Lowe's dCell bags International Film Festival of India account

By , agencyfaqs! | In | November 09, 2004
From designing merchandising, billboards, posters and visual communication to deciding the final look of the venue in Goa, dCell will do it all

The design unit of Lowe, dCell, has been appointed as the design resource for the International Film Festival of India (IFFI). & #BANNER1 & # The event kicks off on November 29 in Goa. dCell will be responsible for developing the visual identity for the film festival.

dCell was recommended to IFFI by 360 Degrees Entertainment (Times Infotainment Media), the event management agency for IFFI.

"360 Degrees is our event management agency for IFFI. As part of its mandate, the company had recommended dCell for producing our creatives. We have closely worked with the dCell team and we found their work to be highly professional," says Sanjit Rodrigues, CEO & nodal officer, IFFI.

Besides the work, the energy of dCell executives impressed Rodrigues to a great extent. "dCell is a committed bunch of high energy people. We are happy to have chosen dCell as our design partners for IFFI Goa 2004," he adds.

The IFFI project is especially significant for the agency, as its gives dCell a window to showcase its strength to an international community. An excited Sabyasachi Mishra, business head of dCell, says, "We are proud to be associated with this event. Our designers are building a set of visual equities, which will give this event a very distinct flavour. Our challenge is to pitch IFFI as a hip, international film occasion, comparable to the Berlinale, Sundance, the Venice festival and the Cannes."

Thus, from designing billboards and posters to deciding the final look of the venue, dCell will do it all. "The task is to package the entire event. Through each point-of-contact visual communication, whether it is merchandising or billboards, we have to take the positioning of the event forward. And most importantly, we have to maintain a synergy of the design," Mishra elaborates.

And, because the event is set to unfold in the land of celebrated beaches and it is about films, these two elements are going to be the principal design features. "Film and beach. We have to express these two aspects in a visually interesting manner. Our styling for this IFFI is very graphic, clean and sharp. The visual identity is also designed for the landscape where it will appear," explains Colette Austin, design director of dCell.

dCell is the identity and design consultancy division of Lintas IMAG (Integrated Marketing Action Group). dCell offers integrated branding and design services to brand owners in the areas of identity, brand architecture, naming, brand migration, consumer and corporate branding, retail, structure and branded environments.

Some of dCell's major clients include HLL India, Coca-Cola Asia Pacific, ITC's tobacco and lifestyle divisions, VIP Industries' Blow Plast, Unilever's Thai Holdings and Egypt, Biocon, MARS Restaurants and Shaw Wallace.

© 2004 agencyfaqs!

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