Paytm Insider X PVR:
In Theaters Now
During my time at Bakheda Co. in Delhi, India, I had the unique opportunity to work with one of India’s biggest digital media houses - Paytm Insider.
As part of a new campaign, Paytm Insider wanted to create a nation-wide campaign while partnering with India’s biggest movie theater chain, PVR cinemas. They would screen standup comedy specials in over 900 screen across the country. My task was to come up with a series of visuals that were fun to look at and adaptable to different sizes and dimensions, depending on the location and use case. These visuals were meant to be used as prints, hoardings, in-app advertisements, social media posts, and more.
Branding, Graphic Design, Print Design
Designers
Nabhya Parmar
Collaborators
Paytm Insider, Bakheda Co., Anant Ahuja, Prof. Ranjana Dani
Duration
8 Weeks
India’s largest movie theater chain - PVR Cinemas.
Inspiration
Paytm Insider wants to pay homage to the timeless pop design of Bollywood movie posters from the 1970s and 1980s for the campaign's visual aesthetic, emotional expressions in a hand-painted style with colorful overlays and lettering.
Inspiration from movie posters from the 70s and 80s
Research process
In researching for our campaign, we analyzed classic Bollywood movie posters to understand what makes them effective in evoking emotions from the audience. From explosive action scenes to ironic pairings for romantic comedies, we observed that Bollywood movie posters are typically straightforward and literal in their representation of the film's genre and plot.
This approach is also evident in other genres, such as horror, where posters are darker and more ominous, featuring ominous symbols like skulls. Overall, we found that Bollywood posters are designed to grab the audience's attention and communicate the film's essence in a simple and direct manner.
Initial visualizations
Despite paying tribute to the classics, these posters would had an outdated feel to them and might not have appealed to the mass audiences. Our next approach would have to be made more wild and vibrant, using fresh colors, semi-modern type treatment, and intentional aging. Additionally, the name changed from ‘Live at PVR’ to ‘In Theaters Now’.
Final campaign series
In the end, we created 6 posters for 6 different shows as part of the initial launch of the campaign. Each of which were set in a different genre. Rom-Com, Horror, Thriller, Comedy, Fantasy, and Action.
How was it made?
The creative process behind each of these posters involved a lot of exploration, trial and error, and absurdity debates. On the technical side, I used Adobe photoshop, Lightroom, and illustrator to create the right image styling, and color time for the genre this poster would represent.
Modularity and variations
As this was just the first round of creatives to be launched, it was important to also accommodate variations of posters with different opening acts, collaborations, or group events without changing the creative objective.
Variations made from the same original creative.
Size adapts
Lastly, these posters were adapted to the different sizes and dimensions as requested for use on social media, digital advertisements, and print.
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