State’s first ad festival focuses on social issues

SET against against the grey backdrop of a well,it is difficult to miss the yellow-hued,brick-sized sponge tied with a rope.

Written by VIDYA PRABHU | Mumbai | Updated: April 16, 2014 4:08:53 pm

SET against against the grey backdrop of a well,it is difficult to miss the yellow-hued,brick-sized sponge tied with a rope. At first glance,the photograph may seem obscure,but a closer look gives away the idea behind it. With the words ‘Save Water’ on it,this image is an ad aimed at creating awareness about water conservation. It is one of the 300 creative ads that are being featured as part of Maharashtra’s first-ever creative ad festival called Doodle 2013.

An initiative by Manthan,a school of creative advertising and art,Doodle 2013 comprises both an exhibition and a series of workshops — all of which revolve around ads and are targeted at advertising aspirants. This eight-day event — it will conclude on April 7 — was inaugurated on Saturday evening at Ravindra Natya Mandir by ad guru Gopi Kukde,the man behind the Onida Devil and Pan Pasand ads,in the presence of chief guest Vishwanath Sable,Dean of JJ School of Arts,and Shashikant Gawali,director of Manthan.

Gawali said the festival was born out of the need to educate people about advertising. “We want to highlight the works of our 100-odd students of applied art and let advertising enter the consciousness of the common man. Moreover,this year,four of our students won the State Art Exhibition awards in the Applied Art category. It felt right to organise Maharashtra’s first creative ad festival,” he said.

For the students whose works are being featured,the festival is an opportunity for their creative voices to be heard. A case is point is Hemant Chodankar,who created the Save Water ad. “Water conservation is an issue that affects all of us today — particularly in light of the drought in Maharashtra — and I wanted to highlight the seriousness of the situation,” he said. There are other ads too — featuring brand logos,graphics and cartoons — but the public welfare ones have stirred maximum curiosity as they focus on topics such as smoking,pollution,child labour and sexual harassment.

Asmita Karandikar created an ad to spread the word against child marriage. “It shows the grid for hopscotch (langdi) right next to a kalash; the idea was to juxtapose the innocence of a child with something as life-changing as marriage and question the loss of the former at the expense of the other,” she said.

The workshops will focus on several subjects such as brand designing,cinematography,ad film production,creative thinking,photography and copywriting.

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