{"id":1269,"date":"2021-03-03T10:37:12","date_gmt":"2021-03-03T10:37:12","guid":{"rendered":"https:\/\/www.nowform.co\/?post_type=work&p=1269"},"modified":"2023-07-26T11:20:56","modified_gmt":"2023-07-26T11:20:56","slug":"raw-mango","status":"publish","type":"post","link":"https:\/\/nowform.co\/all\/case-study\/raw-mango\/","title":{"rendered":"Raw Mango"},"content":{"rendered":"\n

Other Campaign<\/strong><\/h2>\n\n\n\n

Aposematism is when animals take on visual characteristics to signal that they are venomous in an attempt to ward off predators. Bright acidic colours are a common manifestation of aposematism and became the starting point of our narrative for Other.<\/p>\n\n\n\n

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\u201c“<\/strong>The idea should cost less than 10 rupees,” Sanjay joked. Through Other, we learnt the importance of frugality; relentless editing and abstractness became our approach for the campaign.\u201d<\/strong><\/p>\n<\/blockquote>\n\n\n\n

Founder, Sanjay Garg, challenged us to find meaning in aposematism that could live beside Raw Mango’s brand language. True to the brand, the idea needed to be simple while creating maximum impact; “the idea should cost less than 10 rupees,” Sanjay joked. Through Other, we learnt the importance of frugality; relentless editing and abstractness became our approach for the campaign.<\/p>\n\n\n\n

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Apposematism: A poison dart frog. Image source unknown.<\/em><\/figcaption><\/figure>\n\n\n\n

While Indian nostalgia is a prominent visual device for Raw Mango, surrealism lives as a silent pillar. The label’s first published photo was of Sanjay’s sister with her face painted in the Raw Mango’s primary colour: forest green. Another campaign, Cloud People, imagined a community of cloud-worshipers with painted faces. Iconography and symbolism are abundantly clear to the informed. Antique deity figures litter Raw Mango stores, and symbolic inspirational imagery is plentiful on its social media pages. Even the inspiration for the campaign’s ceramic eyes came from a bronze statue lying on Sanjay’s office desk. <\/p>\n\n\n\n

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\u201cWhile Indian nostalgia is a prominent visual device for Raw Mango, surrealism lives as a silent pillar.\u201d<\/strong><\/p>\n<\/blockquote>\n\n\n\n

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Raw Mango\u2019s Cloud People, 2017 photographed by Ashish Shah.<\/em><\/figcaption><\/figure>\n\n\n\n

Sanjay Garg and Now Form founder Vikramaditya Sharma directed the campaign photographed by Shubham Lodha in Jaisalmer, Rajasthan. We also worked with musician Sid Vashi to create custom music for the short films shot by Vikas Maurya and edited by Akash Sharma.<\/p>\n\n\n\n

Now Form created all the graphics and collateral for the campaign, including a custom animated typeface. We also designed and coded a responsive and interactive web experience that ran for the campaign’s duration. You can view the website here<\/a>.<\/p>\n\n\n\n