At the heart of everything we do, we are communicating and reaching out to our viewer, customer, or employee. Hence, the key difference between art and design is that the former is subjective and the latter is a functional ‘solve’ for an existing problem.
Therefore for all BAD projects pre-production is vital. At this stage, we ask all the right what-why questions, look at research learnings and ask channel heads about the brand position they have in mind for their target audience. We then arrive at a direction, discuss ideas, and finally choose a design route that we all see fit. Finally, we pitch our work to channel teams.
“The exploration exercise is most important. And that’s what has really come to define BAD. This is where we have taken the leap from being a broadcast design team to a design strategy unit,” says Chawla.
No two days for the BAD team are the same. The team grapples with varied assignments for varied target audiences that induce a steep learning curve in skill, creativity and intellect, and the diversity helps break the monotony of a job.
With each brand, we have a new story to tell. “Design is the entry point of a brand in the mind of the viewer. We help define perception and create visibility, and with each brand, we work with a different target audience and a new set of values,” explains Chawla.
For example, with the launch of Star Movies Select, we were positioning the brand to premium viewers, whereas with the launch of Star Bharat, we were communicating to the broader heartland of India. For the former, we used a minimal less-is-more approach, and for Star Bharat, we created aspiration by narrating a story of kid leading others to a promised land of no fear.