CHAPLIN CHAPTERS

TitleCHAPLIN CHAPTERS
BrandTIMES GROUP
Product / ServiceMOVIES NOW CHAPLIN FESTIVAL
CategoryA02. Posters
EntrantBBH INDIA Mumbai, INDIA
Entrant Company:BBH INDIA Mumbai, INDIA
Design/Advertising Agency:BBH INDIA Mumbai, INDIA

Credits

Name Company Position
Russell Barrett BBH India Managing Partner
Ajmal Giyasoddin Mohammad BBH India Art Director
Rajshekhar Patil BBH India Copy Writer
Yousuf Rangoonwala BBH India Planner
Abhishek Razdan BBH India Business Head
Anirban Mukherjee BBH India Brand Partner
Nafisa Alvares BBH India Brand Partner
Vishal Wadhwani BBH India Brand Associate

Brief Explanation

The challenge was that each Chaplin film had a different plot. While most people loved Chaplin and his antics, they hardly knew the names of any of his films. We had to design something iconic yet flexible enough to work for each movie, across different media.

The Brief

Movies Now, India's fastest growing English movie channel was screening the best of Charlie Chaplin films as a tribute to the master of silent era comedy. We were briefed to not only create an identity for the festival, but also draw a large viewership for the 4 films that would be screened in the intensely competitive satellite TV market.

How the final design was conceived

The solution was a logo inspired by Chaplin's iconic bowler hat and moustache. We then re-created the logo across various media making it the DNA of the festival. We made posters and press ads for each film to reflect its plot. We extended the graphic across e-mailers, invitations and an animated promo that was aired on Movies Now. The look for the campaign was inspired by post WWI minimalism. To arrive at the grainy b&w look, we photocopied the original multiple times.

Indication of how successful the outcome was in the market

Modern Times became the most watched movie amongst all English channels in the week of its screening. Circus, The Great Dictator and City Lights featured amongst the three most watched movies in the week of their screening amongst all channels. This greatly consolidated Movies Now's position in the intensely competitive Indian market. So not only did we enjoy paying tribute to the man who showed the entire world the value of humour, we were also successful in helping our client gain some much needed business.