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Tapping into adversities our society faces on a day-to-day basis, Siju RS art directs a campaign that attempts to call out to the conscience of the onlooker and prompts for an action. The Winter Collection campaign draws public attention and interest to a raging issue.

Winter is the most difficult time for the underprivileged in India. And after the long and hot summers, the homeless and especially the children, are the most affected by the harsh weather conditions.

Winter collection
Newspaper - Winter Collection campaign for New Ark Mission of India by Ogilvy & Mather

Winter collection
Sack - Winter Collection campaign for New Ark Mission of India by Ogilvy & Mather

The campaign innovatively tackles this social issue. With street children posing as models and adorned in clothes made from discarded newspapers, sacking and cardboard, the campaign satires a fashion shoot. This juxtaposition succeeds in making people stand up and notice the plight of the less fortunate and donate clothes to help them. The sophisticated look and feel does not shout to sensationalize but creates enough room for curiosity and learning, while being packed with a punch. Thus, articulating what they call in advertising – success.

Winter collection
Cardboard - Winter Collection campaign for New Ark Mission of India by Ogilvy & Mather

Published in Issue 12

The first interactive issue of Creative Gaga with Augmented Reality features. This issue focuses on the transition of Advertising from real to virtual and blurring the boundaries of both at the same time. Also bundled with lots of interesting articles and interviews.


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Reaching out to the Indian society for freedom on social issues is not everyone’s cup of tea. But some master this art and show us how this can be done by being bold yet sensitive. Browse through Geeta Parulekar’s work to get an idea!

social issues

With creativity running in her blood, Geeta always wanted to create something unique apart from the regular college assignments. This got her illustrating on social issues like rape, LGBT and racism to name a few, believing in the fact that this was the right way to present her thoughts to the public.

While researching on the social issue of the time, LGBT, Geeta came to the realisation that ‘Love has no gender’. Playing cards are something that is seen and used by everyone in our society. The face cards portray two same-gender beings on a single card and this became Geeta’s inspiration for her LGBT project illustrations.

Her style of illustrations is delicate and subtle, aimed at addressing extremely bold topics or social issues without hurting anyone. A fan of the vintage look and the Indian traditional miniature style of art, her artwork has a reflection of the same. To make LGBT more acceptable in the society, Geeta not only restricted herself to creating illustrations for publications but also designed motifs for t-shirts and coasters to support the movement.

The LGBT project illustrates all the three sexual orientations on three types of playing cards i.e. gay, lesbians and heterosexuals. The fourth card reveals the message of the campaign – ‘Love has no gender’

Published in Issue 42

Every designer wish to be independent and willing to jump into the word of freelance but most of them unaware of the fundamental challenges of the initial phase. So, we dedicated this issue to freelancers and interviewed some established and talented designers to dig deep for the expert advice. Kevin Roodhorst on the other hand, an experienced freelancer from Amsterdam, has recently shifted to be a full-timer with an Agency says “Freelancing is not all roses!” and shared the best way to survive as a freelancer! So, whether you are a freelancer or planning to be one, this issue is a must-read. Go ahead and order your copy here or subscribe to not miss any future issues!


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