The kites came back – super-sized!

It was wonderful to see our idea come to life last year, and it was even better to see it turn into a bigger, better phenomenon this year. As always, it was crazy hectic working on it. The entire office was struck by ‘kite-fever’, with everyone throwing around ideas and suggestions. All our efforts paid off, though, and we were thrilled to take the International Super Kite Festival to two cities – Goa and Pune. Print The Goa edition was held at Miramar beach on 24th January, while the Pune edition took place on Republic Day (like last year) at Moshi. Along with the Super Kites, food, games and a generous sprinkling of celebrities at both events truly brought out a ‘carnival-like’ atmosphere. IMG_0422   IMG_0400 IMG_0405 IMG_0407 The excitement level was higher because, this year, there were 41 international flyers from 18 countries at the event – that’s almost double the number from last year. And we intend to keep the excitement levels rising for years to come!

Setu begins its New Year by asking “Are you a true Punekar?”

FInal DSC_0084_3finalSakal, Pune’s most read Marathi publication, celebrates its Pune Edition Anniversary on the 1st of January every year. Being deep rooted with Pune and its values, Sakal had thus become an integral part of the life of Punekars. Advertisers and organizations commemorate this day by offering Pune centric advertisements to Sakal in large numbers. The content of this particular edition mainly talks about the growth and evolution of Pune as a city and this has been carried forward as a traditional practice, every year.

Although, this year, we decided to take a leap. Setu Advertising devised a strategy to generate engaging content for new and young Punekars, positioning Sakal as ‘Khara Punekar’ (True Puneite). An attempt at ensuring interactive activity for every family in Pune, “Khara Punekar” also aimed to update their knowledge about various important aspects of the city.

A set of approximately 150 questions were filtered, which went on to make the 16 page print feature covering segments such as History, Food, Infrastructure, Education and more. The assortment of questions was thoroughly maintained by incorporating the Past – The Present and The Future of Pune city. Image

Although the concept was definite, the design had to be equally engaging and appealing. Setu took charge of designing this feature. In order to make this feature more interesting, creative framing of the questions, appropriate graphics and attractive yet informative photographs were used.




ImageOnce through with Conceptualizing and Designing of this idea, we moved to the Promotion. Keeping in mind the core idea of this project, we adhered to the pure dialect of Punekars andtheir iconic style of communication. The same aggression, sarcasm and humour was maintained while writing the introduction of the 16 page feature.

So, at the onset of the New Year, Setu effectively imparted the essence of ‘Khara Punekar’ into every Puneite. Thus helping them take a step towards being one.


Click here to view the 16 pages feature :

I have designs on you.

Furniture. This phenomenon for Setu in the past was quite an interesting one. Previously, the creative team at Setu had a ball-of-a-time to work on one such Furniture brand. As we never fall short of excitement and adventurous brainstorming sessions, once again came a ‘brand’ that set a challenge ahead of us. Indoor Designer Furniture by Achalare.

We needed to define the positioning of the brand, an identity had to be created that could withstand completion with élan and attitude. Thus, after a few sessions (on the brand and it’s requirements) the Setu Creative Team, came to a conclusion that proved effective after all.

The target segment was the Super-Premium / elite class of Furniture buyers. Ones who opt for glass, wood and metal as decor choices. They go for furniture that compliments their lifestyle the best and speaks volume about their personalities. And we offered them Lifestyle (not just furniture).



Talking about the identity creation…

The aim behind crafting the logo for Indoor was to create a remarkably striking logo that stands out amongst its competition. The design technique used was to make it easily differentiable from the crowd. With regards to the colour scheme, the sole motive was to use the colours apart from the commonly used shades. And so, we settled on the bright ‘orange’ and graceful ‘white’ (The kind that will flash on an instant recall).

Communication was a bit tricky to decide on, as we did not want to sound like every other furniture brand. The target audience is the crème de la crème of the society & we decided to position INDOOR as a Furniture Brand and not ‘a showroom’ like the rest. So, we strategically portrayed ‘Lifestyle’ in our communication and stayed away from ‘only furniture’ visuals.

As for the name, it speaks volumes. The word designer explains the ‘customization’ idea of Indoor. You fix on your designs and Indoor masters it for you.