Art Direction for Poster Advertising
Awards
Client NICOBAR
Brand NICOBAR
Agency River Advertising Private Limited
Brief Launch a lifestyle brand Nicobar, which is reminiscent of its namesake island. Nicobar’s design inspiration is ‘laid back’ and effortless. Yet it caters to super-busy contemporary mindset of modern day Indians through its collection of clothing, home and travel accessories.
Scale & Location
 Places that modern, metro centric Indians visit, to get a little bit of relief in their everyday lives. Areas like Kala Ghoda, in Mumbai (where store is located and other curated shops and eateries exist), gourmet designer cafes and restaurants like Café Du Parc in Delhi, easy, non-mall local shopping areas were used to showcase posters amidst natural surroundings- around trees and stairways etc.
Solution
 Lifestyle is a reflection of an individual’s feelings. What you wear, carry or use everyday, reflects your mood, your personality. We created ‘Nicobar Stories’ as a campaign thought to showcase everyday intimate feelings a person experiences. The visual identity is ‘rustic-chic’. The tone is artisanal yet charming to capture the intimate spontaneous lifestyle of modern wayfarers.
Audience
 Those not swayed by glamour. They are comfortably effortless and seek to build intimate connections.
Cultural Context
 The modern day Indian woman is not about proving herself to anyone. More so when it comes to her lifestyle choices. She wants brands that respect her space and reflects her free-spiritedness. She wants no-fuss in life. With Nicobar we have showcased similar women who are wayfarers and spend more time indulging in the discoveries of accidental pleasures in life than harbouring a ‘show-off’ agenda.