September 21, 2014

The marching herd of Red Elephants – Kyoorius Student Awards

The second edition of the Kyoorius Student Awards, was felicitated during the Awards night on 13th September 2014, at Kyoorius Designyatra in Goa. Organised in collaboration with D&AD, the Red Elephant – was given to the best student works from across the country. The briefs were specially created by some of the leading brands for the Student Awards in ten categories namely – Identity (brief created by Landor), Typography (by DDB Mudra), Illustration (by L&K Saatchi & Saatchi), Packaging Design (by Creativeland Asia), Motion Design (by Reliance Jio), Graphic Design (by Loco Design), Product Design (by Creativeland Asia), Digital Design (by Star India), and two Open Briefs (by Fastrack and Pidilite respectively).

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Of the many entries received, there were 30 In-book winners and 10 Red Elephants.  The jury for the Student Awards comprised of Ambareesh Chakraborty (Partner – Creative at R.K. Swamy BBDO), Debujyoti ‘Debu’ Purkayastha (Creative Director & Ideator at Rubberstamp), Deepali Shirali (Design Head, Designsutra), Harsh Purohit (Founder Director, Cognito) and Priti Nair (Founder & Creative Director, Curry-Nation Brand Conversations).

 

Identity by Landor

For Identity, the brief was set by Landor for ‘rebranding Doordarshan’, and the new identity – in yellow and black – by Rahul Bhosale of Abhinav Kala Mahavidyalay from Pune won the Red Elephant.

cdd5aff0-ecd5-11e3-95f7-bc764e08a6d0Identity by Rahul Bhosale

 

Typography by DDB Mudra 

In Typography, the brief titled ‘Its True. Typography can save lives too.‘ created by DDB Mudra, asked entrants to create a typographic solution that made “helmet wearing a cool act and remind people to do so, every time they ride a bike”, acknowledging the issue of road safety and deaths by bike accidents. Sumit Roy – the winner for the category – of Maharaja Sayajirao University, Vadodara, created a motion typography which revealed “Helmets are Sexy”.

Paresh Raut (along with team members – Chirag Gander, Safinah Ali and Parimal Chahande) of Indian Institute of Technology, Mumbai also won a Red Elephant in the same category for his swirly ambigram that read Helmet both front-up and upside down.

1ea77b3e-ecd6-11e3-b8ed-bc764e08a6d0Typography by Sumit Roy

6f4d1ec4-2190-11e4-8fd2-bc764e08a6d0Typography by Paresh Raut, Chirag Gander, Safinah Ali, Parimal Chahande

 

Illustrations by L&K Saatchi & Saatchi

For Illustrations, the Red Elephant was awarded to Pragun Agarwal (and team mate Sudeepti Tucker) of National Institute of Design, Ahmedabad and Nikuj Prajapati of Maharaja Sayajirao University, Vadodara. In the brief set by L&K Saatchi & Saatchi, named ‘Ugly to Beautiful‘, the students were asked to identify a part or an aspect of the city they lived in, which they found ugly and create a design solution using illustration to transform it into something beautiful.

15dedbdc-dcd7-11e3-9f1b-bc764e08a6d0Illustration by Pragun Agarwal & Sudeepti Tucker

ef8c5f2a-127f-11e4-afd7-bc764e08a6d0Illustration by Nikunj Prajapati

 

Product Design by Creativeland Asia

‘Fearless’ – as the Product Design brief by Creativeland Asia was named – brought attention to ‘eradicating fear’, by means of designing compact, functional and beautiful medical kits for Fearless Healthcare, who are in the business of creating healthcare products that encourage people to live a life minus fear. The two Red Elephants for Product Design went to Abhinav Rao and Dharmagna Gopani(with team mate Mihir Joshi), all from Raffles Millennium International, Bangalore. The former’s entry looked like an all-encompassing briefcase and the latter’s resembled a box with compartments and slots for different medicines.

90c92548-eca2-11e3-b0c3-bc764e08a6d0 Product Design by Abhinav Rao

42fef0d8-ec96-11e3-b0c3-bc764e08a6d0Product Design by Dharmagna Gopani & Mihir Joshi

 

Packaging Design by Creativeland Asia

In packaging design as well, there were two Red Elephants – one each for Arun K. P. and Ismail C. P., both from College of Fine Arts, Thrisoor and Trivandum respectively. The brief – also by Creativeland Asia – set the task of ‘Rebranding Frooti’, a 30-year-old Mango drink and the first ever drink in India that was available in a tetrapack. The idea was to create packaging that could simply charm the consumer and a “a happy-sunshine-fun bottle label/pack design.”

cd675ee8-1f88-11e4-bfd6-bc764e08a6d0Packaging Design by Arun K. P.

dfa337e8-1fc0-11e4-8e48-bc764e08a6d0Packaging Design by Ismail C. P.

 

Open Brief by Pidilite

And finally, the last Red Elephant of the night went to Rini Mitra of Maharaja Sayajirao University, Vadodara, for the Open Brief ‘A New Fevicol MR’ set by Pidilite, which asked entrants to repackage the 100gms squeeze bottle for Fevicol MR and extend the packaging range to include Fevicol MR Craft Glue as well. The packaging design by Rini represented Fevicol, the brand which has been around for the past many decades, with generation of children growing up using their products, aptly.

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e45d0a0e-ecd8-11e3-95f7-bc764e08a6d0Open Brief entry by Rini Mitra

The establishment of Kyoorius Student Award lends a voice to the student of India to showcase their talent and not just be listed as a winner in some catalog or be framed holding an award on a wall, but to go beyond that. It gives them the opportunity to work on briefs set by industry professionals and be appreciated and credited for this work. It also gives them a window into the professional work, which is quite different from the academic work – a reason why many fresh graduates feel disillusioned at first, upon graduation. It also presents the creative industry, a lens to focus on young talent, nurture it and keep themselves abreast with ideas and insights from the next generation of creatives.  With another edition of the Student Awards successfully concluded, we hope to see more talent in the years to come.

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