Project: “Yeh Drama Nahi Life Hai” – (January – March 2020)

Brief : Atelier Theatre, one of India’s most prestigious theatre groups who is responsible for holding one of the largest campus theatre festivals known as ACT ( Atelier Campus Theatre Festival) every year required a creative communication strategy for their twelfth season which was set to be the largest one for them so far.

Challenges:  Vitality of the brand imagery especially for a segment that has to interact with youth is key to attract them towards their communication and keeping them interested with the organization.

The first task was therefore to relook at the present brand imagery, and give it a younger and fresher look in order to be relevant with times. To be attractive towards the young audience. 

Methodology: 

We first identified the three main components of theatre:

Movement
Composition
Emotion

Visual representation for each of these were looked at inorder to arrive at the brand’s visual identity – mainly the logo unit. The unit that best represented the group’s ethos and synergy of the 3 main components was then finalized 

The next task was to move towards the communication for ACT Season 12. 

“Yeh Drama Nahi Life Hai” was born from the common parlance that was representing the ideology of all aspirants for whom “Theatre” meant everything, and also the viewers who appreciate and are patrons for the art form. To support this ideology further #BeTheAct was used as the “call to action” slogan. While this stood as the central theme of the campaign, citywise communications had to be adapted to give it a more local feel.

Campaign Elements:

Brand Identity : Repositioning of the brand’s visual elements was the first order of the day. Next we prepared the Brand Manual which was to act as the guide for understanding the brand’s visual language and usage.

We then moved onto planning for the Campaign messaging which was to be central theme for communicating across all the cities for promoting the theatre festival. Citywise collaterals developed for 7 Indian States 

We incorporated the skylines in bright colours to reflect the spirit of the city in each of the respective creatives

Campaign Reception:

ACT Season 12 was the biggest so far with a total reach of more than 300000 people across 7 Indian states. There were more than 70 performances with people engaging from cities like : New Delhi, Bangalore, Kolkata, Mumbai & Chandigarh

What we felt about this project:

Working with a non conventional client gave us the creative liberty to put our exact thoughts into the paper which is not always very linear, it gave a us a great deal of satisfaction to come up with something that is “organized disorganization” in terms of visual and meaning system and yet prove to be an impactful and ideal representative of the group and its community of followers.