Communication Design
Illustration For Design

7UP Durga Puja
Brand: 7UP
Client: PepsiCo India Holdings Private Limited
Entrant: PepsiCo India Holdings Private Limited

The First List

Entry Title:	7UP Durga Puja
Brand:	7UP
Client:	PepsiCo India Holdings Private Limited
Entrant Company:	PepsiCo India Holdings Private Limited
Confirm:	Poster
Physical media is required for your entry please confirm you will be sending.:	97149
Description:	To mark Durga Puja, 7UP honored West Bengal’s most significant festival with a limited edition visual identity. Tapping into the region’s deep artistic heritage, the brand took a Pujo-centric approach to match the cultural heartbeat of West Bengal and establish heartfelt connections with people during the festive season all about celebrating the victory of good over evil. We embraced the festival’s deep cultural roots and drew from the traditional and now rarely practiced art form of Kalighat paintings, which feature gods and other mythical characters, to create the illustrations. In today’s digital age, the traditional art forms of West Bengal like the folk art of Kalighat are at risk of fading into obscurity. Sharing this art form not only connects with people on an emotional level, but also preserves cultural heritage. We collaborated with local folk artist Uttam Chitrakar from West Bengal, who has been practicing the art form of Kalighat for over two decades. We then seamlessly blended it with the modern and iconic global aesthetic of 7UP to bring the energy of Durga Puja to a limited edition visual identity system.
Company Credits:	PepsiCo India Design Team
Individual Credits:	PepsiCo India Design Team
Individual Credits:	MeMeraki (Illlustration)