When i was little, soon after I read a picture book I would usually forget a considerable amount of the story (a disease that later made tertiary study rather challenging). When I would try to re-think or re-tell the story, all i had was bizarre excerpts which did nothing to communicate the book’s brilliance. I ultimately found myself filling in the gaps with anything I found lurking in my head.

In one story for example, a boy walks from his home to a secret tree-house. I knew something happened in the woods on the way. But what was it? Something to do with a turtle. I think? Or was it a fox? Such an issue was solved by concluding that it was a turtle-fox, ie a half-turtle, half-fox that carried the boy across land and water.

My imagination was actually a little too much in space. My mother recalls that she could leave me in my cot and leave the room for hours. Time would pass I would sit there unfazed by the lack of human contact.

Sadly the thought of a real turtle- fox like animal hardly creeps into my mind today. Yet now when I share my childhood escapades with others, I smile at my previous lunacy.

This campaign for Vividha extracts these same warm feelings. The artwork is beautiful. Each execution has such vivid colour and imagery, and the copy weaves nicely into them. I will be honest and confess I don’t exactly like/understand the Paisley or the Curtain executions. However I have taken the old childhood tactic of ignoring whatever I don’t like /understand (note your mother telling you not to eat the chocolate after you dropped it on the floor. You don’t like her “suggestion” so you ignore it).

This campaign truly has captured the mind of a child. I wouldn’t be surprised if they collected a handful of children, ushered them into a room, and watched them behind a window for 3 days. Unlawful and unlikely, yes. However I know that if I was in that room, hours could go by and i would certainly remain happy as larry.

Advertising Agency): ideas@work, Mumbai, India
Creative Directors: Zarvan Patel, Prashant Godbole
Art Director: Shriram Mandale
Copywriter: Kartik Smetacek

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