best on desktop
This one is built for a bigger screen.
Please open it on a laptop or PC for the full experience. Even angels need a bigger screen sometimes.
best on desktop
This one is built for a bigger screen.
Please open it on a laptop or PC for the full experience. Even angels need a bigger screen sometimes.
the brain behind the buy,
Synaptiquè.
Kyunwhy?
the idea
The brain
behind the buy,
decoded
for India.
Not to override
how people
choose,
but to
understand it.
Culture as
the door,
science as
what we give,
ethics as
the point.
kyun.
SYNAPTIQUÈ.now Kyun
25.01 / 26.07
A neuromarketing consultancy I co-founded and creative-directed with Munira Electricwala.
Consumer psychology, brand strategy and design, translating why people buy into a brand and offer ready for market.
Paused for 11 months. Now rebuilding as Kyun, Hindi for why.
A neuromarketing consultancy I co-founded and creative-directed with Munira Electricwala, sitting at the intersection of consumer psychology, brand strategy and design. My brainchild, and still being built.
As a kid I was mesmerised by Indian ads, the ones that made us laugh, sing or tear up. Dairy Milk's "Kuch Meetha Ho Jaaye" made chocolate feel like an emotion, not just a sweet. Years later, studying Applied Psychology, I met Munira Electricwala (M.Sc. in Clinical Psychology) through Beautiful You, and we decided to build the consultancy that asks why.
A neuromarketing consultancy at the intersection of consumer psychology, brand strategy and design, translating "why people buy" into a brand and offer ready to take to market. In India neuromarketing was almost nowhere, and often mistaken for manipulation or plain psychology. "The brain behind the buy, decoded for India."
I set the creative direction and vision: defined Synaptiquè's point of view, surfaced industry trends and innovative approaches in neuromarketing, and held visual and conceptual consistency across every asset we built, from graphics to decks to written materials. Munira led the research, the method and the client voice; I led brand, positioning and discovery calls.
I built the full brand identity and brand guidelines from scratch: a glossy blue brain in a hexagon, a colour mood shaped by the brain, typography, imagery with South Asian faces and a touch of emotional ambiguity, and rules for using AI. The same system ran through the Instagram posts, banners and carousels on the design shelf.
I built the whole website on Wix Studio, with no template. I ran extensive competitive analysis on similar neuromarketing companies to sharpen our positioning, and recruited 2 to 3 collaborators onto the founding team.
Before going live I drafted services proposals for early prospects like EdventureX and the artist Vasudha Singh as offer-testing experiments, designed a multi-platform content schedule with categories and strategies, and mapped the operating system we would have run engagements through: project timelines, milestone targets, review points and internal quality bars.
The startup was not functional for around 11 months, for more than one reason. The more I worked in neuromarketing, the more I realised I was using neuroscience to override how people make decisions, not support it. Studying the brain to design brand experiences is one thing; designing them to exploit cognitive shortcuts and emotional triggers people don't see coming is another. The other reason was serious burnout from third year of university, and family.
That is resolved now, and since July 2026 we are re-evaluating and redirecting to Kyun, Hindi for "why", which also sounds like "cue", the trigger before a choice. The rebuild starts from a client, not a brand: one clear offer instead of ten services, culture as the door and science as what we give, and ethics as a selling point, with no manipulation tactics. We only promise what we can deliver today: behavioural and cultural analysis, with lab-backed work like EEG only once a lab partner is real.
