Humanedge
Year
2026
Link
Sector
Health & Wellness
Team
Sushmeit Nambiar, Jhanvi Lathia, Vidhi Dedhia, Jerin Jose
A precision longevity program built by the same house that's told India its news for over a century, Times of India Group.
Humanedge is India’s first precision longevity platform, launched by the Times of India Group in partnership with Project Serotonin. The idea was simple but overdue: give people personalized, data-driven protocols for sleep, nutrition, and exercise, so they could catch chronic disease before it starts, instead of treating it after.
The luxury landscape in India is undergoing a seismic shift. For the nation’s most affluent, status is no longer defined by the rarity of goods, but by ‘time’ – the one thing money can’t buy.
“We’re only now beginning to realize that we are our most valuable asset. It’s you. It’s not the house. It’s not the car. It’s not your partner. It’s your body.”
Globally, the wellness market has exploded to $1.8 trillion, with 70% of consumers claiming to be proactive about their healthcare. Yet, in India, the concept of longevity remained a nascent, misunderstood space.
Bennett Coleman & Co. Ltd. (The Times Group) saw this as an opportunity. With 186 years of institutional credibility, they set out to create Humanedge: a brand designed to empower Indians with a life well-lived, as opposed to one that’s just inherently long.
For the identity, we thought of living long as the greatest journey a person can set out on, and asked what it would take to actually get someone there. That question became the brand’s core idea: if humans are out for their greatest journey, can Humanedge be the mission control that helps them to get there? The visual language follows direct visual cues from this idea.
“Qualitative feedback from prospective customers consistently reinforced the brand's positioning, with sales teams reporting that the creative stood out as "premium", "intriguing," and driving customer curiosity unlike anything else currently available in the Indian healthcare market.”
— Vikas Purohit, CEO