Agency: Pink Cheese Designs
Creative Director: Riba Haroon
Creative Director: Simran Nichani
Illustrator: Lakshana Raja
Project Type: Produced
Client: Jivesh Goenka
Product Launch Location: India
Packaging Contents: Board Game, Sherbet
Packaging Substrate / Materials: Cardboard
Printing Process: Digital Printing
Diwali is one of the most important occasions for gifting in India where everyone loves to up their games and stand out from the rest. Our client wanted to send out a Diwali gift that would promote tradition, bring families together and remain on their shelves long after the festival was over. The heart of the festival is the concept of good vs. evil, light vs. dark and the Lord Ram triumphing over his arch nemesis the Demon Raavana.
So, for this gift box we decided to combine Indian Mythology with India’s favourite pass-time, the Indian Premier League. The Indian Premier League is India’s Cricket League with each team representing a different state in the country. If there’s anything Indians love more than their Mythology, it’s their cricket. In a country where Cricket Players are given God-like status, we created two fantasy teams “Rambo Rams” and “Raging Ravans” to pit members of the family against each other while still learning about the characters of the Ramayana in an inclusive way.
We used the Snakes and Ladder game board, one of the traditional games originated in the country, to serve as our proverbial pitch for the epic match between the “Rambo Rams” and the “Raging Ravans”. We created cute, modern and simplistic illustrations of the important characters of the Ramayana to populate each of the teams. The players were also handed sherbet bottles replete with cheesy 90’s Bollywood humour to cool off when the innings got heated.
Translating Indian Mythology into the Indian Premier League to tell the traditional tales of the Ramayana in a modern, fun way that would resonate with all members of the family.