COLOURS OF INDIA, 2 by Taproot Mumbai for Transasia Papers

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COLOURS OF INDIA, 2

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Industry Stationery, Business equipment & services, Corporate Image
Media Design & Branding
Market India
Agency Taproot Mumbai
Art Director Santosh Padhi
Copywriter Agnello Dias
Photographer Amol Jadhav
Illustrator Anant Nanvare
Released September 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: TRANSASIA PAPERS
Product/Service: CONQUEROR PAPERS
Agency: TAPROOT INDIA
Date of First Appearance: Sep 9 2009 12:00AM
Entrant Company: TAPROOT INDIA, Mumbai, INDIA
Chief Creative Officer: Agnello Dias (Taproot India)
Chief Creative Officer: Santosh Padhi (Taproot India)
Executive Creative Director: Santosh Padhi (Taproot India)
Executive Creative Director: Agnello Dias (Taproot India)
Copywriter: Santosh Padhi (Taproot India)
Copywriter: Agnello Dias (Taproot India)
Art Director: Santosh Padhi (Taproot India)
designer: Santosh Padhi (Taproot India)
Illustrator: Anant Nanvare (Anant Nanvare)
Photographer: Amol Jadhav (Amol Jadhav)
Account Manager: Manan Mehta (Taproot India)
Media placement: semi permanent photo frames with actual paper craft framed in it - At printers places, ad agencies, design house etc - 09-09-2009
Describe the challenges and key objectives
The challenge was to find a bridge between the core category - allforms of base paper - and the vibrant, colourful country called India.The objective being to drive home the sheer range and variety ofpapers they have.
Describe the brief from the client
The client, makers of Conqueror Paper, and big players in the high endprint paper market had just completed 10 years in India. They wantedto take the opportunity to pay a tribute to a culture and a marketthat has supported them all these years.
Describe how you arrived at the final design
An incredible though painstaking visual illustration style that actually involved hundred of rolled up mini paper scrolls embedded on flat surface. the size and colour of each scroll created abreathtaking colourful mosaic of an iconic Indian character (1) theKathakali Dancer (2) The Royal Rajput (3) The spiritual guru.
Give some indication of how successful the outcome was in the market
Since the objective was to remind trade about Transasia Papers'Conqueror brand, the objective was achieved with a vast number ofpeople realling the communication and being aware of the brand namewhich was achieved high recall in the market once again.