Brief Explanation

So IS IT POSSIBLE TO MAKE THE ICONIC LOOK FAMILIAR? AND STILL BE ICONIC? The refrain came from the heartland of the Indian cultural pot pourri. The oldest civilization in the world had hidden deep in its bosom some of the oldest surviving traditional art forms. Still practised by artisans who had been orally handed down secret lessons that derived their beauty from the primal instinct for survival and celebration.

The Brief

Rolling Stone. The unattainable, unstoppable bible of music journalism was coming to India. 'THE' Rolling Stone... which sold at a rockstar's ransom on the bohemian side of Mumbai's decadent footpaths would now be available in spanking new togs, smelling of rock, metal and newsprint. And it would have Indian content as well. A karmic fusion of Ragas and Blues (R&B?) that would transport a billion potential headbangers into instant nirvana land.

How the final design was conceived

Four of these, BATIK, KANTHA, MADHUBANI & ZARDOZI were chosen to recast four iconic Rolling Stone covers in their new likeness. Gnarled hands and weather beaten eyes tenderly worked their centuries-old magic on cover designs that had becomefolklore in modern iconography. And slowly a familiar sight opened behind new doors. Rolling Stone opened its soul to India.

Indication of how successful the outcome was in the market

The posters were displayed at popular night clubs like Zenzi and Hard Rock Cafe during the nation-wide launch of the magazine. The first issue sold more than 40,000 copies and the iconic magazine continues to win the hearts of Indian music lovers till date.