Saregama India Design & Branding KEEPING THE LEGEND ALIVE by McCann Erickson Mumbai

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KEEPING THE LEGEND ALIVE

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Industry Shows, Events & Festivals
Media Design & Branding
Market India
Agency McCann Erickson Mumbai
Creative Director Denzil Machado
Art Director Kunal Mhabadi, Ketan Mhabadi
Copywriter Abhinav Tripathi
Photographer Loknath Panigrahi, Kiran Patankar, Sandeep Barge
Illustrator Ketan Mhabadi, Anant Nanavre, Satyajit More
Editor Manavendra Singh Rawat
Released December 2011

Credits & Description

Category: Illustration
Advertiser: SAREGAMA INDIA
Product/Service: SAREGAMA MUSIC
Agency: McCANN WORLDGROUP INDIA
Chief Creative Officer: Prasoon Joshi (Mccann Worldgroup)
Creative Director: Denzil Machado (Mccann Worldgroup)
Creative Director: Abhinav Tripathi (Mccann Worldgroup)
Art Director: Kunal Mhabadi (Mccann Worldgroup)
Art Director: Ketan Mhabadi (Mccann Worldgroup)
Copywriter: Abhinav Tripathi (Mccann Worldgroup)
Illustrator: Anant Nanavre (Mccann Worldgroup)
Illustrator: Ketan Mhabadi (Mccann Worldgroup)
Image Retouching: Chirag Doshi (Mccann Worldgroup)
Photographer: Kiran Patankar (Mccann Worldgroup)
Photographer: Loknath Panigrahi (Mccann Worldgroup)
Photographer: Sandeep Barge (Mccann Worldgroup)
Production: Robert Joseph (Mccann Worldgroup)
Production: Meraj Khan (Mccann Worldgroup)
Account Manager: Benitta Jacob (Mccann Worldgroup)
Planner: Loveleen Raina (Mccann Worldgroup)
Editor: Manavendra Singh Rawat (Mccann Worldgroup)
Illustrator: Satyajit More (Mccann Worldgroup)
Media placement: Poster - Exhibition - 7th December 2011

Describe the brief from the client
The SaReGaMa Music Company became famous during the audio cassette era for promoting Indian Classical music. But ever since tapes became a thing of the past, the label's association with the genre had been fading away. The challenge was to make SaReGaMa synonymous with Indian Classical again. And reach out to its loyal listeners.

Describe the challenges and key objectives
We took a Classical Legend, late Pandit Bhimsen Joshi and made musical portraits of him using tape of his old recordings. Each portrait was brought to life with the legend's magical voice, using the Compact Disc on the canvas.
We exhibited this at India’s largest classical musical festival, Sawai Gandharva, a festival founded by the legend himself.

Describe how you arrived at the final design
We used SaReGaMa’s tapes of late Pandit Bhimsen Joshi’s recordings to create his musical portraits. Each portrait was intricately weaved using over 1100 meters of tape.

Give some indication of how successful the outcome was in the market
The exhibit received 100% attendance of all festival attendees. It was covered by local and national media. Owing to an overwhelming response from fans other artists were immortalized in tape i.e. Pandit Ravi Shanker, Ustad Bismillah Khan, Ustad Zakir Hussain, Ustad Amjad Ali Khan. And SaReGaMa was able to reestablish an unbreakable bond with Indian Classical music and its fans.