The brief was to come up with a visual concept for Deepavali Festival for Hektar, to create an atmosphere of Deepavali throughout each malls through decorations, visual posting and the campaign all revolves around the celebration of Deepavali.
The first visual concept was focuses heavily on general Deepavali shopping items by highlighting products throughout creatives would encourage festive feels and spur shoppers. The second visual concept was basically a display of traditional hand and body moves that represent various emotions, backdrop of classical Indian dance and instruments adds to the festive musical elements. Each gesture, move, and instrument represents a particular history and culture.
Both visuals used an umbrella concept which means celebrations present perfect opportunity to self-reflect and recollect, reflections encourages peace with the real self, beliefs behind “Festival of lights” and “reflections” flow hand-in-hand and the beauty of reflection is that it is silent, yet fulfilling and energizing in projection.
