For a legendary playwright who was so colourful with his thoughts, and brutal with his words, we had to create communication that was apt. It not only had to reflect the ideologies of Ibsen but also create intrigue amongst the audiences.

The theme of the festival this year was ‘The triumph of good over evil’.

Keeping this in mind, to promote the festival, we designed striking posters and brochures that depicted the various social evils in the country today. Ibsen’s pen literally darts through these evils, destroying them completely.

Taking forward the theme of ‘The triumph of good over evil’, we created 5 posters.

Each poster was stark abstract and minimalistic and depicted an evil prevalent in today’s society.

Ibsen’s biggest weapon was his pen. We used this in all our posters. It is a unifying symbol across the communication and one that destroys any evil that may be.

Instead of it being a regular poster, we used unusual abstract designs to create intrigue amongst the elite theatre going audience.

Ibsen Festival is now slowly becoming a part of Mumbai’s culture. Theatre lovers across the country look forward to it every year.

Communication is a big part of it. Apart from replicating the brilliance of Ibsen’s storytelling, it has to make a mark in the minds of the audience.

The posters were designed as souvenirs that can be treasured for a long time. So were the brochures.

The campaign got Ibsen lovers together across the country for the festival.

The campaign ensured that every play for the festival for house-full.

The outcome was that the festival was popular and so was the communication designed for it.

Henrik Ibsen is one of the greatest playwrights of all times. Over many generations, continents, languages and cultures, theatre practitioners and artists have attempted to present Ibsen in their own way. To celebrate his works, in collaboration with the Norwegian Embassy in Delhi, an Ibsen festival is held each year in Mumbai.

Ibsen’s plays always attacked the prevalent evils of the world and left its audiences with great hope. Keeping this in mind, we came up with a fitting theme for this year - ‘The triumph of good over evil’.

Theatre being a small, niche community, the budget for the campaign was also very limited. The campaign still had to do justice to the magnitude of Ibsen and his works. The communication had to be a window into Ibsen’s work, and yet had to be relevant to the Indian audiences.