Legacy Labs is a collaboration between Celsius100 and Archival Matter — combining brand strategy, academic insight, and archival storytelling.
We don’t preserve the past; we activate it.
Turning stories, archives, and cultural memory into design systems, campaigns, and brand codes that differentiate, endure, and inspire.
Powered by the archival intelligence of Archival Matter and the network of Absent Archives.
Heritage is the new currency.
Today’s India is moving forward without leaving the past behind. As we assert a stronger identity globally, the brands that win are those with a "Soul."
Identity is the only asset that cannot be replicated by AI or competitors.
We are seeing a generational pivot. From regional fashion to forgotten foodways, the youth are seeking Meaning over Materials. We don't just "brand" your company; we align it with the enduring values of continuity and craft that define the Indian experience.
What it includes:
Weekly strategy calls with your marketing team
Academic, historical, and anthropological research into your company, category, and industry
Oral history interviews with founders, long-serving employees, and key figures in your company ecosystem
Qualitative research into customer buying behaviour, brand perception, and emotional drivers
On-ground research
Supervised archiving of company objects, documents, and historical materials
What you receive:
Research Bible — academic, historical, and economic findings specific to your brand and category. A permanent strategic asset.
Customer Intelligence Report — qualitative insights on who your customer is, how they buy, and what they actually value about you.
Messaging Map & Value Proposition — a clear, evidence-based articulation of what your brand stands for and how it should be communicated.
Brand Key & Brand Narrative — the strategic and story framework your agencies and marketing team align around.
Brand Strategy Roadmap — a phased plan for activating the strategy across your business.
₹
Consulting fee on request, based on scope and company size starting at Rs.2.5 lakhs.
All third-party costs: academic research, oral history production, qualitative fieldwork, archiving and conservation, are scoped and billed separately at actuals.
Subhabrata Ghosh (SG)
Founder, Celsius100 Consulting
Subhabrata Ghosh (SG) is the Founder & CEO of Celsius100 Consulting, helping businesses navigate growth, differentiation, and technology disruption.
With a career spanning FMCG, Automobiles, Garments, Foods & Beverages, and Consumer Durables, he has built some of India's most powerful brands. His award-winning work — including the Campaign of the Year 'Give Me Red' for Eveready, the New York Ad Festival-winning Hyundai Santro launch with Shah Rukh Khan, and Allen Solly's Friday Dressing campaign — now features as case studies in top management institutes.
SG was co-founder and Director of Lithium Urban Technologies, which operated India's largest EV fleet, and continues to invest in and advise tech startups including Coulomb.ai and Li-Circle.
A tech geek and fitness enthusiast, he holds Masters degrees in Human Physiology, Ergonomics & Design Engineering, and Business Management.
Alakananda Nag
Founder & Artistic Director, Archival Matter
Alakananda Nag is a cultural entrepreneur, author, and educationist dedicated to uncovering forgotten histories and reimagining heritage for the present. A former Cannes Lions Gold–winning filmmaker, she trained in Documentary Photography and Photojournalism at the International Center of Photography, New York.
Her first book, Armenians of Calcutta (2021), has been acquired by the Metropolitan Museum of Art, SFMOMA, and the Calouste Gulbenkian Foundation, Lisbon. She is the founder of Archival Matter and Absent Archives — platforms that address archival silences through writing, zines, exhibitions, and community projects.
Drawing on two decades in branding, advertising, and filmmaking, she consults as a creative director and teaches as visiting faculty at the National Institute of Design and CSMVS, Mumbai.
For Nag, cultural entrepreneurship means not just telling stories of the past, but building infrastructures of memory that allow communities to see themselves differently.
