Khilona - A toy tale from Channapatna

Khilona

A toy tale from Channapatna

khilona | 3

Khilona

A toy tale from Channapatna

Published in May, 2018 Fashion Communication Department National Institute of Fashion Technology Site No. 21, 27th Main, Sector 1, HSR Layout Bengaluru, Karnataka - 560102 All rights are reserved by Riya Singhai, NIFT. No part of this publication can be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic , mechanical or photocopy without prior permission.

Printed in India

INSIDE Craft Study & Brand IDENTITY Guide

ABOUT THE CRAFT

MAKING PROCESS

FRAMEWORK OF THE PLACE

07

08

09

NEED FOR PROMOTIONG

GOVERNMENT INITIATIVE

BRANDING

10

11

12

STORYLINE & MISSION STATEMENT

UNIQUE SELLING POINT

BRAND STYLE GUIDE

15

16

17

INTEGRATED MARKETING COMMUNICATION

21

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About the Craft Gombegala Ooru Channapatna city is famous as “Gombegala ooru� (toys town) in Karnataka.

The name itself suggests what it is famous for- wooden toys.

T

oy story begins in a small

Bavas Miyan was the one to sacrifice

town

named

his life for Channapatna toys by

Channapatna, the toy town! People

adopting Japanese technology for

here are professionally skilled in

toy making and helped the locals

woodturning craft and hand painting

improve their art. This traditional

for over 200years as the then ruler

craft is protected as a geographical

of Mysore Tipu Sultan had invited

indication (GI) under the World Trade

Persians to teach the art of toy

Organizations, administered by the

making to locals even though it

Government of Karnataka.

in

Karnataka

was Tipu who introduced the craft,

Making Process

C

hannapatna toys are made of a

Colour extracted from natural element

specific type of wood called “Aale

as yellow from turmeric, blue and black

Geometrical

from indigo, orange from kanchi kum

instruments like the vernier caliper and

kum power, red from natural alizarin and

the divider is used frequently to measure

kum kum power, green from indigo and

the size and maintain the accuracy, at

turmeric, light brown from katha, dark

this stage the product is removed from

brown from ratanjyot.

mara�

(Ivory-

wood).

the lathe and in case of two different parts they are assembled together and then followed with suface embellishment which involves other decorative adorning on the surface of the toy.

Manufacturing Stages Manufacturing stages include procuring the wood, seasoning the wood, cutting the wood into the desired shapes, pruning and carving the toys, applying the colours and finally polishing the finished product. Vegetable dyes are used in the colouring process to ensure that the toys and dolls are safe for use by children.

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Framework of the Place A. Cosmological:

B. Social patterns:

i. Spiritual - Artisans from different religious

i. Cultural- Here, in Channapatna festival

come together and work as a team in the units.

plays a major role in bringing the community together. People are involved in all the festivals

ii. Mythology- Variety of stories and folk-

not discriminating their religions. Artistically

lores in and around Channapatna villages like

displaying traditional toys during Dasara

Neelasandra,Thattakere, Thagachakere, etc

festival is part of the Navaratri festival.

iii. Psychological- Women have recently be-

ii. Economic- This toy making sector provides

come a major part in the toy business, earlier

employment to 3500 people involved in other

it mostly used to be the men. But now due to

activities like the woodcutter, packers, etc.

the latest event involving the women training

Acknowledged worldwide, Channapatna toys

centres etc, the women are now more inde-

are exported to countries like England and

pendent.

USA. iii. Settlement- Most of the residents are kannada speaking. People from the nearby communities

or

states

have

moved

to

Channapatna for business purposes. Overall, every family who are in Channapatna have been settled their for generations now.

Need for Promoting the craft

T

he situation these days are such that the artisans doesn’t want their kids to be a part of this craft. They

want their kids to be financially better and hence they do not teach them the art. Infact the kids also aspire to be engineers and doctors.The younger generation are leaving the town for pursuing their dreams and to earn higher salary.

Also, the basic facilities are not provided. People face water scarcity in areas like neelasandra. With no proper backing or marketing, the Channapatna toy industry faced a financial crunch for more than a decade and was almost on the verge of dying out.

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Government Initiative

T

he Karnataka Handicrafts De-

create well-designed toys and dolls.

velopment Corporation (KHDC)

The Government of Karnataka has

provides assistance with marketing

also provided help by constructing a

efforts. with the help of KHDC, the

Lacquerware Craft Complex, which

craft has been revived and the arti-

has a manufacturing centre with 32

sans involved are being trained on

turning lathe machines, at Channa-

changing trends in the industry, to

patna. Financial assistance to the

help them keep abreast of the cur-

artisans, with help from the Dutch

rent scenario. Prototypes designed

Government and the Karnataka Gov-

by master craftsmen are introduced

ernment’s Vishwa scheme has also

to the local artisans, who use them to

been provided.

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Branding

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Kapferer Brand Identity Prism Channapatna Toys

Physique Fun and Colorful Simplicity Minimal Approach Natural

Personality - Natural - Authentic - Traditional

Relationship

Culture

Exchange of values

- Kannada

Trustworthy

- Small toy town

Different identity

- Learnt from persians

Possestion of old craft

Reflection

Self-Image

Traditionally rooted

- Handicraft

Value for hand skill

- Simple and artistic

Safe for Children

- Harmless - Very Old craft

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Tone of Voice Storytelling

Personality Quality oriented

Approving

Naturally elements

Provocative

Traditional

Objective

Simple

Admiring

Safe

Essence

Value

Craftsmanship

Taught by Persian atrists

Simplicity

Practised since 200 years

Harmless Emotional connect

Keywords chosen Oldest craft

Natural colors Harmless for Children

Storyline T

he story revolves around the small town of Channapatna and its handicraft of making toys. There

is a need to increase its visibility among the urban sector in and out of India.

The invasion of toxic Chinese toy products is taking away Channapatna Toy’s market. Thus our main purpose is to make Channapatna a creative hub to expierence art and culture.

‘Khilona’ which means toy, is to represent the traditional and non-toxic way of making toy that is safe for children and holds a cultural value.

Mission Statement K

hilona’ is an interesting promotional strategy told in a casual, story-like yet informative manner

about one of the oldest toy making handicraft of Karnataka, India.

The goal of this is to widespread the market of Channapatna toys by focusing its branding on its authenticity and child-friendly nature and give it another dimension so that it can compete with China-made toys.

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Unique Selling Point The Artisans Artisans play the most important role in Channapatna, their friendly and open nature make it even special. Artisans are forced to earn more in less time and match the competition, stopped waiting for the customary two months for wood to dry before starting work, trying instead to finish the job within days. But still the artisans take proud to be a part of this skill and the enthusiasm to take their tradition forward is their aim.

Many still not aware of the class and the creativity involved can pay a visit which also has other tourist spots around. This handicraft is a dying craft and the artisans and other residents are making efforts to protect it. On one hand, artisans believe that new design innovations and collaborations can raise the economy and on the other hand few strive to work with the traditional designs. The artisans are purely passionate and dedicated to this art form.

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Brand Style Guide

Visual Identity Logo Inspired from the Spinning top which is one of the oldest toy and also the simplest. To depict the simplicity and cultural value of Channapatna Toys.

It is placed in such a way that it forms a ‘k’ that represents the brand identity ‘Khilona’.

Construction Combination of the spinning top and the first letter of the brand name “k” together forms the logo.

k k

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Color Theme C : 1 M: 82 Y : 97 K : 0

C : 35 M: 97 Y : 92 K : 55

C : 2 M: 33 Y : 96 K : 0

C : 59 M: 13 Y : 100 K : 1

Inspired from the Toys of Channapatna, the colors are very organic and has earthy tough in it. They are bright and bold as they are produced naturally from different types of woods, vegetables and other organic things.

Typeface Details

Khilona A toy tale from Channapatna

Font : Title - Elegant Lux (mager) Subtitle - Roboto Condense ( light)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Clear Space Construction within basic geometric shape, triangle and clear space of logo and wordmark given seperately.

o x

x

o

o o o o Khilona o o x

x

Khilona

A toy tale from Channapatna

A toy tale from Channapatna

Logo Variation

Khilona A toy tale from Channapatna

Grayscale

Khilona

A toy tale from Channapatna

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Integrated Communication It ensures that all forms of communications and messages are carefully linked together.

Integrated Marketing Communications, or IMC,

Price

Product

Place

Promotion

means integrating all the promotional tools, so that they work together in harmony. Promotion is one of the Ps in the marketing mix. Promotions has its own mix of communications tools.

•

•

Using the technique of integrated communication in order to reach and touch the maximum

•

All of us are well aware of the fact that wooden toys are the least appreciated category in the

number of consumers. By modifying the place

store. Not everyone is ready to pay the pre-

of providing the craft from store to online and

mium price for the toys knowing the positive

promoting it. As a large group of consumers

facts about it. They are not presented good

buy from online stores.

enough. Let’s make it appealing and see how

There were new innovations in the market to promote and support the artisans, in terms of design and market innovations. Here, the main target can be to make channapatna toys more accessible by putting up them on the internet so that it reaches to large area.

it becomes impossible to stop the consumers from buying it. If successfully communicated, artisans automatically will surely come to the lime light.

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