Mira Felicia Malhotra | malhotra.mira@gmail.com

Communication Strategy for a Dance Event

Guide Rupesh Vyas
Sponsor Sony Music India, Mumbai
Keywords info-graphic;microsite;urban culture;visual language

This project focused on designing communication strategy for the first annual Indian qualifier of the global dance event, UK B-Boying Championships launched by Sony Music India’s independent initiative. An effort by sub-brand Zomba, a hip-hop portal, the winner who would represent India in the global tournament is chosen after eliminations conducted in Chennai, New Delhi, and Mumbai.

As a website, Zomba.in covers all aspects of hip hop and urban culture, performing arts, and visual arts. It is the first hip-hop website to allow users to log in, interact, and post street art and sound files. To increase influence in this space, it was decided to bring down UK B-Boy championships to the Indian scene. It was observed that the same kind of audience from the ghettos/slum dwellers that initiated the culture in the west is the same demographic that has popularised it in India too.

A strategy by which one could appeal to a target audience that was spread across all economic backgrounds was proposed. A logo was created for the Indian qualifier and high fidelity, photography-based key art featuring city monuments and streets of India, with this street dance being performed in the foreground was made. An info-graphic was also created; it would educate people about the history of the dance form, relevant slang words, and facts. A microsite for Zomba.in was made. Finally, a workshop kit that included merchandise and relevant material was designed.

It was challenging to maintain the visual language for such a vast project across various media in one’s capacity as a designer. Once the design process was firmly in place, there was more clarity with regard execution of tasks; it also helped employ strategies that made the project more cohesive.
Communication Design
GD (28)
FVC (13)
ED (6)
AFD (22)
IID (14)
PHD (6)
I.T. Integrated Design
NMD (12)
DDE (11)
Interdisciplinary Design
SDM (11)
DRE (15)
Industrial Design
TAD (10)
TGD (8)
PD (28)
CGD (7)
FID (13)
Textile Design
LAD (13)
TD (23)
ADM (10)