Thursday, May 10, 2012


Indians are geniuses at many things but being on time really isn't one of them. I could have read War and Peace a hundred times over in the time I've spent waiting for my brethren who run on what creative studio Hyphen calls Indian Stretchable Time

The ish watch with its off-kilter numbers brilliantly pokes fun at Indians' perennial lateness. Hyphen may only be a year old, and this is its first baby, but if co-founder and former advertising guru Prasanna Sankhe keeps inventing products like this, I can't wait to see what's next. Will the watch help anyone be on time for a change? We'll have to wait and see I guess.   

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