Concept of the Campaign
Radio is a popular medium for entertainment and news in rural India. In contrast, in urban areas, radio listeners have declined over the years due to the popularity of television. Despite this, Radio Mirchi has online music stations, such as Mirchi 90s. Thus, the concept came from the idea of reliving the 90s decade, taking you on a nostalgic journey back in time. As a means of conveying this, I used a series of tactile illustrations.
