When I look at the subject I am about to write on, I ask myself, what brand do I really associate

with? The answer is - 'none! You are a free bird and undefined by your brands', and that truly
is my case. However, if I observe my own behaviour closely in past and then study my pre-
disposition in present from the point of first exposure with any brand, I do feel one brand stands
out - TISS. Tata Institute of Social Sciences is a brand I truly respect and would go back to any
day, no questions raised.

My first exposure to the brand was when I was preparing for entrance exams in my PG course.
People used to tell - it is far easier to crack and I used to believe that too. My fiancé and I were
under the dilemma at that point, on where we would both like to be, it settled with TISS, it was
our first preference. The kind of culture promised by the brand - no judgements and absolute
grey matter nourishment is exactly what we were searching for; this became the primary reason
in building up of such a pre-disposition for brand. The associations I built due to the stories
told by its alumni - "TISS is a different world altogether, you'll miss it so damn much once you
leave those gates", made my associations further strong. I could not help but dream of a life at
TISS.

Did not get into TISS sadly but I did get a chance to work with TISS CSOL, the sub-brand that
offers organization leadership programmes. I worked with them for a month, and oh the
culture! The way professors talk on any subject at any point of time, the way everyone is so
caring over there, the way library is, my moments there are like a dream now. I worked so hard
but I never did mind a single bit. The social work done over there brought such humility to me,
brought such realizations about many things... Adding to that, I had my partner beside me, and
long hard working days and relaxed evenings in TISS amphitheatre with her everyday... I
certainly miss them now excessively much. Those alumni were right indeed!

In hindsight, TISS is the brand I love association with and whatever little association I have
had so far with the brand, I am glad I have it. The logo of TISS is one of the most sacred
symbols as far as all the religions are concerned - symbolizing knowledge. A 150-year-old tree
reflects the logo in the campus too. TISS is crowd-funded, autonomous body, which further
garners respect. The ethos of its work as well as laid back & think tank culture, is where I get
sold.