Question

Communication Design: Cricket is a popular sport in India. The 12th Cricket World Cup tournament is to be held in England and Wales in 2019. India has already been a champion twice. To win the tournament for a third time, the team needs the support and wishes of a billion Indians. Design a visual campaign for the Indian cricket team to gather support and encouragement from Indians. As part of the campaign, design a 30 feet x 20 feet hoarding to be placed at prominent locations in various cities and towns.

Hint:

For campaign design, focus on a single, strong "Big Idea." A concept that can be explained in one sentence is often the most powerful. Avoid cluttering the design; let the core visual and a concise slogan do the talking.

Answer 1

Step 1: Deconstructing the Design Brief: 
The campaign's goal is to rally national support for the Indian cricket team's bid to win a third World Cup. The key deliverables are three concepts, three slogans, and one detailed hoarding design. The core message should be about national unity, support, and aspiration. 
Step 2: Core Design Principles & Strategy: 
The strategy is to evoke strong emotions of patriotism, passion, and collective hope. The visuals should be powerful, easily understood, and scalable for a large hoarding format. 
Emotional Connection: Use symbols and imagery that resonate deeply with Indians (e.g., the tricolor, national symbols, grassroots cricket). 
Clarity and Impact: The message must be instant and memorable, given the fleeting glance a hoarding receives. 
Creativity: Avoid clichéd imagery of just player photos. Focus on a central, powerful idea. 
Step 3: Detailed Concept Descriptions: 
1. Through sketches present three completely different concepts/ideas. (Textual Description) 
\(\textit{As an AI, I cannot provide visual sketches. The following are detailed descriptions of what the sketches would show.} \)
Concept A - "The Roar of a Billion": The sketch shows a stylized, roaring tiger (India's national animal). The tiger's stripes are not black, but are formed by a subtle collage of countless tiny images of Indian fans cheering. The tiger is looking directly at the viewer, powerful and determined. The composition is minimalistic but impactful. 
Concept B - "From Every Gully to Glory": The sketch depicts a powerful visual metaphor. On the left half, a dusty, narrow alleyway ("gully") is shown, which transforms and widens into the perfectly manicured green pitch of a world-class cricket stadium on the right. A single cricket ball is shown mid-air, traveling from the gully side towards the stadium side, linking the two worlds. 
Concept C - "The Third Star": The sketch shows a close-up of the Indian team jersey over the heart, where the BCCI logo is. Two embroidered stars above the logo are brightly lit. A third, larger star is shown being stitched by threads of saffron, white, and green, held by hands representing a diverse group of Indians (a farmer, a doctor, a student, etc.). The focus is on the collective effort of the nation "stitching" the next victory into history. 
2. Design three slogans for the campaign in English or in any Indian language (with a mention of the language used). 
English: A Billion Dreams. One Team. One Trophy. 
Hindi (Language: Hindi): फिर से विश्व विजय! (Phir Se Vishwa Vijay!) - Translation: World Champions, Once Again! 
Hinglish (Language: English/Hindi): Bring It Home, Boys! The Tricolour Flies With You. 
3. Make a detailed design of one hoarding with slogan. (Textual Description of Hoarding) 
\(\textit{Developing Concept C: "The Third Star"} \)
Visualisation and Composition: The 30x20 ft hoarding is dominated by the close-up shot of the jersey and the hands. The composition is tight, creating an intimate and powerful feel. The BCCI logo is the focal point. The diverse hands entering the frame from the bottom and sides guide the viewer's eye towards the half-stitched third star. The background is a clean, textured dark blue, making the logo and tricolor threads pop. 
Quality of Lines and Detailing: The rendering would be highly realistic. The texture of the jersey fabric would be visible. The embroidered stars would have a slight 3D effect. The hands would be detailed to show their different backgrounds—slight grime on the farmer's hand, the clean nails of the doctor. The tricolor thread would have a subtle glow. 
Colour Combinations: The primary colors are the deep blue of the jersey and the saffron, white, and green of the threads. This creates a patriotic and instantly recognizable palette. The lighting is dramatic, like a spotlight on the star being created. 
Slogan Integration: The slogan "A Billion Dreams. One Team. One Trophy." is placed at the bottom of the hoarding in a clean, elegant serif font. The text is white for maximum readability against the blue background. The official Cricket World Cup logo is placed in the bottom-right corner.