Well, here is what you can hope to ďŹ nd inside. Designs: laced with colors, backed by sound ideas and driven by intuition.
Hope you have a pleasant experience going through my work.
YEAR: 2014 MEDIUM: Digital printing
DESCRIPTION: There exist two kinds of names: one conferred on an individual after birth and one received from peers based on peculiar behavioral traits. Indians have a deep fascination for the second kind. Over a period of years, Indians have developed a special set of lingo to serve the purpose. Most of these coined words have now become an integral part of our language and culture. I have presented a few of these typical Indian words in a style that is also typically Indian.
jhakaas (>dkl) pheku (Qsdw) vell
attu (QV~Vw) filmi (fQYeh) rotlu (jksr
pkoo (fpidw) faltu (Qkyrw) padhak
kkan (<Ddu) tapori (Viksjh) chindh
andu (ikaMw) maamu (ekew) sukdi (l
Popular Indian lingo
la (osYyk) majnu (etuw) pandu (ikaM
ryw) thakela (Fkdsyk) shaana (â&#x20AC;&#x2122;kk. ku (i<kdw) keeda (dhMk) atrangi (v hi (fpa/kha) pakav (idko) dedhfut (n lwdMh) bhukkaad (HkwDdM) fattu (Q
Popular Indian lingo
filmi (fQYeh)
meaning : a person highly obsessed with bollywood movies
Filmi : The Bollywood movie fan
Font inspired from serif style fonts used in vintage bollywood posters The basic symbol associated with movies
3D text style was used to show excitement, energy and instantly grab attention
Filmi : The Bollywood movie fan
padhaku (i<kdw) meaning : a person whose favourite past time is studying
Padhaku : The book worm
Font inspired from old Indian school books The basic symbol associated with studies
Holding unit inspired from dog ears in books
Padhaku : The book worm
majnu (etuw) meaning : a person who keeps falling in love all the time
Majnu : The lover
Font inspired from titles of epic bollywood romantic movies The basic symbol associated with love
The Majnu is always pictured with a rose
Majnu : The lover
bhukkad (HkwDdM) meaning : a person who can keep eating throughout the day
Bhukkad : The food hogger
Tight font spacing inspired from vintage Indian food packaging The basic symbol associated with food
Bhukkads are perceived to be obese, hence the thick bold font
Bhukkad : The food hogger
Filmi (top) and Majnu (bottom)
Padhaku (top) and Bhukkad (bottom)
YEAR 2013 MEDIUM: Digital printing
DESCRIPTION: ‘This That’ is a company that sells educational yet fun toys and games for pre-teens through major retail chains including Landmark, Reliance TimeOut and Hamleys. My study gave me new insights into the variable temperament of children. They can be opinionated yet fickle minded - all at the same time. I picked on this interesting aspect and its outcome was the lively, colourful, fun and playful brand ‘This That’. The brand provides kids with a platter of choices that excites and tempts them. What would the child rather be: smart or cool? Does he/she enjoy playing games with the family or friends? Does the child want the games to be fun or educational? Well with 'This That' they can have it all!!
I WANT BOTH, THIS & THAT. I CAN’T CHOOSE ONE.
THE MOVIE FIRST OR... THE BOOK?
tHIS ONE....??? OR..... THAT ONE....???
An insight into the temperamental nature of kids
Fun, lively, colorful and playful
Different combinations with ‘this’ and ‘that’
Different combinations with ‘this’ and ‘that’
Different combinations with ‘this’ and ‘that’
Promotional ad for the brand
Promotional ad
for the brand
Promotional ad for the brand
Promotional ads for the brand
Product
branding
Gift bags
and tag
Product
branding
YEAR: 2014 MEDIUM: Digital printing DIMENSION: 8.5* 6 inches CLIENT: Lifebuoy (Unilever)
DESCRIPTION: Hygiene is one of the most pressing issues faced by India today. Lifebuoy, one of Unilever's oldest brands, has been pivotal in changing the hygiene habits of millions of Indians. Lifebuoy decided to launch a book to raise awareness about germs. Titled, 'The Germ Book', the book provides information about various kinds of germs and diseases caused by these germs. It also enlists necessary precautions to avoid them. Most people ďŹ nd the study of germs highly uninteresting and pay very little attention to this crucial subject. I wanted to change this popular perception. To do so, it was necessary to infuse a little fun and color to the world of germs. The Germ book consists of germ characters and colorful visuals that engage the reader, coaxing him to read further.
The Central Idea
Cover page for ‘The Germ Book’
Section divider page
Selected spreads from the book
Selected spread
from the book
Selected spread from the book
Selected spread from the book
YEAR: 2013 MEDIUM: Digital printing Photography
DESCRIPTION: Domestic violence is one of the most prevalent, but silent, crimes in India. The forms and issues concerning it differ with different demographic groups. I studied two groups: literate urban women and illiterate rural women. Domestic abuse can be further categorized as physical and emotional abuse. I learned that literate urban women are more prone to emotional abuse than physical abuse. However, a majority of the victims are unaware that emotional abuse is also a form of domestic abuse. Hence, they do little to change their situation. I felt raising an awareness about emotional abuse was one of the essential steps in curtailment of domestic abuse. I developed a series of posters using basic everyday objects that would be easily understood by all urban women irrespective of their levels of education.
DOMESTIC FORMS
Physical abuse
Direct • Unwanted contact • Marital rape • Murder • Grabbing/slapping
Emotional abuse
Indirect • Throwing objects • Abusing dependants • Destroying possessions • Verbal abuse • Neglect of health problems
• Continuous taunting • Public humiliation • Curtailment of rights and freedom • Confining within house • Controlling movements and finances
Information about do
VIOLENCE CAUSES • More income of working woman than spouse • Absence in house till late night • Neglecting in-laws / children • Alcoholism of spouse • Not cooking properly or on time • Suspicion of extra marital affair • Refusing to have sex • Dissatisfaction with dowry • Desire for male child
omestic violence in India
EFFECTS • Agony, emotional disturbance • Trauma, depression • Suicide • Inefficiency at work • Health deterioration • Become involved in forceful trafficking or pornography • Drug addiction • Psychological effect on children or they reciprocate the same behavior in their own lives
Social pressure/ natal pressure
Pressure to maintain a certain social status
Fear of leaving is more than fear of staying
Fear of public humiliation/ low self esteem
Many of them are employed but in most cases their pay is not controlled by them
LITERATE URBAN WOMEN
Unaware/ unwilling to accept that any form of violence is being inflicted on them.
No family or peer support
Consumeriststry to avoid fights by material consumption
Fear of being single and societal outlook towards such women stigmatizes them
Though educated, unaware of various support systems
Studying the issue for a specific demographic group
AWARENESS IS THE FIRST STEP TO FIGHT DOMESTIC VIOLENCE • Most literate urban women are not aware that emotional abuse is also a form of domestic violence. • It is important to raise that awareness in order to fight domestic abuse.
Identifying the specific problem area
Concept
sketches
Concept
sketches
Shortlisted concept
One of the posters in the campaign
YEAR: 2013 MEDIUM: Digital printing Photography
DESCRIPTION: In his very popular quote, Robert Frost says, “In three words I can sum up everything I’ve learned about life: it goes on”. If I had to sum up whatever I have seen of life, I would say: “Life is a simple and complex journey. No two men travelling the same path have a like journey and yet there is always something alike about their journey”. It is this latter part of the journey that I have tried to capture through a combination of photographs and the written word.
The warmth and
comfort of home
Walking into the horizon
Travel Tale
Pillow
power
YEAR: 2014 MEDIUM: Digital printing Ink on paper
DESCRIPTION: The human mind is an unsolved mystery. It is predictable in its unpredictability. The brain can create an emotion of long lasting love for one human being and utter hatred for another. It can be calm and composed one moment and highly confused at the next. I ďŹ nd this behavior similar to strokes of calligraphy. A few smooth strokes can produce forms that seem aggressive, while a few broken strokes can produce pleasant forms. I tried combining the two by depicting human emotions with the help of calligraphic forms against a water color background.
Exploration of random calligraphic forms using ink on paper Exploration of rando
om calligraphic forms
Exploration of random calligraphic forms using ink on paper
Selection of a few
interesting forms
Lo
ove
Peace
Confusion
Rev
venge
YEAR: 2014 MEDIUM: Digital printing
DESCRIPTION: We wish each other on the ďŹ rst day of the new year and think of the future in a hopeful manner. Similarly, at the end of each year, we look back and think of the days that brought us happiness, the days that taught us lessons, the days that did not make any sense and the fragmented incidents that all added up in the end. 365 days of a year is a set of typographic compositions, reďŹ&#x201A;ecting these thoughts.
5
365 5563 63 3365 65 563 365
5
5
not everyday makes sense
JANUARY â&#x20AC;&#x2DC;14
S M T W T
29 05 12 19 26
30 06 13 20 27
31 07 14 21 28
01 08 15 22 29
02 09 16 23 30
F
03 10 17 24 31
S
04 11 18 25 01
5
653653655563 365563 63 563365 563 563 563 365 563 365 65 365 365 365 563 365365 563563 365 563 365563 563 365563 365 563 365 563 563365365563563563365563 365 563365 365365 365 563 365 563 563365365563563563365563 365 563365 365 563 365365 563563 365 563 563365563563365 563 365 653653655563 365563 63 563365 563 563 563 365 563 365 65 365563 365 365563 65 563 365 365 563 365563 36 65563 563 5633653653365 365
365 563 365 56 63 365563 563365563 365 563365 36 56 563 365 365 563 56 56 563 365 365 563 56 365 563 365 56 63 365563 563365563 365 563365 36 365
365
365
Making sense of the days
365
It takes a while to join the dots
APRIL â&#x20AC;&#x2DC;14
S M T W T
31 07 14 21 28
01 08 15 22 29
02 09 16 23 30
03 10 17 24 01
04 11 18 25 02
F
05 12 19 26 03
S
06 13 20 27 04
DAYS, THEY ALL ADD UP
SEPTEMBER ‘14
S M T W T
31 07 14 21 28
01 08 15 22 29
02 09 16 23 30
03 10 17 24 01
04 11 18 25 02
F
05 12 19 26 03
S
06 13 20 27 04
Interconnected days
JULY ‘14
S M T W T
29 06 13 20 27
30 07 14 21 28
01 08 15 22 29
02 09 16 23 30
03 10 17 24 31
F
04 11 18 25 01
S
05 12 19 26 02
YEAR: 2014 MEDIUM: Digital printing DIMENSIONS: A4
DESCRIPTION: A land of vibrant color A land with allure A land of the gods A land of different peas in a pod A land of creative ďŹ&#x201A;air A land of the mountains bare A land of the deserts dry A land of the seas clear as the sky An unconventional tourist brochure for an unconventional country.
Front side of the brochure
Inner side of the brochure
Back side of
f the brochure
YEAR: 2013 MEDIUM: Digital printing Photography
DESCRIPTION: I believe it is often the little things in life that make it worth living. Those little things come in all sorts of forms and packages. Sometimes happiness greets you in the form of a breath taking sight that you had least expected to see. Sometimes a small sign of hope pleasantly surprises you when times seem bleak and rocky. Sometimes color can do more wonders than you possibly imagined. I created a set of posters that remind us of these small little things that we seem to overlook. They are reminiscent of the fact that happiness is just around the corner.
Hope in
the rocks
Color in dullness
Pure unexpected awe
YEAR: 2013 MEDIUM: Digital printing
DESCRIPTION: Kalanjali is an Indian apparel boutique in Pune, offering a unique fusion of ethnic and contemporary design at an affordable price. Drawing inspiration from the fascinating Indian textile patterns, I created a ďŹ&#x201A;oral motif identity for the brand. The motifs on most Indian textiles are beautifully tessellated. Likewise, I created a pattern by tessellating the identity.
SAPNAâ&#x20AC;&#x2122; S
Reverse single color identity
SAPNAâ&#x20AC;&#x2122; S
The identity
Statione
ery design
YEAR: 2014 MEDIUM: Ink on paper DIMENSIONS: A3
DESCRIPTION: Boys are known for their fascination with cars and bikes. Due to popular media, there has been an addition to this list. Boys are now sweating it out to get the perfect set of six pack abs. I tried to ďŹ nd a way to make the two work together. I created a tire tread pattern with motifs inspired from the gym, exhibiting the quality of strength.
Symbols pertaining to the gym
Tire tread pattern inspired from the symbols
YEAR: 2013 MEDIUM: Digital printing
DESCRIPTION: As part of a classroom project, I worked on a campaign for TVS Scooty-Pep, an Indian automobile brand that targets young women in the age group of 18-30. The campaign, ‘ Don't be just normal’, was launched to promote the Scooty-Pep+ limited period offer of customised bikes. The campaign encourages girls to step out, speak their mind and flaunt their style with their customised scooters.
Promotional ad for the campaign
Promotional ad for the campaign
Promotional ad for the campaign
Contest
form
Bag
tags
Hope you enjoyed this little sneak peek into my world.