SAVE CALLIGRAPHY

TitleSAVE CALLIGRAPHY
ClientQALAMKARI CREATIVE CALLIGRAPHY TRUST
Product / ServiceQALAM-AATMA CALLIGRAPHY FESTIVAL
CategoryA10. Typography
EntrantOGILVY & MATHER INDIA Gurgaon, INDIA
Entrant Company OGILVY & MATHER INDIA Gurgaon, INDIA
Advertising Agency OGILVY & MATHER INDIA Gurgaon, INDIA

Brief Explanation

Our tasks were a) to sensitize the art fraternity and enthusiasts that calligraphy is on the verge of extinction b) To invite people to Qalam Aatma Calligraphy Festival.

The Brief

Qalamkaari Creative Calligraphy Trust works for the revival of calligraphy. They organise international calligraphy exhibitions and conduct workshops to create awareness about this dying art form. The brief was to create excitement about calligraphy among contemporary art enthusiasts.

How the final design was conceived

The creative rendition draws an analogy between endangered animals and calligraphy. We used popular couplets in three different languages: Malayalam, Urdu and Oriya. The couplets were in praise of the respective scripts.

Indication of how successful the outcome was in the market

The exhibition and workshops were a big success. 21 artists exhibited their work in 15 different languages. The turnout at the workshops was really good. There were more than 25-30 participants for every workshop. Media and the art fraternity also came in support of the cause.

Credits

Name Company Position
Srikant Behera Ogilvy And Mather India Calligrapher
Nasheet Shadani Ogilvy And Mather India Calligrapher
Mushtaq Ahmad Freelancer Calligrapher
Ajay Gahlaut/Riazat Ullah Khan/Nasheet Shadani Ogilvy And Mather India Copywriters
Nasheet Shadani Ogilvy And Mather India Art Director
Preeti Koul Chaudhry Ogilvy And Mather India Creative Director
Ajay Gahlaut Ogilvy And Mather India Executive Creative Director