Hutch: Navratri four
Wishing you a Happy Navratni.
Showcase Description: Navratri is an Indian festival of dance and music that spans nine nights in October. Every night, locals dress in colourful, long-flowing traditional attire and dance to the beat of drums. The dancing involves a lot of gyrating, whirling and twirling in small groups. We attempted to capture this heady dance in print using op art.
Showcase Challenge: To enhance the Navratri experience, and make Hutch a part of the cultural fabric of the region.
Technical Challenge: The main challenge here was to ensure that the images moved even after
placing an external object (the women) over the op art. Secondly, the illustrations had to reflect the traditional clothes worn by the locals. Some research of optical art and the study of vectors helped us create art with traditional motifs like butterflies and leaves.
Credits: Creative Directors: Piyush Pandey, Malvika Mehra, Art Directors: Amol Ghotkar, Niket Parekh, Anuraag Khandelwal, Copywriter: Satish deSa