January 2023

3 M I N R E A D

Love them or hate them, these words are here to stay!

We all know that the virus was not the only thing we had to evade in the pandemic, remember the phrase “New Normal”? The very foundation of communication as we knew it has changed – not just what we say, but also how we say it.

In this issue of Subtext, we break down a few buzzwords in communication and tell you how you can use them to be a successful communicator in a post-Covid (PC) world.

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The one for Hindalco and Indian Railways!

Launch video of India’s first all-aluminium freight rake

TIC was proud to partner Hindalco in its launch of India's first aluminium railway wagon. As Hindalco's video partner, we were excited to create a video to launch a product that is about to be a game changer for India's transportation industry.

From scripting, storyboarding and post-production, the video was made in a record time of one week. The video shows how the all-aluminium wagons will transform and modernise Indian Railways and reduce its carbon footprint. In fact, each aluminium rake can save over 14,500 tonnes of CO2 over its lifetime. A fact that thrilled us beyond measure.

The video is a mix of real footage and some exceptional typography!



English is a funny language and a confusing one at that! In German, you read a word exactly the way it is spelled, but English likes to play with your mind.

Sample this:

How many different ways can you pronounce ough?

Maybe "Auf" as in cough

Or "Uf" as in rough

That's just two ways. What if we told you "ough" can be pronounced in 9 different ways?

"A rough-coated, dough-faced, thoughtful ploughman strode through the streets of Scarborough; after falling into a slough, he coughed and hiccoughed."

Did you get all 9?
Listen to this clip and see how many you got right!




Does Storytelling Work Well for B2B Marketing?

Our Chairperson and MD, Anjali Mathur on how to make storytelling work for B2B marketing. She talks about building your brand story, creating gripping narratives for the phygital world and more.

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Why a writer needs to be a good editor too!

A good writer who doesn't know how to edit their own work is like a carpenter who doesn't know how to use sandpaper. The result can be content that is functional but with rough edges that take away from the experience…

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How did this become a thing, our original podcast scored a bronze at the Velocity Awards 2022

We are not surprised; we are simply thrilled about this win! What began as an experiment to hone our podcast creation skills won an award and we couldn't be more ecstatic about it.

Listen to our podcast here



We are on AFAQs! curated list of the top Indian agencies providing communication design services once again!

We believe communication design is at the heart of an effective marketing strategy. At TIC, we use both internal and external communication strategies to get to the heart of what is best for your company. And we do all this with style!


An interactive user interface for AGS Transact Technologies

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AGS User Interface was a unique project where we created an interactive user interface for the AGS innovation and experience centre. The ask was complex- a user interface that tells the entire AGS story through an interactive touch screen while offering a seamless user experience.

Our solution? Read the case study to know more.

Like what you saw?

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