Agency : Taproot India
Celebrating a decade in the the land of a million hues.
To show the completely natural action of Sat-Isabgol Laxative in a refreshing, memorable manner.
Advertising Agency: Publicis India
National Creative Director: Emmanuel Upputuru
Creative Directors: Vivek Nayyar, Vinay Kumari
Art Director: Siddesh Telang
Copywriter: Tejas Ravindranath
Illustrator: Vivek V. Khandgaonkar
Advertising Agency: Network Advertising, Mumbai, India
Art Director: Prachi More
Copywriter: Munaf Sheikh
Advertised brand: Slum Children Education Programme/ HOPE worldwide INDIA
Advert title(s): Old is the New New
Category: Guerrilla Marketing
Advertising Agency (Name, City, Country): Dentsu Marcom Pvt Ltd, Gurgaon, India
Executive Creative Director: Nitin Suri
Assocaite Creative Director / Art Director: Dalip Singh
Copywriter: Robin Thomas, Dalip Singh
Photographer: Hardesh Dhingra, Anil Chawla, Dalip Singh
Inspire people to donate old books for ‘Slum Children Education Programme’.
Our idea was based on a simple thought that “An old book is new to people who haven’t read it”. To execute the idea, we gathered several old books and packaged them exactly like new ones. Wrapped in transparent plastic sheets, the books were placed among the new books in about 50 popular book shops in Delhi, India. On stumbling upon the old books every reader was greeted with an inspiring message that urged him to donate his old books. The response was delightful. Hundreds felt touched and registered. The idea acted as a trigger, readers who could see the difference, could make a difference.
THE MESSAGE ON THE STICKER READ :
FOR MANY, YOUR OLD BOOK IS AS GOOD AS NEW.
DONATE AN OLD BOOK TODAY.
A photographer by serendipity, happy accident. Bought a second hand camera in 1977 it had a mission and a destiny for me like a magic talisman, no one would have predicted, least of all me that I would change my profession for the third time with it.
Why are you a photographer?
I wish I could answer that, some people have profound answers, I dont think I chose it, it chose me. I sort of like being led by my nose, well……..err……let my wife not hear that.
Do you remember any decisive moment when you felt ‘I want to be a photographer’?
No there was no Road to Damascus or some bolt of lightening, sorry I know its boring, its just one of those things, after a few years of making photographs, I looked back and said – gee, I must be a photographer, because I am not gardening, or in an office or whatever. Its always by ‘default’.
It’s only been a few months since lettering artist and illustrator Laura Worthington made her successful MyFonts debut with Recherche, and already we have a lovely follow-up in Origins. Origins is a semi-connected calligraphic font with a confident, regular flow. Based on hand-lettering with a Crow Quill pen on parchment paper, it has natural, rough outlines that contribute to its subtly antiquated look and feel. Origins features gracious ascenders and descenders for an elegant and somewhat formal look. With 140 alternate characters and ornaments, the font is a versatile toolkit to create unique headlines, titling, invitations, branding and more.
For a collection of similarly styled, hand-lettered catchphrases, check out Worthington’s Greeting Cards font.