Giggling Monkey Studio on World-Building, Regional Identity and the Future of Indian Creativity

In a recent interview with Creative Gaga, the Indian design studio Giggling Monkey explored the concept of branding as a form of world-building, asserting that a brand should be perceived as a character rather than merely a visual representation. Their distinctive maximalist style is showcased in collaborations such as Kikli with Chef Amninder Sandhu, Meera's EP Smile, Punchline Bar in Bandra (W), Mumbai, The Simple Brew, Toothsi, and the Goethe Institut's Festival of Ideas. The studio noted that the internet's tendency to create uniformity is fading, with brands increasingly celebrating regional uniqueness. They believe technology serves as a medium for storytelling, highlighting personal narratives. Younger consumers now seek brands with clear perspectives, and collaboration with talents like Bijoy Shetty, Anam Husain, Manav Dhiman, and Prerna Gupta is essential. Their directive for 'The Next India' is to envision a future while remembering the past.