Indian Aesthetics:
Brand Campaign
August 2022- October 2022
The cause I have picked for this project is dealing with negative comments. While people tend to be lax about the comments passed about a person’s appearance and character as a whole, it is necessary to look at the consequences of the same. In this project, I will be dealing with negative comments from strangers, people close to us and our own selves.
BoAt is the brand I chose for this project as it makes sense conceptually with my cause as earphones, headphones, etc work as a medium to block them out. BoAt is also an Indian brand hence it is more suitable than brands like Bose and Skullcandy. The use of Indian art styles would therefore feel more authentic. While the brand's current identity appears to be more modern and leaning toward pop culture, adding more of Indian aesthetics to it would create a good contrast in my opinion.
| Art Style: Kerala Mural |
This poster’s concept is how we face negativity from strangers. The product is placed on the main figure to overcome the negative and be at peace with himself.
| Art Style: Gond|
This poster’s concept is how we face negativity from people close to us. The product is placed on the main figure to overcome the negative and be at peace with himself.
|Art style: Miniature Painting|
This poster explores the idea of the negative thoughts we face from within ourselves. The characters in the background represent the overwhelming emotions that are considered negative such as anger, jealousy/envy and grief. The character in the foreground is
overcoming them by using the product as a means to be at peace with himself.
|Art Style: Bengal Patua|
This is the final poster and hence ties all the previous posters together. It represents the peace finally attained.
Ideation and Conceptualization:
My concept revolves around a metaphor for how people have a path in their lives where they would face hardships and negativity but often it is experienced differently by different people. The brand is shown as a medium to find peace and acceptance within, but in reality, it is the music that an individual may listen to.
