Conceptualised by .HyperCollective under the leadership of KV Sridhar, the campaign film was unveiled at the global launch of nSEPIA in Mumbai
New Delhi, Sept 02: Nihilent Limited unveiled “Know Where You Are”, the brand campaign for nSEPIA, at the app’s global launch in Mumbai on August 27. Conceptualised by .HyperCollective under the leadership of advertising veteran KV Sridhar, popularly known as Pops, the campaign introduced nSEPIA through a question that people rarely stop to ask themselves. We know where we are physically, but do we know where we are emotionally?
The campaign was built on the observation that people often describe how they feel using a single word. Fine, happy, stressed or tired may be the immediate answer, even when the emotional experience is far more complex. A person may feel excited and anxious at the same time. Someone may be calm and still carry a sense of restlessness. Happiness can exist alongside feeling overwhelmed. “Know Where You Are” took this familiar contradiction and made it the starting point for nSEPIA’s communication.
The central thought of the campaign was expressed through the line “Know where you are emotionally. Then bring your emotions back into balance.” It brought the proposition of nSEPIA into an everyday context without making the communication an explanation of technology. The idea was to make people curious about what they may actually be feeling at a given moment and to introduce nSEPIA as a simple way of understanding that emotional mix.
At the global launch, Nihilent premiered the hero brand film created around this thought. The film moved through everyday situations where different emotions existed together, showing that the feeling people chose to name was not always the complete picture. Rather than dramatising emotion through unusual situations, it stayed with moments that felt recognisable and brought the viewer back to a simple question about their own emotional state.
The film introduced the nSEPIA experience through a 30 second mobile scan that analysed more than 70 facial points. Based on the emotional state identified, nSEPIA offered personalised experiences across music, meditation, breathwork and yoga. The user could then scan again and observe whether there had been a change. The film closed with the message “Know your emotions in 30 seconds. Then, bring them back into balance.”
L.C. Singh, Founder and Executive Chairman, Nihilent Limited, said, “We have become very good at measuring what happens around us. We track our steps, our sleep, our heart rate and so much more. But our emotional state is equally important to how we live, work and relate to others. With nSEPIA, we wanted to make emotional awareness simple and accessible. The campaign reflects that idea. We need to know where we are, and once we are aware, we can bring ourselves back into balance.”
The campaign also reflected the way Nihilent wanted people to encounter nSEPIA. Rather than presenting a library of wellness content and asking the user to decide what they needed, nSEPIA began with the emotional state at that moment. The communication followed the same principle. It did not begin by explaining Emotion AI. It began with the reason someone may want to understand their emotions in the first place.
For .HyperCollective, this meant translating a technology led product into a communication idea that could be understood without technical language. Emotion AI remained central to what made nSEPIA possible, but the campaign allowed the human experience to lead. The technology answered the “how”, while the campaign concentrated on the “why”.
KV Sridhar, Founder, .HyperCollective , said, “At the heart of nSEPIA is a very simple thought. We are often experiencing more than one emotion at a time, but we rarely pause to understand that mix. The campaign brings this everyday truth to life in a way that is simple, relatable and distinctly nSEPIA. We want people to scan for 30 seconds, know where they are emotionally, and then take the next step towards balance.”
The communication was also careful not to suggest that there was a right or wrong way to feel. nSEPIA was positioned as a way to become aware of the emotional state that already existed, before choosing a personalised path that could help move towards balance. That thinking connected the campaign directly with the larger nSEPIA brand promise, “Emotions. In Balance.”
“Know Where You Are” was created for a broad contemporary audience, with professionals and students forming an important part of the campaign. It also spoke to people already interested in wellness who wanted a simpler way to understand what they may need at a particular moment. The campaign recognised that demanding routines often leave little time to examine the mix of emotions people move through during the day.
The hero film formed the centre of a larger campaign rollout. “Know Where You Are” went live across short form digital films and reels, along with social media content. Static communication and carousel formats carried the thought further, while digital advertising supported the campaign across online platforms. Influencer and creator led content was also included as part of the communication plan, allowing people to experience nSEPIA and speak about their own emotional check ins. The global launch was also telecast live.
Across these formats, the campaign used the message “Know where you are emotionally” and the product expression “Know your emotions in 30 seconds”, while continuing to build towards the larger promise of bringing emotions back into balance. The communication consistently used the nSEPIA identity and its brand line “nSEPIA. Emotions. In Balance.”
The campaign went live alongside the global launch of nSEPIA on August 27, 2026. Through “Know Where You Are”, Nihilent and .HyperCollective introduced the product by moving the conversation away from simply naming an emotion and towards understanding what may actually be happening beneath that one word.
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