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Across cultures, some rituals are often formed as structured social expressions for deep emotions—grief, joy, disgust, and anger. Their formalization reflects a society’s attempts to channel powerful feelings into comprehensible acts. Among the Vanniyela Aetto, known more commonly as Veddas—the first people and the jungle folk of Sri Lanka—there is a striking example of this. This extraordinary practice is recorded by anthropologists C.G. and Brenda Seligmann.


Their 1911 study, ‘The Veddas’ reveals how the Vanniyela Aetto once used a piece of dried human liver, obtained through personal acts of violence, to summon courage and resolve in moments of profound insult or challenge. This was no casual outlet for aggression but a response to situations that struck at the very foundations of an individual’s dignity—instances such as the theft of a spouse, betrayal, or the violation of land or belongings.

“Every group of Veddas except the most sophisticated village Veddas believe that it was formerly the custom for a man to carry in his betel pouch a small piece of dry human liver. It was essential that the liver should be taken from a man killed by the individual who proposed to carry a portion of the dried liver in his pouch.”


The ritual was reserved for wrath, for extreme situations, far removed from the mundane outbursts of frustration. Their approach to such intense anger was measured, deeply symbolic, and tied to the core of their identity as hunters and defenders.


The act of chewing this dried liver was not just symbolic but a visceral reminder of personal power, a ritual of transformation that turned indignation into action. As the Seligmanns describe, the practice seems to have vanished several generations ago, but its echoes remain in oral traditions. The liver served as a talisman of strength, a bridge between the act of past vengeance and the courage required for future justice. This practice—ritualized, extreme, yet deeply tied to the Vanniyela Aetto’s social codes—embodied their understanding of controlled fury, situating anger as a tool wielded only in moments of utmost necessity.



“The purpose of the dried liver was to make a person strong and confident to avenge insults. As far as we could understand a Vedda might thus work himself up into a condition of berserker fury, but this was only done after very serious insult, as when a man’s wife had been carried off or been unfaithful, or when his bow and arrows had been stolen or an attempt made to take his land or caves.” - C.G. and Brenda Seligmann


This story offers a glimpse into how the Vanniyela Aetto transformed raw human emotions into structured responses, embedding their struggles within acts laden with cultural meaning. It provokes broader reflection: How do rituals shape our responses to emotional situations? The Vanniyela Aetto ritual was practiced by men; what about other genders’ use of rituals to express emotions? How do societies, ancient and modern, formalize emotions into symbols, forging connections between personal identity and collective values? Protests, riots and vigils, are current examples of forms expressing collective anger. What are their personal counterparts? What are ‘accepted’ forms for an adult to express their personal anger right now? Vanniyela Aetto’s practices make us question our response toward anger, our ways of demanding justice, and whether we still need systemized ways to communicate our deepest emotions through ritual. Perhaps, having a socially-accepted method to channel a deeply unsettling emotion is convenient, as our systemised responses to other emotions, like love and gratitude, show.





Emotions are essential to human communication. Expressing emotions in a calculated, measured manner has been part of Eastern creative practices since the 4th century BC. We bring this into practice as part of our commercial story design methodology. Read more.

Something to listen to

Few stories seem to hold as much attention as the ones told by a survivor; they tap into universal themes of resilience, strength, and hope. These narratives often reveal our incredible ability to overcome adversity. 


“If I tell the sorrows of my heart it will burn my tongue, If I keep it in my heart I’m afraid it will burn me from the inside. But If I let it out, I fear that it will burn the world” - a father who lost his sons.

I’m listening to Yuval Noah Harari discuss how stories can unite or divide us. Some lead to cooperation, others lead to conflict. Wars are fought not just over resources or territory but over the underlying stories that justify and give meaning to those resources and territories. 


And we can also change our minds about stories too. I’m thinking of "The General" by Dispatch; particularly the lyrics "Take a shower, shine your shoes, you got no time to lose," It's a song about the futility of war. It tells the story of a war-weary general who, after a profound realization, urges his soldiers to abandon the fight and go live their lives. 

There is a term for when a positive psychological change occurs as a result of experiencing a highly challenging circumstance; they call it post-traumatic growth. I think, to a certain degree, we’ve all experienced or witnessed this at some point. It’s a soft sage-like patience in the moment of crisis; a profound calmness and understanding. 

Listen to Nina Simone's live recording of Who Knows Where the Time Goes. Some messages are more powerful when spoken softly. I feel gratitude when I listen to this song. You’ll recognize the survivor in her voice. 


These are our shared myths; they aren’t epic stories of gods and nations, they are personal narratives of survival. If you are into these moods, check out my Change is Gonna Come playlist. Fair warning, these are big feelings songs.


Something to look at

There’s a beautiful film about a man named Mr. Badii (played by Homayoun Ershadi), who drives through the outskirts of Tehran, searching for someone to help him with his plan to end his life. Directed by Abbas Kiarostami and set in contemporary Iran. It’s called "Taste of Cherry" and is a visual masterpiece in my view. The film goes into some deep existential questions about human connection, and life and death—these are big themes we all are familiar with, regardless of cultural background. This is an example of how stories can bridge cultural gaps and connect us through common human experiences.



It's a bit of a slow-paced film with moments of dialogue. Long takes and stationary shots allow the scenes to unfold naturally without cuts. This kind of visual and narrative strategy creates a space for the audience to get to know the story's characters.

This is a good way to approach brand development. It’s better to give enough time between changes for customers to familiarize themselves with the difference. We often refer to this as the 25% rule; as the minimum amount to retain. Gradual changes over time help maintain familiarity and trust with existing customers.


I often advise entrepreneurs to approach developing their business identity and personality similarly. Sometimes the core identity doesn’t emerge at first; I’ve worked with businesses that start with a particular idea, and by the time they launch, they’ve changed their entire model. So I find it’s better to leave room for the brand to grow along the same path as the business. 


Businesses are like people, as they grow so does their sense of identity and personality. Let the business story unfold naturally. A logo will become more meaningful over time. This is why I think a brand is as much built on reputation as it is on vision. The stories we tell shape identities and perceptions.



Updated: Nov 18, 2023

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This reading list explores published ideas, artistic expressions, characters, and business channelling the Lover archetype in adbūtam rasa.



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Archetype → Lover

Rasa → Adbūtham


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September 2023


Artistic expressions channelling archetype in rasa

  • The Lover’s gaze: Leonardo da Vinci - "Mona Lisa": Leonardo's masterpiece, the "Mona Lisa," is often seen as an embodiment of the Lover archetype. The subject's enigmatic smile and gaze have captivated viewers for centuries, representing a sense of mystery and emotional depth.

  • Lover’s journey: "Rest Energy" (1980): In "Rest Energy," Abramovic and Frank Uwe Laysiepen, AKA Ulay held a taut bowstring with an arrow pointed at Abramovic's heart. The tension and risk in the performance evoke themes of trust and the deep emotional connection between the two artists.

    • "The Lovers" (1988) was another performance (Abramovic and Ulay) that started at opposite ends of the Great Wall of China and walked toward each other, meeting in the middle after three months. This epic performance can be interpreted as a representation of their enduring love, dedication, and the emotional journey they undertook together.

    • 30 years later, when Marina Abramović was performing “The Artist Is Present” at the MoMA, a performance in which she stood still, staring for one minute at one person from the audience, in total silence, Ulay showed up. A band called How I became the bomb wrote a song about the intense love story between the famous performer Marina Abramović and Ulay.

  • Connection to the divine: Michelangelo - "The Creation of Adam" - The iconic fresco depicts the moment when God breathes life into Adam. The tender touch between God's finger and Adam's hand can been interpreted as a symbol of the Lover archetype, representing the connection between humanity and the divine.

  • Harmony of Opposites: The composition of "The Kiss" involves a balance of opposites - the masculine and feminine, the earthly and the divine. This harmony of opposites is a characteristic of the Lover archetype, which often seeks to unite contrasting elements and find completeness in the beloved.

  • Vulnerability of connection: Bon Iver - Perth (Stripped): The intense emotional connection in both the visual and audio elements aligns with the passionate nature of the Lover archetype. The candid, heartfelt footage of Heath Ledger, evokes a sense of love and loss, and the attempt to connect with someone or something no longer present. This significant emotional theme, in conjunction with Heath Ledger's tragic death at the time, demonstrates the vulnerability of the lover.

  • Devotion and commitment: U2 - I will follow - The Lover's deep emotional attachment and passion can be channelled to signify loyalty and hope. This intense emotional commitment resonates with the passionate nature of the Lover archetype. In this case, the live performance was broadcast using one of the largest satellite link-ups of all time, capturing the moment and showcasing music's power to unite a massive global audience for a humanitarian cause.

  • Sensuality: Pamplem'House - Remembrance - Deep house music often relies on emotive melodies, soulful vocals, and stirring harmonies to create a strong emotional connection with listeners. We often find it incorporates sensual and seductive elements in its sound, such as smooth rhythms and hypnotic beats. Mixed with ethereal and otherworldly soundscapes through synthesizers, ambient textures, and reverb effects; the Lover archetype can be tuned to evoke a sense of wonder and amazement.

  • Contemplative beauty: Yusef Lateef - Love Theme From Spartacus - The piece is known for its deep emotional resonance. The composition has a sensual and romantic quality, with the saxophone melody and the lush orchestration creating a mood of intimacy and connection. Lateef's performance and the composition's arrangement have a transcendent quality.

  • Self-acceptance: Peter Tosh - I Am That I Am - The lyrics of the song convey a sense of deep emotional connection and love for the self. The philosophical depth of the nature of identity can evoke a sense of wonder and amazement in the listeners. The process of self-realization and acceptance often leads to a sense of wonder and enlightenment.



Published ideas of archetype in rasa


  • Rasa theory; In Indian aesthetics, a rasa literally means "nectar, essence or taste". It is a concept in Indian arts denoting the aesthetic flavour of any visual, literary or musical work that evokes an emotion or feeling in the reader or audience, but cannot be described. It refers to the emotional flavors/essence crafted into the work by the writer or a performer and relished by a 'sensitive spectator' or sahṛidaya, literally one who "has heart", and can connect to the work with emotion, without dryness.

  • Connection to nature: Silent Spring by Rachel Carson, published in 1962, is a groundbreaking book that embodies the Lover archetype's deep connection to the natural world and evokes a sense of wonder about the environment. She (Carson) expressed her admiration for the beauty and complexity of ecosystems, and questioned the ethics of prioritizing profit over the environment's health. 

  • Transcendentalism: Transcendentalism, a philosophical movement of the 19th century, emphasized the inherent goodness of people and nature, as well as the importance of individual intuition and experience. Transcendentalists like Ralph Waldo Emerson and Henry David Thoreau encouraged a sense of wonder about the natural world and the interconnectedness of all things.

  • Eastern Philosophies (Buddhism and Taoism): Eastern philosophies like Buddhism and Taoism emphasize the interconnectedness of all things and the importance of love, compassion, and wonder. Buddhism, for example, encourages loving-kindness (metta) and compassion (karuna) as central virtues.

  • Aesthetics: As a branch of philosophy, it (Aesthetics) explores questions related to beauty, art, and appreciation. Philosophers like Immanuel Kant delved into the wonder and subjective experience of beauty, and their ideas intersect with the Lover archetype's appreciation for the beautiful and the sublime.



Characters channelling archetype in rasa


  • New lover: In Baz Luhrmann's 1996 adaptation of Romeo and Juliet, the love between the two are portrayed as youthful and impulsive lovers. Their love transcends social boundaries and familial conflicts, emphasizing the depth of their emotional connection, which is a central aspect of the Lover archetype. Luhrmann's decision to set the story in a contemporary, urban backdrop adds a sense of freshness and wonder to the classic tale. The juxtaposition of Shakespearean language with modern visuals and technology creates a unique and extraordinary atmosphere. The film also explores the theme of fate, which plays a significant role in the lovers' tragic destiny.

  • Innocent lover: Edward Scissorhands demonstrates an extraordinary ability to create intricate and beautiful sculptures with his scissorhands, which  reflects his passion for art and beauty. His artistic talents contribute to the sense of wonder in the film, as they showcase his unique perspective on the world. He also forms a deep connection with Kim another main character in the story; his love for her is genuine and unwavering. Like many Lover archetype characters, Edward's story has a tragic dimension. His inability to fully integrate into society and his sense of alienation contribute to the bittersweet nature of the character.

  • Perpetual optimist: Amélie is a whimsical and introverted character who finds wonder in the small pleasures of life. Her acts of kindness and her ability to see the extraordinary in the ordinary are central to her character as a Lover archetype.

  • Hopeless romantic: WALL-E is a sentient robot left to clean up a post-apocalyptic Earth. He discovers wonder in the artifacts of human civilization and in the form of a plant. His longing for companionship and connection with EVE adds depth to his character.

  • Genius lover: 

    • Lionel Wendt: Photographer, pianist, filmmaker and critic from Sri Lanka. The photography of Lionel Wendt is heavy with moods and tends to induce visual poetry or music in viewers. Looking into Lionel’s history, this is not surprising. Being a brilliant pianist trained at the Royal Academy, Wendt’s musicality undoubtedly penetrated his photographic works. With his mastery in light and shade and against the backdrop of the 43 Group that led the modernist movement in Sri Lankan arts, Lionel always seemed to capture the serene opulence of this island in a way only someone deeply in love with this world could. We see it in many of Lionel’s works with perfect metrics of shimmering waters or glistening skins, elegant distributions of black and white or halftone gold that he masterfully captured.

    • Matty Matheson: Chef, TV personality, and restauranteur is the zealous Lover that doesn't hold back in what he does. Matheson has an interesting duality between both Lover and Humorist archetypes. However, the Lover in him is very much what fuels the humour of his shows; because Matheson is so into his food that it becomes funny to watch him pour pounds of butter and all other kinds of delicious goodness into his food, along with an obvious love for culinary crafting. Fantastic food seems to be his love language and what underpins his genius. His delivery is often a mix of hāsyam rasa (humour) and adbūtam (wonder).

    • Leonardo da Vinci was a Renaissance polymath known for his extraordinary talents in art, science, and invention. His deep fascination with the natural world, his artistic creations like the "Mona Lisa" and "The Last Supper," and his innovative designs for flying machines and other inventions reflect a sense of wonder and boundless curiosity.

  • The merciful prophet: Prophets often exhibited deep spiritual love, devotion, and awe for the divine, as well as a profound sense of wonder about the mysteries of existence. Their teachings often emphasized love, compassion, and a deep connection to God. In most religious traditions, the prophets exhibited qualities of the Lover archetype, including love, devotion, and a sense of wonder about the divine and the mysteries of existence. Anandamayī is a perfect example of the merciful Lover prophet.



Channelling the archetype in rasa for business


  • Poetry in commercial stories; Poetry maps a story that can only be felt rather than be ‘understood’ through information. Some businesses use poetry to convey subtleties like value and desirability. The sari store Rithihi and fashion brand The Summer House.

  • Emotional Resonance: Coca-Cola's "Share a Coke" campaign used the Lover archetype by featuring personalized Coke bottles with people's names. The emotional connection of sharing a Coke with a loved one was a central theme, creating strong emotional resonance.

  • Storytelling: The "Love Has No Labels" campaign by Ad Council featured a kiss cam at an NFL game, showcasing diverse couples and families sharing kisses. This campaign told a powerful story about love's inclusivity and acceptance.

  • Loyalty: Apple's annual holiday commercials often feature heartwarming stories of families and friends coming together during the holiday season. These ads reinforce brand loyalty by associating Apple products with emotional moments.

  • Sensory appeal: Perfume and fragrance advertisements often rely on the Lover archetype, using sensual imagery, music, and visual aesthetics to evoke desire and emotional connections with the product.

  • Self love: Dove's now iconic "Real Beauty" campaign aimed to humanize their business by celebrating natural beauty and encouraging self-love. It featured real women and their personal stories, promoting a sense of authenticity.

  • Emotional connection: Airbnb's "We Are Here" campaign focused on authentic travel experiences and emotional connections between hosts and guests. The campaign emphasized genuine interactions and relationships forged through travel. Identifying audience emotions and understanding them is key to succeeding here. With Pepsi we find this classic example of an ad that went catastrophically wrong in its story message. This story suffered severe backlash because it completely misplaced the emotion behind the sentiment its audience had. 

  • Intimate messaging: Jewelry and luxury fashion brands often tailor their Lover archetype-based messages differently for couples planning to get engaged (romantic love) and for families celebrating special occasions (love within a family).

  • Cultural differences: In global campaigns, brands must consider cultural differences in the expression of love and affection. What is considered romantic or appropriate can vary widely across cultures, so messaging needs to be culturally sensitive. See how the failure to incorporate cultural differences in expressing the Lover’s vision fell short of communicating the message in this attempt by a young protestor in Sri Lanka to hand a flower to a police officer. A red rose is an unusual symbol to South Asian culture to identify with friendship or universal love, where it’s a symbol of, specifically, romantic love. A cup of tea or the mango symbolizes friendship in South Asia.









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