We were honoured to be a part of this noble initiative which RRKF have taken to support and promote rural people coming from fragile backgrounds. That was one experience to meet these rural people.
The protection, preservation and promotion of our culture and heritage are the responsibility of each of us as individuals. If we do not contribute our bit towards preserving our culture which are our roots, the day is not far when we will lose our identity and it was an honour for us that RRKF Foundation approached us for entire branding of the Shahpura Gangaur Festival. Shahpura Gangaur Festival is an initiative by RRKF in association with Rajasthan Tourism to celebrate, promote and preserve the culture and heritage that this place holds. Let us take you on its brand campaign tour.
- Concept Building
Building a concept around Gangaur Festival was not done within a day, but it took us almost 2-3 moths to work and develop on it. The entire team viz. content, designing and management team took part in the discussion as how to go about it. The team had all levels of discussions with each other, where each one came up with different set of ideas and some were rejected and some were accepted and implemented with great pleasure.
- Logo Creation
When the task came to logo creation, no one was sure enough about the elements and its colours. The designing team explored the Rajasthani motifs, matki, mandwa, and things alike, but none of them was fitting perfectly. After hours of brainstorming and creating and recreating the designs again and again, finally the team came up with the following logo. It is a perfect representation of the Gangaur festival. It has a Palki in which Lord Isar and Goddess Parvati is being carried in it and the vibrant yellow and pink colour used are a perfect example of what Rajasthani culture is all about.
Design is a journey of discovery and the team of Pathfynder discovered its hidden talent by going through various brainstorming sessions for hours and getting approvals from the creative head of the team. Whether it was banner designing or pamphlet that was distributed throughout the village or exclusive invites being designed or be it the standees that were displayed on the day of the event, all took a while for its creation. The designing was completed on time and it received a great response from the audience.
Conceptualising the video from the scratch and taking the work of video shooting and its editing to greater heights was done within a week’s span of time. The video making was a tedious tasks in itself, because of quiet a few reasons. Firstly, everybody, especially the villagers are not always ready to shoot in front of the camera, they had to be counselled very politely by sharing the details about what exactly was being shot, and only after convincing them, the team of cameramen would make their setup and arrangements of lights and camera accordingly. Secondly, it was for the first time that the music to be used in the video was sung by the local folk musicians of Shahpura. To get the perfect pitch and tone, various rehearsals were conducted and after the folk musicians were ready, they did a fantastic job as you can hear it in the background music of the video. Composing “Hum Hongey Kamyab” song in Marwari version was an innovative concept that gained a great popularity. Thirdly, after coming back to Jaipur, the team had to sit on it for hours for editing the video and polishing it with a final touch. The video was finally ready and on the day of Gangaur festival, it received huge applause in front of a large gathering.
- Making The Event Viral
The buzz about the event was started way before the actual day of the event. Spreading a word on social media platforms viz. Facebook, Instagram, Twitter, WordPress, in the form of creatives and blogging, creating and distributing pamphlets, invites to spread the word about the event in the town of Shahpura and designing banner and standees to go on the day of the event was completed on time and the events received a huge response. The team worked for 10-12 hours every day to plan and execute the entire social media campaign before the event and even after the event.
- Developing An Association With The Department Of Government Of Rajasthan
A strong and bold association between the Department of Government of Rajasthan and Rani Ratna Kumari Foundation was established. The relationship helped us to spread more awareness about the event through Rajasthan Tourism’s social media handles and also their logo was used in all the mediums that were used to spread a word about the event.
- A Long-Term Association With Bloggers
The bloggers play a major role in spreading the word of mouth through different social media channels that they are on. Their reach and visibility helps the brand in attracting more from the lot of targeted market. And yes, we used this to our advantage. Contacting the bloggers to travel with us for live updates along with post event updates was a new trendy thing that we did this time. It helped us develop a long term relationship with the bloggers even for future relevance.
- Live Coverage
On the day of the event, various aspects and elements were covered live on our social media platforms. It included the grand procession of Isar Maharaj and Goddess Parvati, the great band performance, cultural and folk dance performance and various other competitions that thrilled the heart of the tourists and locals present at the event. The felicitation of the awards by Rani Ratna Kumari of Shahpura to the local talent of the village was also a major part of this festival which was covered live by the social media experts and cameramen from our team.
- Post Media Coordination
After the success of the event, we approached various media houses to give post event coverage to the event. It received a tremendous response not only in the town of Shahpura but also in Jaipur.