Rajasthan Tourism, known for its captivating beauty of the tourism space, tapped Ogilvy and Mather, the advertising agency known for its extensive creativity, and Studio Eeksaurus that always tend to deliver unique styles of animation, to revamp and create a new venture in its tourism campaign.
When the state of Rajasthan comes to mind, one paints a mental picture of the majestic sand dunes, the pristine palaces coupled with the beautiful natives soulful in traditional folk music and dance. Capturing a myriad of this beautiful essence in sand, Ogilvy and Eeksaurus created the new logo for the tourism company through a special campaign called ‘Animating Sand Sculptures’.
The moment you look at the logo, you feel there are two camels sitting with two birds flying above but later when you gaze at it, you realise it is a Rajasthani mouthsache with eyes over it. The depth of the logo is conveyed through the clever use of sand and clay relief forms and unique animation technique.
Once the entire 50 seconds animation on paper was ready, each frame was translated digitally to laser cut stencils. These stencils were then worked over by clay to provide the 3 dimensional depth that is seen in the film and then animated over frame by frame with sand as sand is the most essential component of the land of Rajasthan.
Carefully crafted in sand, the story line has been well conceptualised to capture the magnificent state with features that describe it the best. Be it the authentic Rajasthani culture, places of historical importance, the typical Rajasthani dance and folk music, traditional musical instruments or the flock of camels that walk the never ending desert; the element of sand coupled with soulful music gives you many reasons to visit this arid but vibrant state.
Eeksaurus founder and creative director, Suresh Eriyat says, “This project has been very exciting to work on as it gave us the freedom to explore our creative potential to the fullest. The state of Rajasthan creates an immediate recall for what it is built on sand and therefore we decided to capitalise on this factor. Sand animation calls for a great amount of attention to detail and therefore, every movement and change in surroundings has been looked upon very delicately. In keeping the design thought process central to the visuals, we were able to effectively cater to the captivating storyline that comes across in the film, thereby holding true on making each of our films distinct from the other.”
The unique creation of the logo and the neat blend of music and sand truly denotes the essence of Rajasthan and undoubtedly takes you directly to the culturally rich land.