Vodafone Design & Branding A STAGE WHERE ART MEETS ART by Ogilvy & Mather Gurgaon

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A STAGE WHERE ART MEETS ART

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Industry Mobile Communications
Media Design & Branding
Market India
Agency Ogilvy & Mather Gurgaon
Associate Creative Director Preeti Koul Chaudhry
Executive Creative Director Ajay Gahlaut
Art Director Preeti Koul Chaudhry
Copywriter Umesh Grover
Illustrator Nasheet Shadani Ltd.
Released February 2011

Credits & Description

Category: Illustration
Advertiser: VODAFONE ESSAR
Product/Service: MOBILE SERVICES
Agency: OGILVY & MATHER
Date of First Appearance: Feb 1 2011
Entrant Company: OGILVY & MATHER, Gurgaon, INDIA
National Creative Director: Rajiv Rao (Ogilvy & Mather, Gurgaon)
Executive Creative Director: Ajay Gahlaut (Ogilvy & Mather, Gurgaon)
Associate Creative Director: Preeti Koul Chaudhry (Ogilvy & Mather, Gurgaon)
Art Director: Preeti Koul Chaudhry (Ogilvy & Mather, Gurgaon)
Art Director: Nasheet Shadani (Ogilvy & Mather, Gurgaon)
Illustrator: Nasheet Shadani (Ogilvy & Mather, Gurgaon)
Copywriter: Umesh Grover (Ogilvy & Mather, Gurgaon)
Media placement: Poster - Delhi & NCR - 01 February 2011

Describe the brief from the client
SurajKund Mela is India’s foremost arts and crafts fair where artists, painters, weavers, sculptors and craftsmen from all over India exhibit their creations. The people it attracts are also lovers of creativity. This fair records 50,000 footfalls every day for 15 days. By sponsoring this carnival, Vodafone saw an excellent window to reach such a large consumer base. Thus, a campaign was required to invite people on behalf of Vodafone in a way that reflected what SurajKund Mela is all about.

Describe the challenges and key objectives
SurajKund Mela is where the best of the country’s arts and crafts are on display. To bring out this fusion of different art forms under one roof was the biggest challenge. A unique way of showcasing this idea through traditional art forms needed to be devised.

Describe how you arrived at the final design
SurajKund Mela is a platform for artisans across the country. Call it, ‘Kala Ka Sangam’ or a ‘Confluence of Art Forms’. In a way, a stage was shown, literally, to display how different artists and performers from various states and villages come together. Like a Kathakali dancer from Kerala meets a puppet from Rajasthan or a Kuchipudi dancer from Andhra Pradesh meets a potter from Madhya Pradesh. The design inspiration came from a traditional art form of India – Paper Puppets, and the colours were rich and truly Indian. Not only are they endearing to look at but also went well with the theme of what the SurajKund Mela is all about.

Give some indication of how successful the outcome was in the market
These paper puppets were also on display at the fair. Visitors took them as collectibles and as fond memories of the carnival. This exercise strengthened Vodafone’s association with Indian culture even further.