2018 was an absolute game-changer for Digital branding worldwide and the same goes at Pathfynder.
Since launching Pathfynder over 9 years ago, we’ve been creating consistently engaging content through writing, designing, photography. We were busy making impressive content for brands which was being noticed.
In 2018, we’re proud that our significant and substantial contribution made a difference in people’s lives and their business
Have kick-started the year with a very novel cause on its first day. It was a shoot for the film on Jaipur Foot for our client. The film was to inspire the youth to involve and connect themselves in a social cause. The film was showcased in the United Nations headquarters in an exclusive seminar organized at the UN Gallery.
Apart from many small and big campaigns, here would love to share some rocking work by Pathfynder.
# Launched a new collection for one of the top jewellery brands of India
Objective- Branding for the promotion of new jewellery outlet
Pathfynder was privileged to have assisted the launch of a new collection for one of the top jewellery brands of India Birdhichand. We’ve assisted the brand in the massive set production depicting a Durbar scene for unveiling their collection while continued to manage the social media. Photography was done by Pathfynder when the Bollywood Diva Sonam Kapoor walked on the ramp for the first time post marriage. All eyes were set on the prestigious jewellery event held in the capital in which the top models, bloggers and fashion designer participated. The Instagram updates rocked with organic growth as the content was published in multiple formats, such as a visual infographic, text with visuals, videos, Facebook Live video, Instagram and even a series of Instagram Stories.
# Gangaur Festival Shahpura
Objective- Building a real connection of rural through Social
The family of the erstwhile rulers of Shahpura and Rani Ratna Kumari Foundation Trust in association with the Department of Tourism, this year presented the colorful extravaganza ‘GANGAUR FESTIVAL SHAHPURA’
This was the first time when the Gangaur Festival happening in the rural town of Shahpura Rajasthan for years finally brought on the World Tourism Map through impressive live media/Digital coverage. Starting from the logo designing to the photo shoot, pre-event buzz through a special movie and post-event coverage on Digital and Print media was done to build a real connection through Social. Also, the use of Facebook Ads helped to reach to audience.
# Campaign for India’s Only Live Photography Contest
Objective- Branding and Awareness towards Wildlife
Like previous six, this year also we did the digital campaign for the 7th Edition of India’s Only Live Photography Contest for India’s top wildlife brand Nature Wanderers. Wild Clicks 7 presented by ISUZU and powered by Canon was conducted in Satpura National Park. The campaign included multiple creatives to go on and offline for digital marketing and other purposes. When it’s live, one needs to keep feeding Social Media machine with live updates. We tapped into the power of influencer marketing and hired influencers for event coverage and promotion.
# Hashtag Campaign for Real Estate
Objective- To generate lead and reach out potential buyers
Hashtags still very much serve a purpose and can be used in many ways to enhance the social media experience. This was a unique Social Media campaign for the real estate client #FirstAtAkshat and #Unretire. The idea was to create all your first memories, be it with your friends or family at Akshat’s Prestigious Township and #Unretire was focused to reach to senior citizens for their second home. The hashtag campaign works extremely well.
It’s the years of hard work that today we are the most preferred brand that people would like to collaborate with. Be it creating a pre-event buzz through blogs or contests or stand alone posts or live coverage of the event. This year the number of events we partnered were huge including –
JLF Musical Stage
The world’s largest literary show on earth, Jaipur Literature Festival is held every year in the city. But what holds special this year for Pathfynder was it being the Promotional Partner for the JLF Musical Stage. Pre-event buzz of the JLF Musical Stage in the form of Contests and took exclusive first hand video bytes of music artists like Kailash Kher and David Gray.
Jaipur Beat, the brain child of Pathfynder got an opportunity to be a digital media partner for one of the most talked about shows in the nation- Talk Journalism. Promotional campaign of the event in the form of blogs, live coverage, creating short video interviews of the eminent journalists and personalities like Karan Thapar, Suhasini Haidar, Ben Wizner, Tulika Devi, Ayaz Menon, Siok Siok Tan, Lotfullah Najafizada along with live tweets. No doubt, all these efforts made the brand memorable.
Other events were-
Photo Exhibition- Hosted photography exhibition in association with Rajasthan Lalit Kala Academy.
As influencer promoted many cafes and restaurants on various occasions including- The GT Road, The Steam, Rambagh Palace, Fort Jaipur and various food festivals like The Travelling Kitchen, The Grub Fest and many others.
Monotony is not our cup of tea. We love to accept challenges and what is more challenging than working on two different genre at the same time. The year 2018 gave the perfect opportunity to team Pathfynder when we worked simultaneously for the two Coffee Table Books one covering the recipes and the other about the life of a doctor. On one hand, it was the food preparation for the photo shoot and the other interviews with the leading doctors to cover their life stories and writing the content for the same. A book ‘Our Recipes’ that contains 116 selected Veg and Non-Veg recipes from the repository of 1349 recipes contained in the three volumes of manuscripts. We worked hard to keep the soul of the book alive. The food was cooked as per the recipes and was then photographed, the content was not tampered with and the designing was kept as minimalistic as possible.
Both the books- ‘The Luminaries’ and ‘Our Recipes’ were published in the year 2018.
Still and Video Photography
Videography and photography are what makes the work stand out and Pathfynder has always been successful in achieving it. We have been using the higher end equipment- drone, go pro, DSLR, 4K, Osmo cameras. Lenses vary from 11 to 600mm. Also, LED lights, Voice recorders, portable Halogen lights, reflectors, sliders, gimball, rollers and of course tripods. Planning the storyboard, getting the props prepared, keeping the lights and camera equipment ready and we are ready to get set go. This year’s highlight in photography were the shoots of restaurants of Rajasthan including Jaipur and Jodhpur and still and video shoots for jewellery showrooms in Delhi and Jaipur.
The objective for the above shoots was to run an effective social media campaign by giving the audience the real-time look and feel of the place.
This year Pathfynder was involved in various short films and videos for the clients. One such project was of an imperial restaurant in Jodhpur. It was different as the fine dining restaurant hosts more than 30+ vintage cars.
We also launched a short movie named as “She” on the occasion of “Women’s day” and with the start of the Pushkar Fair, we released our first movie Pushkar-Beyond Camels and Culture.
The websites for jewellery brands, cafes and restaurants, and heritage properties were the genres that we worked on this year. The website development was a clubbed effort of the designing and content team. Here are a few websites where the team worked upon in the year 2018.
Hotel Fleur, Khaas Bagh, The Forresta, Savio Jewellery, Nahargarh Ranthambore, Tooth n Smile and our own Pathfynder.
And The Highlight was the Election Campaign 2018
As the year was coming to an end, it was the time for Rajasthan Assembly Elections. Pathfynder as an agency was the creative backbone in the earlier Vidhan Sabha elections of 2013 where we did campaigns which are even remembered till date. Carrying forward the track of doing a wonderful job, in the recent elections we handled multiple political figures of different parties. From creating creative and impactful taglines in multiple languages, designing creative with messages/wishes, hoardings, print ads, daily Jansampark schedules, media and press releases all used to be done in a very short notice of time. It was 24*7 work. There were No Sunday’s and No other Off’s.
While so many agencies decided to get sucked into the temptation of hate/fake and negative campaign, PATHFYNDER continued to operate on the fair and positive campaign. We strongly believe that we owe it to our country and hence our social media campaigns continued to be one of the best campaigns of the 2018 elections.
The exclusive campaign on Jaipur Beat for Voting awareness was also well appreciated.
Our motto- Work Hard and Party Hard!
The annual trip to Himachal was the highlight. Driving all the way to Chail, Kothkai and Shoghi and creating beautiful memories on the way was one of the best trips that the team had so far. The entire trip was documented and will be released shortly.
It has been a great journey of 9 years where we have grown and learned by each passing day. Cheers to the team of Pathfynder for its success and reaching new horizons day by day!
Celebrations at Pathfynder
Wish the bar gets higher every year!