Monkey Wrench Communications

Durga Pooja, Nukkad Printers by Monkey Wrench, Kolkata

Advertised Brand: Nukkad Printer (An all-solutions printing hub in India)

SYNOPSIS

Durga Puja is unarguably one of the biggest carnivals in India. But above all, it is the largest festival in Bengal marking the homecoming of the Goddess Durga.

Brief: To conceptualize and execute a digital campaign in order to promote the Kolkata Nukkad Pujo Guide- a go-to guide created by Nukkad Printer Kolkata. The purpose of the guide is to help people plan a hassle-free festive programme with regard to public transport, eateries and puja sightseeing.

Challenge: Durga Puja is a grand affair that brings the entire city of Kolkata to a standstill. Almost 5,000 marquees or ‘pandals’ occupy the streets of Kolkata and each pandal attracts around 300,000 people every day during the 5-day festive period. As a result, the city witnesses a stark dearth of parking spaces. Also, because of the massive crowd, people are often clueless when it comes to selecting from amongst the many eateries and pandals in the city.

Solution: Taking cues from the mythological and traditional elements of Durga Puja, we developed a digital campaign to drive people towards the Kolkata Nukkad Pujo Guide online.

 

Media (see available options below): Digital
Advertising Agency: Monkey Wrench Communications Pvt. Ltd., Kolkata, India
Creative Director: Ashis Mridha
Art Director: Tamal Talukdar
Copywriter: Madhura Chakravarty, Suchetana Ghosh
Illustrator: Tamal Talukdar

 

Nukkad Printers by Monkey Wrench, Kolkata

CLIENT:  Nukkad Printers is Kolkata’s first all-solutions print hub located in the Kalighat area. They wanted to generate awareness about the service of ‘customized’ quality printing as provided by them.

INSIGHTS: Patachitra art had emerged in the post-independence era in Kalighat​ in Bengal​. Originally, it was called ‘Kalighat Patachitra.’ This art first started out by depicting illustrations of gods, goddesses and several deities but later chose to customize its creations and instead depict stories from domestic life, tradition, folklore & culture in Bengal in the 19th century.

SOLUTION: ​We decided to ​resurrect​ one of the oldest art forms of Bengal, ‘Patachitra’ ​that is slowly diminishing​. Nukkad Printer is not only a printing hub but is also a place that accommodates your requirements according to your needs. The challenge was to depict this quality and create awareness about Nukkad Printer as
a destination for quality customized printing​. Hence,using ​famous​ characters (from different segments such as politics, art, entertainment) who are iconic and placing them in an age-old traditional/domestic life situation, we chose to bring to life the art of customization.

Agency: Monkey Wrench Communications
Creative Director: Ashis Mridha
Art Director: Sanjib Mondal, Dorin Burh
Copywriter: Madhura Chakravarty

SHORT BIOGRAPHY OF TEAM

Madhura Chakravarty | Copywriter.
Hence, Madhura is chased by big words like imagination & dinosaurs.After a stint at Ogilvy & Mather, India, she realised she’s cut-out for a graphic design studio – a place that is disciplined to create art and further push the boundaries of copywriting by crafting content using minimal words. Madhura thinks graphic design is more of a story-teller than advertising. After working with brands like Vodafone, Greenply, ITC. Linc Pens & more, she’s currently in her fifth year of creating content that aims to sound interesting even on visiting cards.

Sanjib Mondal | Art Director.
Hence, Sanjib is often chased by something erratic called time. Armed to inspire the world with his art, Sanjib believes that advertising is an intelligent form of developing art that is meaningful. A strong proprietor of ‘honest advertising’, Sanjib is determined to churn art the is aimed to help, develop and inspire the world. After 6 long years in agencies like Law & Kenneth, Saatchi & Saatchi and Inner Circle, Sanjib believes, he is in the right profession after all.

Ashis Mridha | Creative Director.
Contract Advertising, Bates, Grey Worldwide, Capgemini – the list is endless for Ashis Mridha. Apart from cooking brilliant art with his magic, he enjoys cooking up a feast in his kitchen as well. Ashis believes that advertising is something people can only grasp if they step out of their fancy homes and air-conditioned offices and take a bus ride. The power of observation defines his excellence and insight in every piece of work.

Dorin Burh | Art Director.
Perhaps, the most aesthetically-driven person in the team, Dorin has been pre-configured at NID, Ahmedabad. She believes that art is not just created on a software but derived from perspective.
After a stint in various hot shops like Kena Design (Bengaluru), Cognito (Baroda) and Monkey Wrench (Kolkata), Dorin feels that design will always be here to disrupt a trend and create a trend. She’s currently in her 6th year of design and still believes that drawing a straight line is perhaps the most difficult task given to any art director in the world