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Every city has a X factor, which is a combination of many things. Brands could connect by taking forward the conversations around these elements. For example, In a rapidly changing India people are looking at older structures as inheritance that needs to be preserved. Could we revitalize things that have been lost along the way? Can we design socially responsible programs for new urbanism that gen x could relate to? Care about causes, start new movements and most importantly celebrate the city in its various manifestations.