Movies Now Design & Branding CHAPLIN CHAPTERS by BBH India

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market India
Agency BBH India
Copywriter Rajshekar Patil
Released March 2012


One Show 2013
One Show Design Brand Identity / Logo Design Bronze

Credits & Description

Category: Logo Design
Advertiser: MOVIES NOW
Managing Partner: Russell Barrett (BBH India)
Designer/Art Director: Ajmal Giyasoddin Mohammad (BBH India)
Copywriter: Rajshekar Patil (BBH India)
Planner: Yousuf Rangoonwala (BBH India)
Business Head: Abhishek Razdan (BBH India)
Brand Partner: Anirban Mukherjee (BBH India)
Brand Partner: Nafisa Alvares (BBH India)
Brand Associate: Vishal Wadhwani (BBH India)
Media placement: Logo - PVR Cinema, Lower Parel - 1st March 2012
Media placement: Poster "Modern Times" - PVR Cinema, Lower Parel - 1st March 2012
Media placement: Poster "The Circus" - PVR Cinema, Lower Parel - 8th March 2012
Media placement: Poster "The Great Dictator" - PVR Cinema, Lower Parel - 15th March 2012
Media placement: Poster "City Lights" - PVR Cinema, Lower Parel - 22nd March 2012
Media placement: Press Ad "Modern Times" - Times Of India - 8th March 2012
Media placement: Press Ad "The Circus" - Times Of India - 15th March 2012
Media placement: Press Ad "The Great Dictator" - Times Of India - 22nd March 2012
Media placement: Press Ad "City Lights" - Times Of India - 29th March 2012
Media placement: Promo - Movies Now Channel - 1st March 2012
Describe the brief from the client
Movies Now, India’s fastest growing English movie channel was screening the best of Charlie Chaplin films as a tribute to the master of silent era comedy. We were briefed to not only create an identity for the festival, but also draw a large viewership for the 4 films that would be screened in the intensely competitive satellite TV market.
Describe the challenges and key objectives
The challenge was that each Chaplin film had a different plot. While most people loved Chaplin and his antics, they hardly knew the names of any of his films. We had to design something iconic yet flexible enough to work for each movie, across different media.
Describe how you arrived at the final design
The solution was a logo inspired by Chaplin's iconic bowler hat and moustache. We then re-created the logo across various media making it the DNA of the festival. We made posters and press ads for each film to reflect its plot. We extended the graphic across e-mailers, invitations and an animated promo that was aired on Movies Now.
The look for the campaign was inspired by post WWI minimalism. To arrive at the grainy black & white look, we photocopied the original multiple times.
Give some indication of how successful the outcome was in the market
Modern Times became the most watched movie amongst all English channels in the week of its screening. Circus, The Great Dictator and City Lights featured amongst the 3 most watched movies in the week of their screening amongst all channels. This greatly consolidated Movies Now's position in the intensely competitive Indian market. So not only did we enjoy paying tribute to the man who showed the entire world the value of humour, we were also successful in helping our client gain some much needed business.