Join Us for an Intellectual Experience!

Date: 9th Aug 2026
Time: 1:00 PM
Location: Big small cafe + bar, Dadar West

THE COST COVERS FOOD AND DRINKS.

About the lecture

Can yellow lines on railway platforms prevent accidents? Can a simple phone call help reduce girl-child trafficking? Can the image of a rose on your phone motivate you to walk every day?

In this fascinating lecture, Biju Dominic introduces the revolutionary idea behind his book MicroStimuli: The New Science of Persuasion—that the smallest and most overlooked signals in our environment can quietly shape our choices, habits, and behaviour without us ever realizing it.

Drawing from neuroscience, behavioural economics, cognitive psychology, and decades of real-world experiments, he reveals how the brain constantly absorbs subtle cues that influence everything from the products we buy and the roads we cross to the way societies change.

More than a lecture on persuasion, this is an exploration of how behaviour itself is shaped and how understanding these invisible forces can transform the way we design products, policies, workplaces, cities, and even our own lives.

Whether you're an entrepreneur, policymaker, marketer, designer, psychologist, or simply curious about why people do what they do, this lecture offers an entirely new lens through which to understand human behaviour.

About the speaker

For over 36 years, Biju Dominic has been studying one question: what truly shapes human behaviour?

After spending 17 years in India's leading advertising agencies, he co-founded FinalMile Consulting (now a part of Fractal Analytics), where he pioneered the application of neuroscience, behavioural economics, and design to solve real-world behavioural challenges.

His work has influenced everything from reducing railway trespassing and improving road safety to increasing physical activity and driving social change. The Wadala Yellow Line Project, one of his most celebrated interventions, has been featured by publications including The Boston Globe and The Indian Express, and is taught as a case study in Philip Kotler's Social Marketing.

Biju is also the author of MicroStimuli: The New Science of Persuasion, a groundbreaking book that explores how tiny, often unnoticed cues can profoundly influence human decisions and behaviour.