hiiiiiiiiiiiiii

1. Mathew Perry as
Chandler Bing in Friends
Surinder Sahni (SRK) - Rab Ne
Bana Di Jodi
Essence : All men and women are created equal
Desire : Connection with others
Goal : To belong, fit in
Strategy : Develop ordinary solid virtues, the common touch,
blend in
Helps the consumer :  Find affiliation
 Connect, fit in
 Accept help and friendship
 Believe in the natural dignity of every person
regardless of her abilities or circumstances

2. Rancho - 3 idiots
Essence : Rules are meant to be broken
Desire : Revolution
Goal : To destroy the established order / what is not working for
the Outlaw or society
Strategy : To disrupt, destroy or shock
Gift : Outrageousness, radical freedom
Helps the consumer
feel
:  Behave in a disruptive way to achieve or realize his desires
 Bring about a revolution

3. Nassim Nicholas Taleb
Kalpana Chawla
Essence : Don’t fence me in
Desire : Freedom to find out who you are through
exploring the world
Goal : To experience a better, more authentic, more
fulfilling life
Strategy : Journey, seek out new things, escape from
entrapment and boredom
Call : Alienation, dissatisfaction, restlessness,
yearning, boredom
Helps the consumer :  Hit the open road
 Explore the world
 Connect with nature
 Seek own individuality, become fulfilled
 Express individuality and uniqueness

4. Kabir Khan (SRK)- Chak De
Maximus (Russell Crowe) - Gladiator
Essence : Nothing is impossible - when there is a will, there is a way
Desire : To prove one’s worth through courageous action
Goal : Exert mastery in a way that improves the world
Strategy : Become strong, competent and powerful
The call :  Someone needs you to defend him or her
 A challenge beckons
Helps the consumer :  Achieve, mastery, reach one’s best
 Use strength and courage to make a difference to the
community and to the world

5. Debraj Sahai (Amitabh Bachchan) - Black
Dr. Muhammad Yunus - Grameen Bank
(Bangladesh)
Essence : I can make anything happen. I can do magic
Desire : Knowledge of fundamental laws / secrets of how the world
or universe works
Goal : Make dreams come true
Strategy : Living a vision
Helps the consumer :  Experience a magical moment or transformation
 Experience Miracles, moving from vision to manifestation

6. A R Rahman
Ashitosh Gowarikar
Essence : If it can be imagined, it can be created
Desire : To create something of enduring value
Goal : Give form to a vision
Strategy : Artistic control and skill
Call : Dreams, Flashes of inspiration
Helps the consumer :  Be creative or innovative
 Give form to his vision
 Create structures that influence society

7. Tom Hanks in Forest Gump
Kareena Kapoor in Jab We Met
Essence : The world and everything in is beautiful
Desire : To experience paradise
Goal : To be happy
Strategy : Do things right
Call : Desire for purity, goodness and simplicity
Helps the consumer :  Childlike simplicity, dependent, trusting idyllic
 Renewed, positive, reinvented, cleansed
 Enter the promised land
 Mystical sense on oneness
 Values and integrity

8. Montek Singh Ahluwalia
Essence : Power is the only thing
Desire : Control
Goal : Create a prosperous, successful family
Strategy : Chaos
Call : Lack of resources, order or harmony
Helps the consumer :  Take responsibility for the state of his life
 Become a leader

9. Warren Buffet
Oprah Winfrey
C.K. Pralhad
Essence : The truth will set you free
Desire : Discovery of truth
Goal : To use intelligence and analysis to understand the
world
Strategy : Seek out information and knowledge, become self-
reflective and understand thinking processes
Call : Confusion, doubt, deep desire to find the truth
Helps the consumer :  Search for truth
 Desire for objectivity
 Looking to experts
 Innovative thinking
 Gain wisdom, confidence, mastery

10. Make a wish foundation
Ram Shankar Nikumbh in
Taare Zameen Par
Essence : I’ll take care of you
Desire : To protect people from harm
Goal : To help others
Strategy : Do things for others
Call : Seeing someone in need
Helps the consumer :  Care and nurture dependents
 Balance self care with care for others
 Feel concern for the larger world

11. SRK as Raj in DDLJ
Essence : Eyes only for you
Desire : Attain intimacy and experience sensual pleasure
Goal : Special relationship, being in the work, surroundings you
love
Strategy : Become more and more attractive – physically,
emotionally and in every way
Call : Seduction, falling in love (with a person, a cause, work,
an idea, a product)
Helps consumers :  Achieve bliss through commitment to their love

12. Charlie Chaplin
Cyrus Broacha
Essence : Let me have fun; let it rip
Desire : To live in the moment with full enjoyment
Goal : To have a great time, to lighten up the world
Strategy : Play, make jokes, be funny
Call : Reduce boredom
Helps the consumer :  Play life as a game
 Have fun
 Be clever, find ways around obstacles
 Experience life in the moment