DHAROHAR INDIAN LEGACY by DESIGNMEMBRANE for KALPATARU

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DHAROHAR INDIAN LEGACY

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Industry Real Estate
Media Design & Branding
Market India
Agency DESIGNMEMBRANE
Released December 2009

Credits & Description

Category: Calendars
Advertiser: KALPATARU
Product/Service: REAL ESTATE
Agency: DESIGNMEMBRANE
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: DESIGNMEMBRANE, MUMBAI, INDIA
Design Director: Swati Chandak Sharma (Designmembrane)
Creative Copywriter: Ankita Sharma (Designmembrane)
Corporate Communication Manager: Priya Mathais (Kalpataru)
Dy. General Manager - Marketing: Bhavik Bhandari (Kalpataru)
Managing Director: Parag Munot (Kalpataru)
Print Specialists: Abhishek Kejriwal/Supriya Kejriwal (Parkson Graphics)
Media placement: Table Calendar - 8000 Distributed To Corporates And Associates - 01.01.2010
Media placement: Bookmark - 8000 Distributed To Corporates And Associates - 01.01.2010
Media placement: Pocket Calendar - 8000 Distributed To Corporates And Associates - 01.01.2010

Describe the challenges and key objectives
The basic objective was to come up with a calendar for 2010 that was commemorative of the corporate's forty years in business and is a collectible for all. The core challenge here was to communicate history with mostly an Indian audience of the twentyfirst century at a glance. For this a suitable name and identity that conveys the theme was to be designed. Illustrations needed to be both informative and evocative balancing the fine line in between. Clearly paper and printing play a key role in enhancing the image and in this case it required a lot of experimentation with techniques without going overboard with them.

Describe the brief from the client
The Kalpataru table calendar has continued to be the most sought after by everyone who has been receiving it over the years. Kalpataru's businesses across various verticals share the common denominator of values and traditions rooted in Indian culture. As an extension of its philosophies and values the emphasis has always been on themes and concepts that promote and celebrate different forms of Indian culture, exploring its mysticism. These themes involve in-depth research and representation with high quality paper and printing techniques to further enhance the output. For 2010, it wishes to commemorate its own legacy of forty years and it’s Indian-ness by reveling in the rich legacy of India that glorifies the intrigue and enigma engraved within its various regions.

Describe how you arrived at the final design
Our rich heritage is the summation of legacies of many dynasties, accepting the best and intermingling new customs and styles from various dynasties both foreign and that of Indian origin, which ruled the Indian subcontinent. In an engaging narrative we called ‘Dharohar – Indian legacy’, a Sanskrit word that translates as – heritage, we set on a unique journey of India’s past. As an outcome of this research, the most significant twelve dynasties were assorted to capture the essence of each one’s contribution or legacy, for each month. All printing techniques were carefully selected to bring the ‘legacy’ in focus, purely to enhance the visual perception which might have otherwise been lost in a simple offset.

Give some indication of how successful the outcome was in the market
In an age where much of India’s rich, cultural heritage is trapped in dull history books in black and white; this calendar aids resurface this forgotten cultural past. The illustrations subtly break this routine perception of India often explored through kitsch art forms often misleading it to be just a mystic land of ‘bazaar’ graphics. The defined play of print techniques have rendered it with the final stroke of completion. The new calendar appeals not just to its staff but also clients and associates. The pride they take in owning it is itself an indication of its success and resonate what Kalpataru is as a brand.