Product / ServicePLAYING CARDS
CategoryA03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
EntrantJWT Gurgaon, INDIA
Entrant Company:JWT Gurgaon, INDIA
Design/Advertising Agency:JWT Gurgaon, INDIA

Brief Explanation

Being a start-up, budgets were obviously very limited. As traditional media would be too expensive, whatever we did would have to be something that gets liked, shared, blogged and tweeted about extensively to get popular.

The Brief

Cocaine, a start-up, lifestyle company, wanted to do something that will make it famous. And they wanted to use the Indian festival of Diwali - a time traditionally associated with celebrating with friends and family.

How the final design was conceived

A tradition associated with Diwali is the playing of cards. So for a month before and after the festival; friendly, low-stake gambling is legitimized and encouraged across the country. We concentrated on a much ignored, but vital part of card playing - the playing cards itself. In a market crowded with boring designs, we decided to introduce a pack of cards designed by fabulously talented, upcoming artists from across the world. 54 artists were chosen, and each was given one card to design. The result - an incredible set that works both as playing cards and a work of art.

Indication of how successful the outcome was in the market

The '54 project' playing cards are a certified hit. It is still early days, but the pre-booking was sold out within 3 days. Cocaine has also received numerous offers from retail outlets to sell the cards on ground. As Diwali approaches, the demand can only get better.


Name Company Position
Bobby Pawar JWT Chief Creative Officer
Swati Bhattacharya JWT National Creative Officer
Priti Kapur JWT Executive Creative Director
Kishaloy Basu JWT Head Of Art And Vice President
Kunel Gaur JWT Creative Director
Sayantan Choudhury JWT Creative Director
Prantik Dutta JWT Production Head
Nutan Sooda JWT Account Director
All the participating artists visit www.54project.thecocaine.co