Brief Explanation

Most Indian Consumers don't understand online yellow pages and usually avoid transacting online or dealing with business on the web. The key objective was to engage the online audience and invite them to buy / sell / spend more time with Sulekha.com online yellow in an entertaining manner. And demonstrate the length and breadth of the product portfolio available on Sulekha.com

The Brief

To simplify online yellow pages for the average Indian consumer and encourage online transactions.

How the final design was conceived

Since the core of the design is the interpretation of the computer cursor as the mythological arrow, it was imperative that we take this further with an engaging character and who else but Arjuna the Mythological Archer, known for his skills in archery. Arjuna therefore adorns the first ever handmade version of The Great Indian Yellow Pages, in a vivid demonstration that simplifies online yellow pages and encourages online transactions through the life of Arjuna in 2008 AD. Over 4320 Patta Chitras were hand crafted in the making of this design that narrates a complete online shopping experience.

Indication of how successful the outcome was in the market

The film and the website bridged Mythology with Technology to save a priceless art form and revive the thousand year old folk art of storytelling in the original visual language, featuring exotic illustrations of characters from ancient Indian Mythology, hand printed on sun dried patta leaves. The campaign resulted in over 2 million new subscriptions on Sulekha.com of people who would actively engage with the online yellow pages on a daily basis.