One Big Idea by Kunal Mukherjee: Increation – The new age of communication

06 Mar,2013

By Kunal Mukherjee, Director Marketing, UTV and Bindass Networks


Increation is a concept I came across some time ago when I read a book by the renowned author Jerone Boschma. His latest book, ‘Generation Einstein, smarter, faster and socially more aware’, led to significant media hype in The Netherlands. He specializes in communication strategies targeting children, adolescents and families. In 1998, he co-founded Bureau Keesie, which has built up an impressive track record of finding solutions for organizations (profit or non-profit) who want to really get in touch with today’s young people.


Bindass over the years has created in-depth understanding of the Indian youth and has used this expertise to contribute to the Indian edition of this book, Generation Einstein, which was launched late last year.


The book throws light on new-age communication techniques and the one that I firmly believe can be the needle mover in youth communication is ‘Increation’. It’s a method of creating concepts together with your target audience; it involves thinking up and creating solutions across a variety of areas, such as new products, concepts or methods of communication, together with the consumer – the real fans – under the guidance of experts.


Increation involves putting many ideas to test, then trying to use the reactions to narrow down or further fine-tune the ideas. The researcher will look for overlaps on what connects to solutions, leading to that one big insight that results in that one big idea. Young people are aptly suited to working with increation projects as they are extremely creative and dynamic, due to the globalized world around them throwing out information in abundance, which the young minds absorb. Increation signifies moving away from the good old suggestion box, in which people could post their ideas and which was a cheap mechanism for a company to come up with new products without the costs of involving their own R&D department.


This generation wants to be “in control” of what they see, read or do, whenever and wherever. They do this both actively and passively: actively by making their own content and passively by deciding for themselves what content they wish to see, do, or read at any given time. As communication specialists sometimes we continue to think from the standpoint of the technical possibilities of the machine, and leave the emotional context completely out of the equation.


India is one of the youngest nations in the world today. By the time you get to the end of this article it would have aged a little bit more in reverse; it would have become younger. The youth today have a sense of purpose and confidence that is far beyond their years. They are the masters of their own destiny, architects of their own ambition and at one with what they feel. A better world for them begins with a better understanding of oneself.


We at Bindass don’t claim to have all the answers, but we do have a roadmap to discovering and interpreting the youth of today and the world that has shaped them.


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