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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