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. 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. 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!
Ganesh Utsav has a special place in the heart of Punekars. So this year, to make this occasion even more special we decided to conceptualize a ‘Maha Celebration’ for our client, Sakal. This celebration would be an umbrella for a plethora of activities that would not only celebrate this festival like never before, but also bring out the essence of a ‘communal celebration’ that engages people and brings everyone together.
After a lot of deliberation, we decided to call the event ‘Bappa Morya’, a refrain that encapsulated the spirit of Ganesh Utsav. Very apt, since this is exactly what this initiative had set out to do.
Under ‘Bappa Morya’, we conceptualized a bouquet of activities each catering to various sensibilities.
We, at Setu, are happy to have played such a pivotal role right from naming this event to seamlessly executing every aspect of it. Content, Communication design, Strategy – all came together flawlessly, to realize this massive celebration. It was almost as if Bappa was watching, and giving us his blessing every step of the way!
Sakal, 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.
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.
Once 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 : http://issuu.com/setuadvertising/docs/khara_punekar_16pages