This document profiles various archetypes and provides descriptions of their essence, desire, goal, strategy, and how they help consumers. The archetypes described include characters like Chandler Bing from Friends, Rancho from 3 Idiots, Kalpana Chawla, Kabir Khan from Chak De India, and Tom Hanks' character in Forest Gump. Each archetype is defined by its core traits that help consumers feel understood and empowered to achieve certain aims.

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