The idea was to create a calendar, not just disruptive in its form but also one which would be relevant in an age of smartphones and smartwatches. In essence, something to proudly own and display, rather than consigning to the waste bin once the new year begins.

Stories and story telling are deeply entrenched in the nation’s social fabric since ancient times, while Cinema happens to be a common passion. And therein lay our inspiration.

To pick some of the greatest stories which went on to be some of the greatest movies as well, along with the tales behind them. Thus the idea we hit upon was ‘From Books to Blockbusters’. We also created an art form to embellish these stories, in the form of caricatures.

Design elements and their integration

The calendar comes in a slide-in box with a wooden reading stand.

Design touch points

A premium hardcover with a gold-embossed headline. Caricatures and typography inside for the feeling of a proper book, furnished with shots of the actual books and props.

Materials, style elements, design choices

Rendezvous Nature 160 gsm, Galgo FinePapers, back to back pasted

1.75 mm Mill board for case with 120 gsm Lethak Black as lining

120 gsm Beirut Black for box

6 mm Birch Plywood for stand

Design development and process

4 colour offset

Silk screen printing

Gold for logos, for the months of June & December and on the calendar kickstand

Laser cutting to show the year 2017

UV to create the ’20’ of 20 years on the box

A gold electroplated cutout of the logo pasted on the outer box

3 sides gilding on the edges of the calendar

Scale

As its demand grew steadily, the print run shot up from

Value added to the brand

The brand’s stature continues to grow as someone not just about movie distribution but also the authority on Cinema.

Value for the consumer

A calendar which is also an enjoyable book, featuring art and stories. A collector’s item to be displayed and shared amongst aficionados.

Reach/Cultural impact

While India worships cinema and loves its stories, the calendar also helped the brand in reaching out to an international audience as more and more multinational companies ask for it.

Sales

What started out as corporate gifting, had such a response that even other businesses and individuals began demanding it. Eventually it became saleable merchandise, to sustain the high volumes.

Achievement against brief

Highly disruptive, it broke the mould with innovative thought & design while standing out as a collector’s item, reflecting the brand’s ethos.

Other KPIs

Demands for the calendar are high even in the month of April. With plans already underway for a volume