Design Brief and Directions

Baisakhi Campaign

The Brief

Design a campaign around Baisakhi that would reach out to the masses and create a positive vibe about the initiatives of the SAD government.

Baisakhi: Introduction

• The day of harvest of crops• Farmers cherish the crop through their folk dances and songs (Thanksgiving).• Praise to nature for livelihood and sustenance. • The tenth guru Guru Gobind Singhji established the order of Khalsa Panth in 1699 on this day. The ‘Panj Pyaaras’ or the pure ones were the men who had vowed a commitment to protect the community and become ideals of inner battles fought by humans.

The Plot

A positive campaign initiated by the SAD government to pay respect and gratitude towards the farming community and recognize their contribution to the state of Punjab and its food security.

Why this campaign?

• Cultural importance

- One of the most significant festivals of Punjab with links to culture, religion, and agricul-ture

- A very strategic day to run a sub-campaign targeted at the farming community (Almost 60% of the population).

- In the annual calendar, no other day presents such an opportunity to address this focus group.

• Political importance

- Running a positive campaign focusing on showing respect and gratitude will not only help rebrand the party, but would specifically help us build a stark contrast to the betrayal of AAP towards the farmers with their stand in the Court on the SYL issue.

- Great opportunity to communicate the #9YearsofProgress in the agriculture sector

- Given that this is an important vote bank, it is necessary to set a positive perception, and to retain those already with the party. Design outlets

- Sub-branding to catch attention.- Posters and animations to communicate welfare initiatives, and to convey the greetings- Advertisements for newspapers and hoardings- Personalized campaign led by the Party to generate a positive conversation around farmers and pay a tribute.

LOGO & SLOGAN FOR FARMER CAMPAIGN

Colour palettes developed using references for baisakhi campaign

Baisakhi Poster- Base illustration Giff Animations

Design assets for Farmer campaigns

Design assets for Farmer campaigns

Character developement for narrative campaignsInitial character sketches

Character developement for narrative campaigns

Character developement for narrative campaigns

TV Commercial for Baisakhi Campaign

The idea is to create campaign videos of warm greetings along with a positive message about the government’s solidarity support to its farmers with all their issues on this occasion of Baisakhi

There are two videos • Political : a message and greetings by a senior leader:This promo starts with a montage of people from diverse backgrounds who interacts with food at various stages of its production and consumption. The message comes in as a voice over the montage and then towards the end we bring the narrator too on screen for 15 seconds. The promo ends with the branding slogan “Ikko naara kissaan pyara”

• Non Political: Warm messages by the people of Punjab supporting government’s initiative to celebrate the day of Baisakhi by saluting and acknowledging the role of farmer community

This promo uses the same montage as the primary promo but this time there is no Voice over behind. A different no-political message is delivered in this one. The message is delivered as one sentence but one person says one word of the message at a time. The promo ends with the branding slogan “Ikko naara kissaan pyara

Promo 01, Political messageThe Message: (Work in Progress)

Video Audio 0-40 sec

A montage that showcases various instances of people eating food and activities related to food processing and agriculture.

Narration (refer the message above) with light music in the background

40- 55sec The narrator appears on the screen. He is by his daily dining table delivers the last part of the message 55-60sec

End title card comes up with Baisakhi greetings and the slogan written on the screen ‘Ikko Naara, Kisaan pyara’.

Voice over(5-7 year old girl childs):

“Ikko Naara, Kisaan Pyara”

TV Commercial for Baisakhi Campaign

Promo 02, Non-Political messageThe Message: (Work in Progress)

Video Audio 0-30 sec

A montage that showcases various instances of people eating food and activities related to food processing and agriculture.

Music to go with the montage

30- 55sec A montage of many people delivering one message where one person says one o word of the message at a time

Refer the message above

55-60sec

End title card comes up with Baisakhi greetings and the slogan written on the screen ‘Ikko Naara, Kisaan pyara’.

Voice over(5-7 year old girl childs):

“Ikko Naara, Kisaan Pyara”