The Future Series: built to reach the few

The brief The Future Series exists for a specific kind of person: Indians who want to shape the future, not just watch it happen. That is a small group by definition. So the founders came to us with an unusual brief. Make something bold. Something most people will not relate to. Something that is not trying to go viral.

Why not viral The people doing the most cutting-edge work in India are few, and reaching all of them matters more than reaching everyone else. A loud, crowd-pleasing film would have pulled in the wrong crowd. The job was to make something the right few would instantly recognise as theirs, and everyone else would scroll past. A filter, not a megaphone.

Who it was for The founders set the standard. Kritarth Chhabra built brands at Red Bull, Uber, OnePlus and Glovo. Yesh Baskaran is a space scientist and co-founder of ZuGrama, a pop-up village that gathers people across technology, policy and social impact to work on hard problems. They measure a thing by who it brings into the room.

Did it work It made the right people notice. The clearest proof is who ended up speaking. One of them is Ganesh Bagler, an IIIT-Delhi professor who built the field of computational gastronomy, turning the world's recipes and flavours into data and using AI to create food that has never existed. That is exactly the kind of mind this was made to gather.

Not every brief is about reach. Sometimes the point is to be understood by a small number of exceptional people. Building for a specific audience? Send me a message.