BE A PART OF THE ART

Bronze Spike
TitleBE A PART OF THE ART
ClientTOURISM CORPORATION OF GUJARAT
Product / ServiceGUJARAT TOURISM
CategoryA02. Posters
EntrantOGILVY & MATHER INDIA Mumbai, INDIA
Entrant Company OGILVY & MATHER INDIA Mumbai, INDIA
Advertising Agency OGILVY & MATHER INDIA Mumbai, INDIA

Brief Explanation

Gujarat has a wealthy blend of culture, festivals, handicrafts, cuisine and wildlife. And that exactly was the challenge - to make Gujarat a popular destination for everything it stands for.

The Brief

The task was to showcase the cultural diversity of Gujarat and woo the tourist who has infinite choices within India.

How the final design was conceived

Gujarat has so much to show, tell and share that we thought it was important to talk about it all. But how do we go beyond the communication clichés and ‘picturesque poster’ advertising that the category does? Our inspiration was from Gujarat’s very own ‘Abhala’ style – an art of intricately embroidering many small mirrors onto a fabric. In this poster, you see yourself in the centre surrounded by multiple mirrors reflecting the stunning colours and imagery of Gujarat. As you are an integral part of this art, you are immediately transported to this wonderful land.

Indication of how successful the outcome was in the market

Seeing the splendours of Gujarat ‘reflected’ in the mirrors was a visual delight for the viewers. It received much attention from the tourists and Gujarat witnessed a 97% increase in the number of arrivals.

Credits

Name Company Position
M S Sawant Ogilvy/Mather/India Artist
Vandana Mirchandani Ogilvy/Mather/India Client Servicing Director
Sameer Bhand Ogilvy/Mather/India Group Account Manager
Mithil Patel Ogilvy/Mather/India Senior Account Executive
Avadhut Hembade Ameya Digital Images Photographer
Uday Kinloskar Celebration/India Retouching Artist
Ramesh Dighe Before-After/India Retouching Artist
Jyotsna Parikh Ogilvy/Mather/India Copywriter
Adnan Inamdar Ogilvy/Mather/India Art Director
Nishigandh Dhende Ogilvy/Mather/India Art Director
Snehal Bhuvad Ogilvy/Mather/India Art Director
Abhijit Karandikar Ogilvy/Mather/India Art Director
Abhijit Karandikar Ogilvy/Mather/India Senior Creative Director
Sumanto Chattopadhyay Ogilvy/Mather/India Executive Creative Director-South Asia
Rajiv Rao Ogilvy/Mather/India National Creative Director
Abhijit Avasthi Ogilvy/Mather/India National Creative Director