Blogs

Figma opened its Bengaluru office with a 90-second video full of energy and chaos—dripping taps, meowing cats, demands for sliders and glow mode. It’s entertaining. Yet it’s also a lesson in how companies bury their story under product features when the moment demands more. Here’s what makes this puzzling: seven days before the launch, Figma released the perfect positioning video. Real Indian creators from Meesho, Swiggy, Fynd, and Times Internet explained why India matters, how design sets companies apart, and why India is a creative hub. Then they announced the actual office opening with a product demo. No named creators. No business context. No strategic positioning. This matters because Figma went public in July 2025 at a $22 billion valuation. Half their revenue comes from international markets. Getting the India narrative right isn’t optional—it’s critical for investor confidence. The November 5 video proves they know how to position. They just chose not to when it mattered most.

Perplexity’s celebrity-driven ‘The Garage’ ad entertains but doesn’t convert. With AI search spending set to double by 2026, brand awareness without clarity is a luxury no startup can afford.