SWA AWARDS ( screenwriters association india ) Posters

In order to put the magnitude of the campaign in perspective, it would be prudent to state that the whole of Indian Entertainment Industry which encompasses verticals like Films, Television, OTT Platforms, short films etc. was the canvas upon which the importance of screenwriting and screenwriters as a fraternity was to be portrayed.

A vibrant multi-media campaign to promote the awards was conducted to celebrate the screenwriters who are generally under-appreciated while also promoting awareness of the cause that ‘The Screenwriters Association of India’ is working for.

The campaign meant a tightrope walk, where it was to be profound, but also have the glitz and glamour that the industry is associated with. This balance was crucially important in order to make the occasion commercially viable, for ‘The Screen-writers Association of India’, a non-commercial organization that is driven more by the cause than plush budgets.

The client didn’t have a design & language-oriented brand entity until now, and through clean layouts and subtle design-language we were successful in creating one. Keeping in mind the mercurial intellect of the screenwriters, it was imperative that it neither tilted towards overt commercialism, nor towards any put-on aestheticism that would seem pretentious.

Seamless consistency of the established design tone across all platforms meant highlighting the cause and taking it to a harmonious culmination without any jarring notes. The campaign achieved just that and received a lot of accolades on the social media from the writer’s fraternity, fans and also some notable dignitaries across various fields. The press too gave a fair amount of coverage to the campaign creatives.