Client – Star India Pvt Ltd.
Year 2013
Creatives – Identity, Logo Animation, Pre and post-launch Promotional Campaign
Star Plus was launching the highly anticipated mythological series ‘Mahabharat’, and wanted to roll out an extended campaign to build excitement among viewers.
We were called to develop the Logo, and design and direct a phase-wise launch campaign comprised of Teasers, Promos, Countdowns, Disruptive Bugs and more that were telecast over a period of 6 months.
The challenge here was to view the much loved, enigmatic story of the epic through a new lens. Most of India’s
populace knew the epic, with varying degrees of knowledge, and many had seen a superb adaption of the epic in the late 80s, which had set an indelible benchmark. How does one create curiosity for an age-old story so familiar and revered.
We proposed a provocative, yet respectful perspective on a contemporary and mature, visual canvas that would appeal to both young and old audiences.
Based on the iconic characters of the story, revealing lesser-known
aspects, unravelling the epic’s depth and complexity, we created a
set of unconventional portraits to involve audience.
The result was a conceptually solid, emotionally evocative and visually rich campaign that garnered unprecedented opening ratings, the best in the previous 5 years for a fiction show on Star Plus.
