Campaign: Promotion For Cyberhub DESIGN THESIS SUBMITTED TO SCHOOL OF DESIGN DOON UNIVERSITY, DEHRADUN IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF
BACHELORS IN DESIGN BY
DEEPTI JUYAL
DESIGN DEPARTMENT SCHOOL OF DESIGN
DOON UNIVERSITY 2015-2019
Declaration
I declare that the work presented in the Design Thesis entitled ‘Campaign: Promotion for Cyberhub’ being submitted to the School of Design, Doon University, Dehradun for the award of Bachelor in Design is my original project work. The Design Thesis embodies the results of research, ideation and project execution carried out by me. I have neither plagiarized any part of the dissertation nor have submitted same work for the award of any other degree/diploma anywhere.
----------------------------------------(Signature) ----------------------------------------(Name of student)
Certificate
This is to certify that the Design Thesis entitled “Campaign: Promotion for Cyberhub� submitted by Deepti Juyal has been done under my supervision. It is also certified that the work in this Dissertation embodies original designs and hard work of the candidate. The assistance and support received during the course of investigation and all the sources of literature have been fully acknowledged.
(Name and signature) Academic Supervisor/Guide
(Name and signature) Industry Sponsor/Guide
(Name and signature) Head of Department
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“The loftfire the building, the deeper must the foundation laid.� - Thomas Kempis
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Acknowledgements This document is a consolidation of my learnings of the four years of education, I have received at the Doon University, Dehradun, India. All those people who taught me and helped me grow in these 4 years made my foundation of design education strong. I take this opportunity to thank my course faculties and numerous people who escorted me. The most sincere and hearfelt thank you towards my guide Mrs. Dhriti Dhaundiyal, for guiding me throughout the project with her valuable inputs, time-to-time feedbacks and answering my silly questions. I thank Amit Shankar, Rohit Kelusker, Sandeep Nandi, Ashish Joshi for taking the module of Copywriting, Typography, Digital Design, Videography respectively that inspired me to do my Graduation Project in the respected feilds.
I extend my gratitude to all visiting faculties who have inspired us and opened our eyes to fresher perspective. The Internship opportunity I had with Mixed Route Juice, Delhi was an enriching experience. I am greatful for having a chance to meet such wonderful people. Bearing this in mind, I would like to express my deepest gratitude to Mrs. Amrita, Sayak, Dennis, Nitin, Sunil, Mansi, Akshita, Sukhjeet, Sagnik, Noel who helped in many ways during my course of Internship.
I also acknowledge with deep sense of reverence, my gratitude towards my parents and my siblings who have always supported me morally as well as economically. I could not have done it without them. I would like to thank my house mates in Delhi for their warmth, support and company. Lastly, I would like to thank printers at Sharda Graphics, for bringing this document to life.
A big thanks to all my batchmates, juniors at Doon University for making my time worthwhile and for always inspiring me to be a better version of myself. I consider it a privilege to have learn and lived with some of the most creative and extraordinary minds.
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Preface India is the world’s second most populous nation. Over a billion people live within its borders, making it second in size only to China. It is a land where the old and the new, the traditional and the modern, and the local and the international coexist—sometimes comfortably, sometimes not. In managing brands and targeting consumers, advertising must understand and contend with the social and cultural diversity of India. Thus, if advertising is to reflect society, the question in India becomes: Which India to reflect? The contrast between what is manufactured at home (and thus, Indian) and what is imported, touches the very heart of Indian national identity.
Today Indian advertising has the enormous job of speaking to one of the world’s most diverse populations. English is the only common language throughout all of India, but it is unknown in many sectors of the population. Television, radio, and newspapers rely on more than two dozen languages, thus limiting the communicative reach of many advertisements to certain geographic regions or some sectors of society. When addressing India’s elite, advertising uses English.
I began with observing consumer lifestyle aspirations to identify the key aspects that eventually governed the design decisions. Main focus of the project is to increase the awareness of the human element of Cyberhub amongst the people of Gurgaon through different platforms. This is the essence of what kept me inspired throughout the journey.
Now, there are successful homegrown agencies that tend to focus more on locally produced brands and advertising aimed at regional populations. Thus, when the opportunity came to do the campaign on promoting the Cyberhub through different platforms.
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What’s Inside? INTRODUCTION
DELIVERABLE: 1
DELIVERABLE: 3
About Doon University About The Department About The Sponsor About The Project Survey through questionaire About Brief
Comic Con India Video-Production Production Post- production Instagram Feed
Train Wrap Design: Steps of Wrap Design in real world Ideation 1 Ideation 2
DELIVERABLE: 2
DELIVERABLE: 4
Social Media Posts: Steps I followed Explorations
Tattoo Design: Steps I followed Explorations
METHODOLOGY Research: DLF Cybercity Cyberhub Competitor
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TIMELINE 8th Jan,2019
Stage:1
6 weeks Research Brief brainstorm Feild visit Photography Observation
Stage:2
4 weeks Deliverables Target audiences Consumer lifestyle Case studies
Stage:3
4 weeks Visual Design Explorations on each deliverable Feedbacks
Stage:4
4 weeks Design Modifications Documentation Test prints Final Modification
8th May,2019
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INTRODUCTION
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ABOUT DOON UNIVERSITY
Fig.1 Birds eye evening view of Doon University. The Doon University, located in the lush green foothills of Shivalik, is dedicated to promoting excellence in teaching and research while offering a full range of multi-disciplinary academic programmes at the undergraduate, postgraduate and doctoral level. A unitary and residential university located on the outskirt of the city, it has a scenic campus with a state-of-art
infrastructure, stunning architecture and a soothing environment.
Vision and Mission of Doon University
Aiming at creating an autonomous and accountable institution of higher learning, the university was established by the Government of Uttarakhand by Doon University Act, 2005 (Uttaranchal Adhiniyam Sankhaya 18 of 2005) and recognized under 12 (B) of UGC Act.
In accordance with the provision in Section 5(1) of the Act, the Doon University envisions itself as a Centre of Excellence and set high standards for creation and dissemination of knowledge through teaching and research in the chosen areas of studies, both in India and around the world.
The spirit of the Act is to create an autonomous and accountable institution of higher learning. Accordingly, the university intends to impart socially and economically relevant education. It also aims to provide lead in frontier areas of research and pedagogy. Having a huge and challenging mandate, the university started its first academic session in August 2009 and has stood up to the challenges during such a relatively short period of time.
The courses offered are:1. School of Environment and Natural Resorces. 2. School of Media and Communication Studies. 3. School of Languages 4. School of Management 5. School of Technology 6. School of Social Sciences
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Fig.2 Facade of Doon University.
pic courtesy: Dishant Jaiswal, Student of Mass Communication
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ABOUT THE DEPARTMENT
Fig.3 School of Design Building, Doon University.
The School of Design at Doon University offers Bachelor in Design degree. The School offers a four year program consisting of eight semesters. The teaching pedagogy lays emphasis on creative thinking and a critical analysis of the product, and has a hands-on approach to shape it.
The focus is on nurturing the creative aptitude in each student and develop their ability to evolve in the process of problem solving. The emphasis at school is given to design education in relation to our eco-system and society that we live in as well as the environment, which we need to preserve. Aim is to turn out design graduates, who are ‘industry-ready ‘ and have the necessary skills to be absorbed in different work arenas. Participation of industry professionals and solving industrial problems in the real work situation is the essence of design education at the School of Design. After a common foundation program, students will be required to persue a three year specialisation, by choosing one of the proposed speciaisation like Product Design, Graphic Design. The curriculum of specialisation courses is developed on the basis of the market needs and hence is dynamic in nature.
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Fig.4 B.Des 2015-19, during Photography course.
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ABOUT THE SPONSOR Mixed Route Juice was established in 2015 by Rajat Arora and Amrita Sharma. It is a digital marketing agency working in the areas of digital marketing, brand identity design, and strategic communication. Locatec in Delhi, their clients are spread all over India. The studio focuses on creating string and successful brand solutions for both large and small scale businesses in hospitality, health-care, reatil and education amongst others. Working across mediums - print, web and space, work at Mixed Rout Juice ranges from strategic large scale projects to small and interesting ones, giving designers an exsiting space to both participate and grow. Their work seems to negotiate a fine balance between an internationalist and a modern Indian design asthetic and is inspired and informed by the mordern and traditional,
the global and the local. Mixed Route Juice seemed like the perfect place for me at that point, because I was looking for a design agency with an intimate setup and a dynamic creative team.
Working at Mixed Route Juice has helped me develop a keener eye for detail, always ensuring that every little element in the design, comes together and works as a whole, while retaining a sense of freshness.
A place is a lot about the people, and the people working at Mixed Route Juice are passionate individuals who have learned how to balance work and fun, which makes the place environment light and friendly. There was never a dull moment at the workplace. The method of work at Mixed Route Juice is driven by the nature of the project and every project is tackled with the thorough study, commitment love and attention to detail. Through their contrbution in the field of design, they have developed their own method of working, and it was enriching to be able to learn that firsthand.
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Fig.5 Mixed Route Juice team members and office in Chhattarpur, New Delhi.
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ABOUT THE PROJECT Project ‘ Humans At Cyberhub’ is a design collaborative headed by Dennis Sailo graduated from Delhi School of Fine Arts. The agency’s core strength lies in its content that has a knack for serving each brand with a distinctive flavour. Cyberhub is one of the snackable content client. Cyberhub is a hangout place which not only allows the youth or any other generation to chill and have fun among family and friends, but also give exposure to its visitors to unlock new opportunities as Cyberhub organizes many exciting and cheering events. It is a junction of entertainment, delicious food and fruitful experience.
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Filtering Keypoints: 1. memorable place 2. unique experience 3. quality 4. premium ambience 5. diversity 6. rapid metro 7. phtography craze 8. socially active people (facebook, instagram, twitter)
Fig.6 Brief brainstorming and breaking down of brief ‘Humans At Cyberhub’ so that I can figure out the deliverables for the promotion of the Cyberhub.
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Fig.7 Brainstorming on Cyberhub so that I can figure out the deliverables for the promotion of the Cyberhub.
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QUESTIONAIRE (for Gurugram people) 1. What is your job role? 2. What is your pay scale? 3. What you usually do in your week days? 4. Have you ever been to Cyberhub? 5. What was the purpose behind visiting Cyberhub? 6. First word came into your mind while entered Cyberhub? 7. Did you take selfie there? 8. How often do you visit Cyberhub? 9. At what time you like to visit there? 10. With whom you like to visit?
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ANALYSIS OF QUESTIONAIRE 1. Job roles in majority are either individual contributor or team lead 2. Pay scale is lying between the range of 30,000-40,000 3. Drinking and hangout culture in weekdays 4. People doing jobs in Cybercity are well aware of Cyberhub but most of the people living in Gurugram since a very long time doesn’t know about it at all. 5. Mostly people visits Cyberhub just to hangout, to celebrate weekends and client meets. 6. Waw, What a place, nice decor, another part of India. are the words comes in mind while entering Cyberhub first time. 7. Yes, you will find selfie trend among youth except the people who are coming with clients are only there for quality food and drinks.
8. As this place is free of cost, nearby people comes uaually here, usually crowded in weekends. 9. People prefer to visit at late evenings due to its unique decor as it looks really beautiful with lights at night. 10. Friends/ girlfriend/ boyfriend, family/relatives, colleagues, and 30% people also prefer to spend alone time here.
Therefore,after this analysis: we have two audiences- people who are well-known about Cyberhub and follows it on Facebook, Instagram, Twitter to see the upcoming events and the Gurugram localites who are not aware.
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ABOUT THE BRIEF Brief:
A camapaign to increase the awareness of the human element of Cyberhub through different digital and physical media. The goal is to increase footfall while promoting interpersonal and intercultural relations at Cyberhub. Hence, I divided the project into two categories and came up with four deliverables linking with one whole initial project ‘Humans at Cyberhub’ given by the sponsor.
Facebook has the younger generation hooked! The largest user group by age on Facebook is 18-24 years, with a whopping 97.2 million users. 97% of Indians who are connected to the internet watch videos online. Instagram is the 8th most used mobile app in India as per Hootsuite’s annual report.
Physical media
Hand Stamp: A hand stamp kit can be a great option for such a premium place to promote and also as a momemto for its ambience.
3. Metro train wraps 4. Hand stamps
Digital media
The network of metro train is on the rise and soon more cities will have metro trains owing to the growing public demand.
Internet penetration is rising throughout India. On average, Indian users spend 2.4 hours on social media a day (slightly below the global average of 2.5 hours a day). (Source: The Hindu)
For advertisers, any site that has high footfall is lucrative for brand promotion as it solves the purpose of reaching diverse audience.
1. Videography 2. Social Media posts
Train Wraps: With train wraps, the advertisers can run the advertisement along the entire length of the metro train. It is certainly impactful as during the train arrival or during the dwell time, the advertisement on the train gets the prime attention of the travellers.
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Aim: Increase footfall, Greater reach, visibility
Deliverable 3:
Deliverable 1:
An event Video
Deliverable 2:
Social Media posts
Objective 1 Build awareness through digital and physical platforms.
Train Wraps people who are well-known about Cyberhub and follows it on Facebook, Instagram, Twitter to see the upcoming events
Brief:
Humans at Cyberhub
Gurugram localites who are not aware. Deliverable 4:
Hand Stamp
Objective 2 Target ambience of Gurgaon
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METHODOLOGY: DLF CYBERCITY CYBERHUB
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RESEARCH
DLF Limited (Delhi Land & Finance) is Gurgaon based commercial real estate developer. It was founded by Chaudhary Raghvendra Singh in 1946 and is based in New Delhi, India. DLF developed residential colonies in Delhi such as Shivaji Park (their first development), Model Town, Rajouri Garden, Krishna Nagar, South Extension, Greater Kailash, Kailash Colony, and Hauz Khas. DLF builds residential, office, and retail properties.
DLF, embrace unique position as industry pioneers to re-write the Indian real estate narrative. They take pride in enacting, exemplifying, and exceeding the highest environmental standards which address the most pressing challenges faced by our nation.
of construction materials. They endeavour to educate and empower all our stakeholders with respect to shared environmental obligations. They operate with the intention of placing Indian industry at the global forefront of green innovation.
DLF is invested in driving sustainability across every vertical - from the pioneering waste water treatment systems in the DLF Golf and Country Club, to the responsible recycling
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About DLF Office Space
DLF Cybercity Gurugram
Renowned for developing iconic cyber cities comprising of grade ‘A’ office buildings, IT Parks, IT SEZs, built to suit projects combining bespoke amenities and customer-centric experiences, DLF Offices redefines the commercial real-estate paradigm in India. With their presence in New Delhi, Gurugram, Chennai, Hyderabad, Kolkata, Chandigarh, their total managed portfolio stands at 28 mn. sq. ft. in addition to 4.1 mn. sq. ft. of upcoming projects in Gurugram and Chennai.
DLF Cybercity Gurugram, which is India’s largest integrated business district was developed in 2003. Presently it houses more than 300 clients including top International and Indian clients.
Home to many FORTUNE 500 companies and top multi-nationals like Accenture, Barclays, Citibank, Cognizant, CSC, Genpact, GE, Google, IBM, Samsung, TCS, etc., DLF Office business has always met its clients’ space requirements on time through its construction capabilities, deliverables and facility maintenance standards depicting the best of engineering, development, construction practices.
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The five pillars of success of DLF Cybercity Gurugram are infrastructure, Safety, Sustainability, Security and Customer Centricity. They acknowledge that the ways of doing business is changing every day and in the present scenario, corporates as well as working professionals demand their work place to be more interactive, integrated and well-connected. This is the driving force behind their constant endeavor to enhance clients’ working experience by making their work places smarter and better integrated.
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Fig.6 DLF Cybercity, Gurugram, New Delhi
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Background The world of business is changing everyday. And the present scenario demands infrastructure, connectivity and work environment that is future ready. This is why DLF is enchancing India’s most important business district by making it smarter, larger, better integrated.
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16 Lane Expressway This 8.3 km stretch with underpasses and freeways will substantially improve the traffic management for ingress and egress to DLF Cybercity. And this will be made possible by a signal-free corridor which DLF is building in close association with HUDA.
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India’s First Private Metro Rail With a 6.1 km route and 6 stations that spans across DLF Cybercity. This network connects the Sikanderpur-Delhi Metro Station with all the office buildings. And it will ease all commuting worries for employees and visitors alike.
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Captive Power Plant & District Cooling System At DLF Cybercity you will always get uninterrupted and high quality power that is clean (runs on gas), cost-effective, eco-friendly and more efficient. And to ensure India’s hottest business destinstion always stays cool. They have a District Cooling System that circulates equally to all the building in the
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International Landscaping and Skywalks While creating towering buildings, we’ve also kept a keen eye on their impact on nature and human need to interact for a work life balance. And this is reflected in their landscaping plan integrated with skywalks, highline, pedestrian walkways, and breakout zones for a truly integrated DLF Cybercity.
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Eco-Friendly and Fully Compliant The developments in DLF Cybercity are sustainable and ensure energy and water conservation. They are leed certified* for regulated, recycled and fully compliant usage and disposal od water for a greener environment. Their captive power plant run on green fuel and the rapid metro too ensures certified emission reductions (CERs) and thereby earns carbon credits.
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India’s First Private Fire Station They are taking fire safety to next level by creating a dedicated fire station for DLF Cybercity, with fire tenders of 90 mtr high hydraulic platform, which is the tallest in India. In addition, fixed fire protection systems and specialized eqipments like BA Sets, Fire Suits, Thermal Imaging Camras are also been provided in all buildings.
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Safety First DLF Cybercity is the most safe and secure business district in India. With DuPont as their safety partner, they are putting in place Fire Safety Preventive Control Measures and Advanced Building Management Services. All in compliance with international standards for the specific needs of project locations. And now DLF has proudly filed for safety patents.
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24 x 7 CISF Ring Security DLF Cybercity is an important economic zone and that is why they have deployed the CISFIndia’s leading Industrial Security Unit to ensure safety of the highest levels in this district. CISF would ensure a peaceful and secured environment for the workplace at Cybercity.
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Scalable Parking They are taking parking to the next level. The new and expansive surface parking areas can easily accommodate 4000 cars and will enable employees and visitors to simply dash in and out of DLF Cybercity without any hassles.
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DLF Epitome The DLF Epitome also known as Building No. 5 is a two million sq ft premium development, with high quality building finish showcasing impressive atriums, stilt corridors, and an attractive glass facade. Each block is designed to provide an’Indeoendent Identity’ within a large campus with a metro station right in front, overlooking 06 acre green belt called “Cybercity Park”.
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DLF Cyber Sez The DLF Cyber Sez comprising building No. 6 and building No. 14, is a campus within the Cybercity Business District with a strategic advantage for all infrastructure and amenities, and it also offers IT Sez tax benefits.
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Cyber Hub (Food and Ent. Hub) We understand that in today’s scenario, one of the most important things for any company is the ability to give their employees the perfect work-life balance. That is why “Cyberhub” spreads over 2 lac sq ft., will offer a one stop destination for the best and iconic restaurants with speciality cuisines, an amphitheatre for live entertainment and a lot more. Out here, you will get everything you need to deliver the perfect work-life balance you seek.
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About Cyberhub Cyber Hub is a unique, one-of-its-kind concept in India. A premium socializing zone that has food & entertainment at its core. However, it is the ambience that makes Cyber Hub an unparalleled experience and an ideal destination for art and cultural shows, media launches, displays, lifestyle shoots, TV programmers.
that connects Gurgaon to Delhi, the National Highway 8. It is surrounded by areas teeming with the young and the affluent, searching for new experiences. Uniquely designed Spaces, World-class design and structural ambiance with roof top terrace, amphitheatre, exhibit area and media room allow for stimulating entertainment options add extra zings to everything.
How costly it is: Economy Best Visited With: Colleagues, Group, Solo, Couple, Family Speciality: premium socializing zone, ambience and crowd, iconic restaurants with International & India cuisine, gaming zone, cafes, pubs, open-air amphitheatre, festive and art shows, great vibrant place.
The Centre of Attraction and Attention Cyber Hub is strategically located on the main artery
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COMPETITOR
Galleria Market is a place where you will find anything and everything you need. Enjoy a shopping spree in this crowded market and take delight in shopping for clothes, shoes, accessories, electronic items and much more. The flower shop in this market will mesmerize you with the colorful bouquets of flowers and since there are a lot of food joints in the market, you would not go hungry while you shop for you and your loved ones. Meet up with friends at Galleria Market while you are here and enjoy a good time. How costly it is Economy
About Galleria Market Claimed to be the best high-Street markets in Gurgaon, Galleria Market is not just a marketplace but also, serves as a favorite destination amongst youngsters to hang out with friends.
Best Visited With Group, Solo, Couple, Family Speciality Food items, Electronics
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DELIVERABLE 1. ‘Comic Con’ event edited Video
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COMIC CON INDIA About Comic Con India Comic Con India (CCI) is a series of annual comic-based conventions held in India. The first edition was held in New Delhi in 2011 and over the years has expanded to other major cities in India such as Mumbai, Bangalore, Pune, Hyderabad and Ahmadabad.
Cosplay has been a major part of the events. During the first Comic Con in 2011, there were only 13 cosplay participants. By 2017 the number of cosplayers crossed 2000. Comic Con India also hosts the Indian Championship of Cosplay.
There are annual comic cons now in all these cities. Cumulatively these five cities attract over 200,000 visitors with over 1200 exhibitors. Jatin Varma, the founder of Comic Con India, launched the first comic con in India in Delhi in 2011. Since 2014, Comic Con India has been conducted in collaboration with Reed Exhibitions (ReedPOP), the organisers of the New York Comic Con and the MCM London Comic Con.
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VIDEOPRODUCTION Video production is the process of
producing video content. It is the equivalent of filmmaking, but with images recorded digitally instead of on film stock. There are three stages of video production: pre-production, production (also known as principal photography), and post-production.
Post-production is the action of selectively combining those video clips through video editing into a finished product that tells a story or communicates a message in either a live event setting (live production), or after an event has occurred (post-production).
Pre-production involves all of the planning aspects of the video production process before filming begins. This includes scriptwriting, scheduling, logistics, and other administrative duties. Production is the phase of video production which captures the video content (moving images / videography) and involves filming the subject(s) of the video.
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PRODUCTION
Raw Footage (sometimes called
“source footage”) is the crude, unprocessed camera output that a videographer captures while shooting. It’s delivered as an extensive list of files that you may not be able to open without professional software. Raw footage is not supposed to stay raw—it starts in that format to preserve the quality and detail for the editors, allowing them to have the most creative freedom in putting the final video together. Because it retains all of the details, true colors, lighting, and high-quality images that the camera produces, raw footage can be almost completely transformed in post-production according to the needs of the final product.
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POSTPRODUCTION (EDITING)
Editing video in After Effects Creating templates in Photoshop Audio selection from Ben Sound Comic effects from Google images (png)
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INSTAGRAM FEED https://www.instagram.com/dlf_cyberhub/?hl=en
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https://www.instagram.com/p/Buq13PWIAY9/
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DELIVERABLE 2. Regular Content posts
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SOCIAL MEDIA POSTS As humans we can’t help but to be visual people. Whether you’re passing a billboard, flipping through a magazine, watching TV or surfing the web. We see content everywhere. But do you remember any of it? Do you remember what that ad was for when scrolling down your social media page?
Questions I asked to myself before creating the social media posts.
Chances are, if it didn’t catch your attention then you probably won’t remember it.
While asking these questions I kept my target audience in mind.
The best thing to do for your brand is to create content that not only stands out but is visually memorable.
1. Who are they? 2. Which platforms do they use? 3. Are they desktop users or mobile phone users? 4. What message do I want to convey? 5. How do I want my viewers to feel and what do I want them to do about it? 6. What are they liking/ who are they following? 7. Where do they hang out?
1. What is my purpose for this post? 2. Am I trying to drive sales? 3. Am I trying to increase engagement on my page?
It is also good to note that while goals are important, too many goals can cause a busy graphic. Too much text, pictures or fonts can instantly turn your audience off. But If you have brand guidelines, it makes your work much easier and faster. Cyberhub has it’s guidelines too.
Brand Guidelines: Brand guidelines, also
known as a brand style guide, govern the composition, design, and general look-and-feel of a company’s branding. Brand guidelines can dictate the content of a logo, blog, website, advertisement, and similar marketing collateral.
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Brand Guidelines of Cyberhub
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Social Media Posts for instagram created by me using Photoshop & Illustartor by following the brand guidelines. Copy given by: Akshita (copywriter) Images used in posts: Shutterstock
Step:1 Copy written by copywriter, dicussed with the team members and after that given to the design team.
Step:2 Design team creates and finalizes a template.
Image Copy: Cheese is the most stolen food in the world. #FoodieFacts Post Copy: Come and try out our cheese pizzas. You’ll never want to steal cheese alone
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Step:3 One of them searches different views or options for the same image (pizza) related to the post and finalizes one.
Step:3 One of them searches different views or options for the same image (pizza) related to the post and finalizes one.
Step:4 After client’s feedback1. image change 2. change in the image copy treatment
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#FoodieFacts Explorations
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#WhatHappensinTheHub
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#CirclesOfLife Inspiration: Swiggy
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#Foodles
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#Foodles Explorations
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#FLIPSIDE
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#MUSICALLYYOURS
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DELIVERABLE 3. Train Wrap
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TRAIN WRAP DESIGN
Vehicle wraps are a very popular design product nowadays. The side of their vehicles is a great advertising space that will be seen by many people. It’s basically a mobile billboard with ad space that a business owner only has to pay for once.
Train wraps
Why Train wraps for Cyberhub?
Train wraps might be a new addition in the Indian market but it is an acclaimed international media vehicle.
Many vehicle wraps are made of large, printed vinyl stickers that are applied to the surface of the vehicle. However, designing these effective ads can be a little complex. Any designer who decides to undertake a vehicle wrap project should at least be at an intermediate skill level with standard graphic design programs and do their research before they jump into it.
Train wraps would help the authority in gaining further credibility. This new vehicle will also go a long way in helping to organise the highly unorganised outdoor sector in India.
1. To acheive the greater visibility to fulfill the objective of the brief. 2. To introduce a unique, one-of-its-kind concept in India. A premium socializing zone that has food & entertainment at its core. 3. To give rapid metro, an appealing look.
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STEPS OF WRAP DESIGN Step:1 Gather Information
Step:2 Gather Inspiration
Step:3 Create the design
Before start designing anything, you need to obtain an accurate template. It’s crucial to create the designs on an accurate template file of your client’s vehicle in order to be able to create a design that is to scale and as print-ready as possible.
Now that you have all the technical information ready to go, it’s time to start thinking about how to turn your client’s vehicle wrap dream into a reality!
Now that you’ve obtained photos of your client’s vehicle, you can use them to quickly sketch out your design. You can also create the design in the template files, but many designers find it easier to Photoshop the design on a photo of the vehicle first.
It’s always a good idea to keep a vehicle wrap design simple, especially if it’s an ad for your client’s business. Your client’s vehicle may be going 65mph on the freeway, so you’ll need to make sure that the brand’s message can be read in seconds.
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Step:4 Apply the design to the template Vehicle wrap print files can be created in either Adobe Illustrator or Adobe Photoshop. Basic things to consider: 1. Set your document color mode to CMYK 2. One way to create the design to scale is to use 1:10 ratio 3. Set the document ppi to 720 4. Use high resolution photos/raster images if they’re part of the design 5. Convert all fonts to outlines 6. Label and organize each part into separate layers and make sure that each graphic has it’s
own sublayer. 7. Add 5-10 in bleeds to each piece of the template. The design will have to wrap around objects like the edges of doors, and adding extra bleed will help the design grip to the vehicle.
Step:5 Deliver the files Provide your client with either .ai or .psd files, in addition to an uncompressed .tiff file of the vehicle wrap. Makes sure that they know the name or own a license to all fonts used in your design.
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Inspiration
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Keypoints: 1. minimal 2. brand colors 3. memorable 4. no more text 5. HD images 6. direct message
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Ideation: 1
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Ideation: 2
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DELIVERABLE 4. Stamp Design
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TATTOO DESIGN About Tattoo Design
of the tattoo.
A tattoo is a form of body modification where a design is made by inserting ink, dyes and pigments, either indelible or temporary, into the dermis layer of the skin to change the pigment. The art of making tattoos is tattooing.
Why Get Tattoos?
Psychology of Tattoo design Tattoos have a wide range of cultural, historical, and personal meanings. As tattoos have a historical and cultural sense of being “for tough guys”, an insecure person might acquire tattoos as a way of fostering their masculinity or toughness. Tattoos are not a sign of insecurity. Body art, body bling, self-graffiti, walking billboards, fashionable ink accessories... Each of these expressions depict the physical nature
People get tattoos for many reasons: for attention, self-expression, artistic freedom, rebellion, a visual display of a personal narrative, reminders of spiritual/cultural traditions, sexual motivation, addiction, identification with a group or even drunken impulsiveness (which is why many tattoo parlors are open late). What Does Your Tattoo Mean? Some people mark themselves for life to remind them of past family members or ancient sayings or religious scriptures or names of their current family/love interest. Other people use tattoos to enhance their sexual prowess or feed their exhibitionist side, and many people use
tattoos to visually promote their identity and/or group affiliation. Johnny Depp said, “My body is my journal and my tattoos are my story.” Tattoos can visually reveal more about you or distract people from getting to know the real you. Some people hide behind their tattoos. Our current society craves individuality and self expression. And now many people wear their artistic expression. We are having more trouble communicating with each other than ever before, as electronic communication will never replace face-to-face human contact. So, it’s not surprising that there’s a growing trend toward communication via body ink. We don’t have to talk, we just have to look.
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Myths and Facts about tattoos MYTH 1. You can’t give blood if you have a tattoo 2. Applying a lot of ointment to a healing tattoo helps it heal faster 3. Drinking alcohol or taking aspirin before getting a tattoo will help ease the pain
Stamping at Clubs Consumer response on having a tattoo for Cyberhub promotion 1. As it is permanent 2. Having a fear of needle cause diseases like: HIV(human immunodeficiency virus) 3. Painful
TRUE 1. Avoid working out immediately after getting a tattoo 2. Tattoo on bones are more painful than the normal 3. Don’t get any water on your tattoo
I concluded that permanent tattoos are not a good option for brand promotion in India. So I jumped to temporary option like in clubs while entering the Cuberhub.
Stamping attendees is a great way to ensure no one gets into your venue who isn’t supposed to be there. If your event requires a physical ticket, for example, stamping the ticket-holder when you give them their ticket ensures they can’t swap with anyone else. Alternatively, if you run a nightclub, you may want to allow people to leave the venue to smoke then re-enter without joining the original queue; stamping party-goers as they enter shows you who can skip the queue.
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Is It Social Branding? Is it Social Branding? Tattoos are a conversation starter. Either there’s a story attached or a “skin”-showing session or an emotional response derived from the sight of ink art. And the emotional response from the sight of tattoos leads to a modern-day version of social branding. “He must be tough.” “She’s probably easy.” “He’ll never get a corporate job.” “She just wants to drink vodka tonics and dance on a speaker.” Where you put the tattoo, how may tattoos you have, what the tattoos is and the size of the tattoos all help shape the emotional response of the viewer.
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CASE STUDIES 1: REEBOK https://www.thebrandingjournal.com/2014/08/ get-reebok-tattoo-exchange-free-products/
Would You Get a Reebok Tattoo in Exchange for Free Products? A few months ago we introduced you to the new Reebok logo. Today, Reebok is offering you the chance to tattoo the logo on your body in exchange for products! So, it seems that Reebok have decided to combine the two signification of the word ‘branding’, as shown below, in their new extravagant campaign, “Reebok Forever” in Sweden! To Branding 1. Mark with a branding iron 2. The promotion of a particular product or company by means of advertising and distinctive design.
The new campaign aims to target committed CrossFit practitioners, which the brand has put at the center of its marketing strategy. The adoption of the CrossFit delta logo for its entire business line a few months ago, symbolized a shift from focusing on professional sports to the hardcore amateur. On its website www.reebokforever.com the brand explains the terms, of the campaign: “The top prize is a yearlong fitness packed sponsorship with Reebok worth 40,000 SEK ($5,805). And no one will go home empty-handed; everyone who gets the tattoo at the Reebok and Salong Betong booth at Tough Viking receives a complete fitness kit from Reebok to a value of 5,000 SEK ($725).”
Customers who agree to tattoo Reebok’s logo on their body will have to meet the brand on August 30th, 2014 in Stockholm. This is both a very creative and surprising initiative from Reebok: the act of tattooing something on one’s body has a very strong meaning. By accepting this challenge, people will prove their permanent desire to belong to Reebok’s Crossfit universe and community. “At Reebok, we live and breathe fitness. It’s not just a diet, a trend or a quick fix – for us it’s forever. But how strong is your bond to fitness? Now is your time to show it” The tagline also sums up the philosophy: “Pain is temporary. Reebok is forever.” Although the message of the brand is very clear and relevant to its brand strategy, I believe this kind of campaign has its risks
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(possibility of health complications, tattoo design problems, customer complaints, controversy). Moreover, one can wonder if the $725 is really worth a brand’s tattoo for life… In any case, if Reebok’s marketing team manages to get consumers to tattoo the company’s logo for life, then their brand strategy will have proven to be effective, by bringing loyal customers for life!
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CASE STUDIES 2: DOMINOS https://www.businessinsider.in/dominos-offered-russians-a-lifetime-of-pizzas-if-they-gottattoos-of-the-company-logo-and-then-theyhad-to-shut-down-the-offer-because-toomany-people-got-inked/articleshow/ 65709071.cms
Domino’s offered Russians a lifetime of pizzas if they got tattoos of the company logo - and then they had to shut down the offer because too many people got inked 1. Domino’s Pizza offered “100 years” of 100 free pizzas to Russians who tattooed the company’s logo on their body and shared an image of it on social media. 2. The promotion started on August 31 and was supposed to last two months - but the company
had to end it after just five days. 3. The company said it would instead only promise pizzas to the first 350 people who shared their Domino’s tattoos. Domino’s Pizza was forced to end a viral marketing promotion offering Russian fans a lifetime of free pizza if they got the company’s logo tattooed “in a prominent place” after too many people participated in the campaign.
The post said it would only promise pizzas to the first 350 people who shared their Domino’s tattoos, adding: “To those with appointments scheduled for later, we recommend canceling them.”
The promotion started on August 31 and was supposed to last but the company had to end it after just five days after too many people took them up on the offer, The Moscow Times reported. Russian social media flooded with images of the Domino’s logo tattoed on fans’ legs, hands, and elsewhere as people tried to join the promotion.
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Ideations
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Identity
logo
hangout place
Google hangout icon
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TREND OF SNS What Is a Social Networking Service? A social networking service (SNS) is an online vehicle for creating relationships with other people who share an interest, background, or real relationship. Social networking service users create a profile with personal information, photos, etc. and form connections with other profiles.
Key Takeaways 1. A social networking service (SNS) is an online vehicle for creating relationships with other people. 2. Social networking services are more commonly referred to as “social networking sites” or “social media.” 3. Social networking services business models are based on online advertising.
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4. They connect people with common histories, such as school attendance, work colleagues, or people who share a common interest. 5. They may help forge and develop relationships between people who share a profession or business network. 6. They may be used to help individuals find information, products, services or resources that are relevant to them. Successful specialized SNS include YouTube, Instagram, Twitter, LinkedIn, Reddit, Snapchat, Tumblr, Pinterest, and TikTok. SNS profiles are very popular across the globe. Facebook alone boasts over 2.4 billion users worldwide.
Social Networking Service Characteristics 1. User-generated content, such as photos, videos, and posts that inform other users about the activities and interests of the poster. 2. The ability to connect individuals from all over the world, though some platforms recommend that individuals know one another in real life before connecting online. 3. They are free. Their business model is based on breadth of membership, therefore charging for use would be counterproductive. Still, the possibility remains that if a network grew large and useful enough, charging a fee may be possible.
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CREDITS Research http://www.dlfcybercity.com/cyber-hub.aspx http://www.fuccha.in/10-reasons-whycyber-hub-is-coolest-place-in-ncr https://www.youtube.com/ watch?v=0IiEl3b9oVA
https://www.behance.net/gallery/95738715/ Free-Wooden-Stamp-Mockup?tracking_ source=project_owner_other_projects https://www.behance.net/gallery/95738715/ Free-Wooden-Stamp-Mockup?tracking_ source=project_owner_other_projects
https://www.numbeo.com/crime/in/Gurgaon
https://www.behance.net/gallery/97568965/ Souschef-kitchen-assistant?tracking_source=search_projects_recommended%7Cindesign%20thesis%20document%20templates
https://fstoppers.com/product/ intro-video-photographers-guide-filmmaking
https://www.talkwalker.com/blog/ social-media-statistics-in-india
https://www.behance.net/gallery/92585965/ Videography-Projects?tracking_source=search_projects_recommended%7 Cvideography%20project
https://www.myhoardings.com/blog/ metro-train-branding/
https://www.youtube.com/ watch?v=jFe49GSKRJo
https://www.dlf.in/about-us.php
https://en.wikipedia.org/wiki/DLF_(company) https://www.behance.net/gallery/90307153/ Universitatea-Craiova-bus-design?tracking_ source=search_projects_recommended%7Ctrain%20wrap https://www.behance.net/gallery/30370167/ Bus-Advertisement?tracking_source=search_ projects_recommended%7CBUS%20wrap https://www.behance.net/gallery/90386431/ Clikbus?tracking_source=search_projects_ recommended%7CBUS%20wrap https://en.wikipedia.org/wiki/ Cyber_City,_Gurgaon https://en.wikipedia.org/wiki/Comic_Con_ India
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Graduation Documents
Images
https://issuu.com/huilinmiao/docs/thesis_ process_book-huilin_miao
https://www.lemonlight.com/blog/ raw-footage-what-it-is-and-why-its-useful/
http://www.dlfcybercity.com/images/pdf/ dlf-brochure.pdf
https://issuu.com/ddas131093/docs/ london_bridge_documentation
https://www.designcontest.com/blog/ how-to-design-a-vehicle-wrap/
https://dlfcyberhub.com/gallery.php
https://issuu.com/heta_shah/docs/ graduation_document
https://www.huffpost.com/entry/ psychology-of-tattoos_b_2017530
https://issuu.com/noopurrrrchoksiiiii/docs/ nc_doc_issuu-compressed
https://www.mockupworld.co/free/ logo-stamp-mockup/
https://issuu.com/siddhibakrania/docs/ degree_project_doc
https://www.investopedia.com/terms/s/ social-networking-service-sns.asp
https://issuu.com/vartikamishra/docs/ document-graduation_project https://issuu.com/shushantverma/docs/ final_20degree_20project
Some more thankyous! Dishant Jaiswal, for his amazing clicked photo of Doon University Raghav Juyal and Divyanjul Nautiyal for technical helps in softwares Shailja Juyal, for proof reading and editing Aakriti Nautiyal, Sneha Negi, Nidhi Chimwal, Sakshi Maurya for their constant company throughout the making of this document.
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