Personifying consumer, content and commerce relationships through panel discussions and interactive discussions, The Economic Times is going to launch its mega-confluence Emerging Media Summit on the 6th and 7thDecember, 2018 at Mumbai.

In the technology-driven digital age of today, media is the soul of awareness. It keeps people updated with the latest happenings and developments from across the world about various fields and serves as a platform for businesses of all sizes to thrive. Having its roots in almost every sector today, it soon will be the eco-system of the world of communication.


The ever-evolving media industry is breaking through barriers of technology, content and consumer preferences, only to result in a shift in a communication of the brand message from informative to interactive.


A small device has been unsettling the conventional concepts ranging from online shopping, making payments, seeking services and watching movies – all of this is just a click away on a smartphone.


Digital media’s explosion through the growth & expansion of social networking, blogs, forums, mobile marketing and other ways only implies the extensive future demands and consumption of the consumers, in turn indicating the requirement of innovative content by media platforms.

Keeping up with the present is not enough. It is time to think forward. Futurising in the present is what is needed.


To understand the in-depth functioning of creation and consumption patterns, The Economic Times is launching its “Emerging Media Summit” on the 6th and 7th December, bringing together the key stakeholders, marketers, content providers, content delivery platforms, production houses, advertising agencies, policymakers, satellite service providers and a universe of media industry together to discuss and deliberate some underlying challenges and roadmap for this emerging ecosystem.


This summit aims at helping the media industry grow in a way to meet the required demands by creating scenarios which engage the service provider directly with the consumer to know what really is wanted.


Networking with industry players, benchmarking digital strategies and being informed about emerging trends and technologies through a series of panel discussions and interactive sessions between the creators, providers and users are the take-aways from this summit.


Traveling is an important part of a designer’s life. It not only offers new experiences, but also opens the designer to fresh perspectives.

How do you know where to go, if you don’t know where you’ve come from?


Human beings have over 70,000 years of history on this planet. And to understand this history it is imperative to visit the various places that hold these ancient sites. But hold on a second, why should a designer care about history? Why invest time and energy in understanding it, when one could use their time scribbling down design ideas or working on their software skills? Shouldn’t we be working our way ahead, instead of dwelling in the past? What is the point of it?

Oldest Human Drawing, Blombos Cave with ochre pencil on silcrete stone discovered in South Africa. Photography by Craig Foster

You can find the answer to that in the drawing tablet that you use to bring out your best ideas. This modern day sketching tool has become such an integral part of a designer’s digital life, that it’s not even given a second thought.


But the first appearance of a sketching tool was made 73,000 years back in South Africa, in the form of natural pigment crayons and the surface of a cave wall. From there we have evidence of the 40,000 year old cave paintings and hand stencils in the Spanish cave, El Castillo.


A couple more stops from there, and then we arrive at the tablet that has become an everyday essential in 2018 CE. So if you think about it, this very uber cool idea to make beautiful art with a tablet has its origin over 70,000 years back!

40,000 years old El Castillo Cave Paintings in Spain
Digital Drawing Tablet (2018) - Wacom Cintiq

In fact, everything around us today, toothbrushes, posters, cars, computers, houses – none of them have been created out of thin air. All these products have evolved with humans.


Contemporary art and culture may drastically vary from the past. But the design principles that these are based on, have stayed constant. This is because of the unchanged human behavior in all these years. The way people responded then to both visual and sensory experiences, is exactly the way we respond today. Hence, one will find principles of colour theory, patterns and textures, warmness and coolness, lightness and heaviness, compositions and proportions, perspectives and illusions, and so many more waiting to be discovered.


Visiting ancient human settlements is one of the best teachers as one witness’s exceptional examples of design.

Apart from the numerous lessons, traveling is terrific for inspiration as well. Creative ideas are not conceived in a void. They are the result of external triggers. The environment is filled with solutions, only if one observes. And places that are particularly dripping with ideas are ancient travel destinations.


Every ancient civilization in the world has been a pinnacle of art, culture, design and lifestyle, in its own unique way. Here we can find timeless solutions to design problems that we encounter even today. In that sense traveling is a great way to discover how the same problem was tackled in the past.


Traveling has a lot in store for the seasoned and established designer as well, as it also offers a very humbling experience. When you feel you are at the top of your game and the master of your designing domain – go travel. And watch your illusory bubble burst, and let yourself come crashing down to ground reality, as you realize that we aren’t the world’s first creators.


The quest for a better designed solution, that is visually soothing, and in line with the ‘user experience’, is a fairly old concept, probably as old as our cave men ancestors. Isn’t that the reason why we’ve come so far from then?

Today, we hear of thought leaders who want to disrupt and forge the path ahead. But for this, one must know the past to know where to lead the future. It is a great responsibility when one chooses to show the way. One needs to fully grasp the impact of their actions, which is only possible by understanding the past, learning about the origin of things. The origin of design.


And for all this wisdom, one can simply start by traveling the marvels of India. So, to get you going we’ve put together a few Indian historical beauties.

Location – Aurangabad district, Maharashtra

Period – 2nd century BCE to about 480 CE


Ajanta caves are ancient rock-cut Buddhist cave monuments. They constitute ancient monasteries and worship-halls depicting Buddhist traditions that are carved into tall walls of rock. They also depict detailed pictorial Buddhist tales.


Why you should visit this place – These caves are believed to be ‘the birth of Indian Art’. They are among the finest surviving examples, particularly expressive paintings that present emotion through gesture, pose and form.


2. Hampi

Location – Bellari district, Karnataka

Period – 14th Century AD


Hampi refers to the group of monuments in Bellari district. Hampi was once the flourishing capital of the Hindu Vijaynagar Empire, and by the 15th century became the richest city in India. It is a sprawling grand site with over 1,600 surviving remains of the last great Hindu kingdom in South India. The site consists of forts, Riverside features, royal and sacred complexes, temples, shrines, pillared halls, mandapas, memorial structures, water structures and more. The elaborately decorated Virupaksha temple, adjoining the marketplace, is active even today, with countless pilgrims visiting the holy complex every year.


Why you should visit this place – The various remains demonstrate an evolved art style. Many elementary design principles like repetition, patterns, horizontality, etc., can be seen in practice.


Location – Lepakshi village, Anantapur District, Andhra Pradesh

Period – 16th Century AD


Veerbhadra temple was built in Vijayanagara architecture style, the prevalent South Indian architecture style of the time. The carvings, painting and frescoes are intricate and depict stories from the Ramayana, Mahabharata and Purana. These pictorial representations are bursting with vibrant colours that have been well preserved.


Why you should visit this place – The temple has a fresco on the ceiling which is Asia’s largest and measures 23 x 13 feet. The pictorial art that adorns the walls, throw light on the period costumes and facial expression. The composition of the paintings brilliant and have a lot to teach.


Location – Konark, Puri district, Odisha

Period – 13th Century AD 


The Konark Sun temple, as the name suggests is dedicated to the Hindu Sun God. The remains of the temple complex are in the form of a gigantic chariot with large wheels and a horse. The main idol of the Sun God was made to suspend in the air with the aid of the huge magnet at the peak and another fixed at the basement. This was before the temple was desecrated by Jahangir in the 17th Century. The Chariot shaped temple was built such that it creates the illusion of movement and dynamism, especially during dawn when it looks like the chariot is rising from the sea, carrying the Sun god.


Why you should visit this place – The temple is known for its elaborate iconography that is seen along the walls and the sides of the gigantic chariot. It is breathtaking at the break of dawn as it is aligned in an east-west direction; the light pours in on the huge chariot creating a dramatic effect.


Location – Chhatarpur, Madhya Pradesh

Period – 10th – 12th Century AD


The Khajuraho Group of Monuments consists of Hindu, Buddhist and Jain temples. This reveals the acceptance of diverse religious views at the time in the region. These monuments were built in the Nagara style of North Indian architecture. The walls and sculptures are extensively intricate and decorative. This group of monuments is a fine example of Indian art and architecture.


Why you should visit this place – These temples are made out of sandstone without any mortar. The stones are held together with mortise and tenon joints, which then stay put on account of gravity. For this absolute precision is required.


Location – Bhopal, Madhya Pradesh

Period – 19th Century AD


Taj-ul-Masjid is India’s largest mosque. Its interior is spread over 4,300,000 sft, and can accommodate over 175,000 people. The construction was initiated under the reign of the Mughal emperor, Bahadur Shah Zafar. The mosque, with its pink façade, endless expanse, towering 18 feet high minarets, and the impressive main hallway, has a majestic appearance to it. The construction and interiors resemble typical Mughal style architecture, similar to the one seen in Jama Masjid in Delhi.


Why you should visit this place – The harmony and balance of the entire structure are impressive. The patterns of the fine screens are awe-inspiring.


Location – Sanchi town, Madhya Pradesh

Period – 3rd Century BC


Sanchi Stupa is an ancient Buddhist complex that also has the famous great stupa. This mound-like structure is one of the oldest stone structures in India. It was initially commissioned by King Ashoka. The famous Ashoka pillar is seen here erected on the side of the main gateway.


Why you should visit this place – The Sanchi stupa is of great significance to India and Indian art and culture. The stone relief work on the stairways is unique.


Location – Pondicherry

Period – Established in 1673


Pondicherry, a union territory of India, was once upon a time colonized by the French East India Company. During the time of their control, the French brought a lot of their cultural influences into Pondicherry. Today, even after Pondicherry belongs to free India, some of these influences have remained, turning the region into a melting pot of south Indian and colonial French styles. This city is based on the French grid pattern where the streets are perpendicular. The town is distinctly divided into two parts, the French Quarter and the Indian Quarter. Most of the French section retains the French colonial architecture style, with yellow, white or earthy villas lining the streets. Apart from the architecture, the art too is very inspiring, as it depicts the colonial European school of thought.


Why you should visit this place – The city of Pondicherry demonstrates how a foreign style can seamlessly blend into an Indian setting, visually and experientially creating something inimitable and warm.

December 2018 is loaded with creative and entertaining workshops, events and exhibitions to give you a dose of inspiration and motivation to strengthen up the work spirit.  Read through to know about all these happenings in India and around the world.

With 2018 almost coming to an end, do you feel that you have missed out on opportunities of this year to engage in design, art, and other creative platforms?


Not to worry. There still is the last month left.


Read through this list of events happening in December and make the most of it!


1st – 3rd December
Udaipur, India

Kumbhalgarh Festival

With people exhibiting and curating business during the day transforming to a crowd tapping their feet to the rhythm of the beats by the night, the Kumbhalgarh Festival is where India’s finest artists and craftsmen put up their best work. Featuring Rajasthan’s folk performances along with an art camp, puppet show and some activities for the youth, it also promotes the heritage site, the Kumbhalgarh fort, the location of the festival.


Venue: Kumbhalgarh Fort, Udaipur

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1st – 5th December 
Konark, Odisha

International Sand Art Festival, Odisha 2018

Organised by the Odisha tourism department, The International Sand Art Festival witnesses the best of the sand artists from across the globe. On display is the live creation of sand sculptures outdoing wooden, bronze and stone sculptures of the world. These sand exhibits can be seen at the Chandrabhaga beach, just a few kilometres from the town of Konark.


Venue: Chandrabhaga Beach, Konark, Odisha

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1st – 9th December
North-East India

Photography Tour – North-East India and Hornbill Festival

This photography tour of North East India and Hornbill festival will allow you to immerse yourself in the cultural landscapes and interact with the indigenous people of small-towns and villages of Nagaland. A chance to visit the Kaziranga National park and navigating through the less-explored regions of India, this is the perfect opportunity for you to capture some unique frames and delightful sights of people and nature through your lens.


To Join Contact:  Arun/ Shreeram/ Sreedevi at 9880006460/ 9740083260/ 7022166822
Or Email at photography@darter.in

More Details



1st – 10th December 
Delhi, India

Delhi International Arts Festival 2018

Projecting India as a brand, the Delhi International Arts Festival attempts to draw the attention of the world to India’s soft power expressed through the arts. It promotes Delhi as a destination for international cultural tourism by incorporating national and international art forms varying from music, dance and theatre to literature, poetry and cuisines, thus providing a significant forum for cultural diplomacy.


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4th December 

How to Paint Botanicals by the Ink Bucket

A nature lover and admirer? Want to draw leaves, flowers and everything else that you see in your garden? This is just the right workshop for you. Register yourself with The Ink Bucket to experience calmness and relax your mind by painting beautiful flowers, foliage and the artsy botanicals of mother nature in a simple manner and elevate your painting skills.


Venue: Café Arpan, Mumbai

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6th – 7th December 

The Economic Times Emerging Media Summit 2018

With media breaking through the barriers of technology and consumers demanding interactive rather than informative communicative methods, The Economic Times has announced the launch edition of Emerging Media Summit, two days of a mega-confluence.


This is a platform which will bring together the universe of the media industry to discuss the underlying challenges, come up with technology-driven innovative solutions and eventually carve a roadmap for this emerging ecosystem.


Venue: Hotel Novotel, Mumbai

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7th – 8th December

The Festival of Architecture & Interior Designing (FOAID)

Originated with the idea of celebrating the glory of Indian Architecture & Design, the Festival of Architecture and Interior Designing has lived up to its promise. A platform for creative minds to meet & discuss the new facets of the design fraternity, FOAID in its journey of design has embarked on to the 5th year, this time in an attempt to explore the theme, Time To Reimagine.


Venue: MMRDA, Ground BKC, Mumbai

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7th – 9thDecember

22nd – 23rd December

Comic Con India

Hosting the largest pop-culture conventions in India, Comic Con is back again this year hosting two exhibitions in December in Delhi and Mumbai. Not only does it provide a platform to expand and promote global popular culture, it also gives brands a chance to engage with passionate fans across the country. It is a chance for comic book fans to dress up as their favourite character and meet other comic characters.


Venue: NSIC Ground Okhla, Delhi

Venue: Bombay Exhibition Centre, Mumbai

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8th December 

Modern Calligraphy Workshop

If you like receiving a hand-written note on any occasion from your loved ones, why wouldn’t they? Ever thought about it?


Join this Modern Calligraphy Workshop to learn the basics of modern calligraphy, from ink flow and pen pressure to shapes and a modern set of alphabets. Just in a few hours, you will be able to develop your own style and soon will be sending love and warmth-filled hand-written cards to your near and dear ones.


Venue: Ministry of New, Fort, Mumbai (South)

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9th – 19th December
Antarctica, South Pole

The White Continent – Antarctica Photography Tour

Situated at the South Pole, Antarctica is the coldest and whitest of all continents. Exposed to icy winds and surrounded by ice-bergs, it does have a brief window every year, during the Antarctic summer, where it becomes possible to travel to this wonderland and watch the nesting penguins. So, register for The White Continent – Antarctica Photography tour, travel on a small luxurious ship to experience the unique continent and photograph the wonders at the end of the world!


To Join Contact: Arun/ Shreeram at 9880006460/ 97400 83260
Or Email at photography@darter.in

More Details


12th December 2018 to 29th March 2019

The Kochi-Muzhiris Biennale 2018

The largest of its kind in South Asia, the fourth edition of the Kochi-Muziris Biennale, an art exhibition and festival is scheduled to run from 12th December, 2018 until 29th March, 2019. It aims at introducing contemporary international visual art theory and practice to India and showcasing new Indian and international aesthetics and art experiences, in an attempt to initiate dialogue among artists, curators, and the public.


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3rd – 8th December
Hong Kong

Business of Design Week (BODW)

A platform for business people to get creative and creatives to explore business opportunities, Business of Design Week (BODW) is Asia’s premier annual event on design, innovation and brands. Organised by Hong Kong Design Centre, BODW 2018 is based on the theme of “Think-Collaborate-Create”, teaming up with various economies to explore design and innovation across all creative forums.


Venue: Hong Kong Convention and Exhition Centre, Hong Kong

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4th – 6th December
South Florida

International Contemporary Furniture Fair (ICFF)

An unparalleled opportunity to view a broad yet highly focused selection of the world’s finest, most innovative, and original avant-garde home and contract products under one roof, International Contemporary Furniture Fair (ICFF) is back for its third annual meet in South Florida from the 4th till 6th of December, in close proximity to the Art Basel and the Miami Design Week events . To know what’s the latest in the luxury interiors for South Florida, the Caribbean, and Latin American markets, this a must-visit exhibition.


Venue: Ft. Lauderdale Convention Center, South Florida

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5th – 9th December

Design Miami

Design Miami/ is the go-to place to get the best from the most influential collectors, gallerists, designers, curators and critics from around the world celebrating design culture and commerce. A visit to Design Miami/ will leave you in awe of museum-quality exhibitions of twentieth and twenty-first-century furniture, lighting and objets d’art. Strategically planned, it also allows you to visit the Art Basel in Miami.


Venue: Miami, USA

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8th – 16th December

Chiang Mai Design Week

Presenting design innovations catering to the needs of modern living and functioning as aplatform of conversationbetween people and designers to share design knowledge, Chiang Mai Design Week brings together creators, entrepreneurs, young designers, local communities, tourists and anyone interested in design through multiple activities like exhibitions, installations, art and music, thus enriching the city’s creative atmosphere.


Venue: Chiang Mai, Thailand

More Details


10th – 12th December

An Event Apart

An Event Apart, San Francisco is two days of sessions from 12 speakers with intense focus on digital design, UX, content, code, and more. Following the two-day conference comes a full day, A Day Apart, with a single speaker diving deeply into one important topic. Attend this conference, be influenced by industry leaders who are a constant source of inspiration and take back home some tips that definitely will help you grow professionally.


Venue: San Francisco, California

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Subinay Malhotra

With an engineering degree from Bharati Vidya Peeth College, Subinay Malhotra went on to pursue his second degree in product design from an international college. Working on various projects, from furniture, lighting, electrical, transportation, spatial and sustainable design.

Featured In

Pencil or stylus? Paper or touchscreen? This is just a start to the long list of questions that are swimming in every designer’s mind today. They say change is the only constant but has digitalisation really taken over the traditional methods? Would there be a time when the pencil will be forgotten forever like writers have forgotten a fountain pen? We discuss the issue with famous Indian designers and try to understand what they think. This issue also has some very talented and unique designer like Sachin Puthran, Raghava KK, Ramanjeet Kaur and got featured along with much more. Mr. Xerty and Amrei Hofstatter came with unique interpretation in our MadeIn section.

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Girish Jain

Quitting engineering halfway, Girish Jain took the bold step to create his own chapters of life. A photojournalist today, he is among few lucky ones to pursue what he really wanted.

Featured In

A typography special, made up of not only Indian type designers or designers whose first love is type, but also few very talented international designers who open a totally new playground with sharing their insights and inspirations. This issue has exclusive interviews with Lucky Dubz Trifonas from Netherlands, Indian UI & type designer Sabareesh Ravi and Shiva Nallaperumal, who believes, type designers are the material providers to all the creative professionals. Also, includes a special making of Nirlep rebranding done by Elephant Design and an interaction with the ace product designer Aman Sadana.

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Sanket Sanjay Khuntale

A graduate of L.S. Raheja School of Art, Mumbai, Sanket Sanjay Khuntale is a Mumbai based Commercial Photographer. He channelises his love for photography by shooting people and places aimed for advertising purposes.

Featured In

This issue is dedicated to the talented design graduates who are not just looking to work but seeking experience in order to realise the greater goal of life. The issue features various designers from India and abroad. Kevin Roodhorstfrom The Netherlands realised his goal so early in life that propelled him to start his career as a designer as young as 13. Ashish Subhash Boyne, a student of Sir JJ Institute of Applied Art realised his dream while studying when he started doing freelance projects, which allow him to express his free thoughts. To name a few talents we have Vivek Nag from Fine Arts from Rachna Sansad Mumbai, Simran Nanda from Pearl Academy New Delhi, Anisha Raj from MAEER MIT Institute of Design Pune, Giby Joseph from Animation and Art School Goa and many more. This issue gives a fresh perspective of talented graduates and their unique approach to design

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We’re all looking for something unreal, something that could hold our attention and give us something new. Locopopo DesignStudio, founded by Lokesh Karekar, helped create an illustrative series for GDPL design studio for Godrej Properties – Kolkata. The aim of the campaign was to focus on the greenscape the property had to offer, with the scope for multiple activities at different gardens. The beautiful colour combinations of blue-yellow, red-blue and more help grab the viewers’ attention. The illustrations are wonderfully layered into the backdrop and the foreground, giving the feeling of depth and never-ending gardens. The overflowing green from all ends certainly conjures an enticing visual.


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Illustrators and designers from all over the world have fun participating in this project called ’36 days of Type’. Supernova Design, a Los Angeles based studio, presents their take on the project. The approach and style is very quirky, fun and upbeat. The colour palette is vibrant and exuberant. What is interesting is the story behind each of these types. And the layered details makes the composition all the more captivating. It’s not easy to work with a lot of elements, especially trying to find a balance between them all.


Here Supernova Designs handles a mixed bag of elements with panache and shows the viewer a spectrum of possibilities.


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If there’s one thing that disheartens a designer, it’s resistance. On the other hand, every designer should know how to use his free-flowing strokes to justify the core message. Graphic designer and illustrator Gautam Gajbar explains how he strikes the balance to come up with loud and expressive works.

Bowler. Design becomes effortless when you can immediately connect to the subject
Music & Life. When a designer has only him and his world to feel, the creation has strong reflections of the designer’s own persona and way of life

When Your Work Speaks, You Don’t Have to Interrupt

No Boss, no partner to stop you or disagree with you – in one’s own setup, the mind has the brief and the heart is the executor. The perceptions start with a few raw thoughts in the head, which come on to paper in the form of quick scribbles. You start from a core subject and then let the elements develop gradually. Finally making the composition a mix of impulsive visuals and aesthetically placed design elements. This whole process of arranging and composing these elements unfolds the story of the subject on its own.

Rickshaw Chaos. Portrays the daily journey of various people, to and fro work.
Flora Fountain, Mumbai

Not Being by a Particular Design Language Makes You Versatile.

Whether it’s scribbled pencil lines, brush strokes or edgy ink splashes, there is no restriction to using any particular written or spoken language. The key is how you use them and create a new free-flowing visual/graphic language which is understood just by looking at it. However, it’s important to keep in mind that one’s not deviating from the subject. It’s about being versatile and at the same time leaving one’s own unique essence in it each time.

Shivaji Park, Dadar, Mumbai
Panda Artwork. Without habitat there is no, wildlife in fact there is no life!
Gatweway Of India Fort, Mumbai

A Rule Free Zone Encourages Impulsiveness

A designer is not a scientist. Following one’s own instinct while at it is how a designer develops and grows. The idea is not to calculate and care about definitive forms and elements but to do what feels right. Art can never be wrong or right. It’s a personal opinion. You either like something or you don’t. As long as you’re using elements that everyone can connect to, you can rest assured your design is multi-dimensional, offering unique points of view depending on how one looks at it.

Batsman. Displays how design becomes effortless when you can immediately connect to the subject and plot
V T Station, Mumbai
Che Guevara. A reminder that the value of a real icon is always more than a slap-on design on a ten-dollar T-shirt

No Professional Hierarchy Means, No Rules

Imagine working for yourself and only yourself. That’s the advantage of being a freelancer. However, such comfort also comes with a lot of responsibility and challenges. Versatility is key, where one needs to adapt quickly and with the needs and demands of the client and manage deadlines on your own. In the end, it’s not your good social and communication skills but simply good work that gets you the clients.

Smoking Angel. Anything is possible when you are in control. Inspired from the movie John Constantine
Kala Ghoda, Mumbai
Peace of Mind. A doodle-like portrait inspired by the unique personality of a friend

There is an Opportunity to be Individual in the Industry

Independent set ups are a haven for young designers. It lets them stay true to what they do. Moreover, it gives designers the golden opportunity to work with clients, subjects and brands that they relate to and connect with immediately. Commissioned projects automatically become a part of a designer with respect to the subject. Such a liberating environment encourages the unique style of a designer.

Rajabhai Tower Fort, Mumbai
Death to Birth. The cycle of life that every human being passes through, in this age of information
Elephant Artwork. Watercolour is used along with a visual idea to communicate a strong belief

Be Relentless, Until and Unless the Goal is Achieved

Freedom is good only if it is managed well. One must not forget that there is a brand objective that needs to be fulfilled. After all, there is a difference between a painting and client work. Right from start to finish, one must not go off track and forget the subject. The key is to stick to the basal idea at all times. Think whatever, do whatever, but within a particular niche. This is how the entire art work flows from the mind of the artist into the minds of the viewers as one coherent story.

"WILD AFRICA" Graphic for Jungle lore
Hutatma Chowk Fort, Mumbai

Published in Issue 09

This issue focuses on strengths and weakness of Indian creative business with cover from Archan Nair. Also, include some of the fearless creatives who had made their mark in the industry without compromising on the quality of the output and many more interesting reads.


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Designing by developing personalities is one of the best ways to create relatable, relevant and successful campaigns, and Saatchi & Saatchi Integrated Solutions shows us how with the Nobile’s ‘Hang Loose’ campaign for the wakeboards.

Brief / Challenge:

Nobile, a Polish manufacturer is worldwide critically acclaimed for its adventure sports products like skis, wakeboards, snowboards and kiteboards. In 2017, Nobile wanted to engage young wakeboarders with their products. For this, they needed a new upbeat and relatable campaign that would catch one’s attention.


Saatchi & Saatchi created the ‘hang loose’ concept to encourage wakeboarders to look inwards and identify with their uniqueness. For this, the agency put together five distinct personalities as themes and created five wakeboard designs around them. Each of the personalities, and thus designs, are youthful, contemporary and fun.


‘Shaka’ captures the elements of our childhood imagination. ‘Brah’ talks of brotherhood and adventure. ‘Aloha’ encompasses spritely feminine characteristics. ‘Akaw’ illustrates the yearning for adventure and discovery. ‘Bee3’ displays the fierce need for freedom and individuality.



Saatchi & Saatchi IS, Poland


Nobile Sports, Poland

Creative Director

Michał Pawłowski

Design Director

Rafał Nagiecki

Art Directors

Anna Caban
Bartosz Morawski
Kamil Bugno
Rafał Nagiecki


Aleksander Bieroński
Bartosz Morawski
Kamil Bugno

3D Artist

Bartosz Morawski

Senior Copywriter

Marta Frączek

Account Director

Jakub Krawczyk

Account Supervisor

Anna Borysewicz


Malgorzata Rosiak-Brawanska

Marketing and Communication Officer 

Maciej Jaźwiecki

Brand Manager

Dominika Jagodzinska