PROJECT SUMMARY:
Redtro 106.4 FM was a radio channel launched in 2015 specific to the city of Mumbai. It played Bollywood singles and album tracks tracks only from the retro era of the city from the 1970's to the 1990's, the channel hosted talk shows and sarcastic debates about the city's crumbling infrastructure and the day-to-day struggles of citizens. As the brand was being launched for the first time, an advertising campaign with corporate stationary design had to be designed to assign the brand it's own visual personality.
Research of typical Retro Bollywood visual elements:
STATIONARY DESIGN:
The visual grammar of the brand's corporate identity and stationary also included humorous retro elements like the projection of the individual's face on letter-heads (a visual dig at letter-reading sequences looked like- a talking face juxtaposed on the letter!). The flavour of Mumbai citizen's struggles battling time crunches and surviving in the city was sarcastically brought out by customizing some objects like 'cutting chai' mugs, handkerchief s etc with the titles of popular Bollywood tracks to go with them.
COMMUNICATION DESIGN:
Struggles of Mumbai citizens as documented was sarcastically glamourized with the dramatic hand-painted style of visuals combined with the lyrics of suitable retro Bollywood track. While every brand struggles for grand maximum visibility. pasting these posters in the dirtiest of corners around the city was something broke the visual clutter of advertising.
The focus was more upon bringing back dead media like badly pasted bills and posters from the retro era of Mumbai for better recall value and a more effective launch of the brand.
