to ensure it does not come across as a trope. Our job is to craft a nuanced, emotionally resonant, and thought-provoking positioning that leaves a lasting impression and aligns authentically with the brand’s message.

With this goal in mind, the Cognito team leveraged the acronym SBT, and paraphrased Science-Based Targets as Smile-Based Targets. This created a perfect confluence of a ‘scientific approach to sustainability’ with the client’s brand essence of ‘Smile.’

Thanks to this positioning, a smile for Colgate is now both a promise and an outcome.

26/08/2024

26/05/2024

Trust Anthony Lopez to bring together one of the most eclectic panels on sustainability.

Looking forward to exchange perspectives on sustainability and its future with this battery of eminent speakers.

My discussion wishlist includes Ambivalence, Human Ego, Adam Smith’s Invisible Hand, Designers as Perpetrators or Redeemers, Semantics and Branding Boo-Boos, Weaponisation of Sustainability, not to forget, how we all Forget Sustainability during War, and nothing should end without a prayer, so will even invoke Gods if the moderator doesn’t ring the bell.

If you are someone who cares about the future, desires informed participation in shaping it, and above all, craves for their dopamine dose of weekend brain droppings (Hail Carlin - ), like I crave for ice in my coffee (don’t you dare shame me by calculating the energy in each of the 8 tall glasses that I consume daily) then this is your opportunity to grab a front seat and gift yourself a great Saturday morning.

Delhi, be there if you care. No fingers will be inked but we do hope to colour minds in varying hues of green.

13/02/2024

In the hustle and bustle of today’s professional lives, it’s all too easy to overlook the small gestures of kindness that once held so much significance and evoked so much joy.

Take, for instance, the simple act of giving a card to a loved one on Valentine’s Day.
Intent and desire die a painful death at the altar of deadlines, meetings, and endless to-do lists. These small thoughtful gestures which are the glue of relationships, get relegated and lead to unnecessary pain and grief. 

Don’t worry, the good fellas at Cognito have your back. We’ve whipped up a delightful collection of 10 Valentine’s Day cards, each tailored to suit different stages of your relationship. Whether you’re in the honeymoon phase or weathering the storms of commitment, we’ve got a card. Choose the ones that fit the status of your relationship and send it to your Valentine/s.

Like all our work, these cards too are designed to touch hearts and build enduring relationships.

Happy Valentine’s!