/afaqs/media/agency_attachments/2025/10/06/2025-10-06t100254942z-2024-10-10t065829449z-afaqs_640x480-1-2025-10-06-15-32-58.png)
/afaqs/media/member_avatars/b19bc90752f22463c21493ea40ad04dd26b32ea4045d163717734c0181e00e52.png )
Follow UsCompany Brief
Mumbai, December 12, 2011
Taj Holidays, the vacation brand from Taj Hotels Resorts and Palaces, initiated a unique programme titled ‘Melange’ with the students of applied arts from Mumbai, Pune and Goa to develop creative themes for its online campaign. The final round of Melange was held at Rachna Sansad College of Applied Arts where the team ‘Fedayeen’ was judged as the winner for their apt depiction of the brief ‘it stays with you’.
/afaqs/media/post_attachments/23cb2d7004e066695cc5b72a21ce0f67c555b72d2a9be672ec094c9d5f55c762.jpg)
More than 100 students from colleges like L.S. Raheja, J.J. Institute of Applied Arts, Bhartiya Vidyapeeth College of Fine Art, Symboisis Institute of Design participated in the final round of Melange which took place from December 9 – 11, 2011. The students were grouped in 10 teams and asked to design online campaigns on the brief ‘it stays with you’ based on the Taj Holidays’ brand philosophy. The wining team Fedayeen depicted a treasure chest on an elephant’s back, thus associating royalty with the Taj and elephant’s strong memory. The runners up Impromp2 + 8 interpreted the brand Taj Holidays through interactive picture frames on the wall.
Speaking on the occasion, Ms Deepa Misra Harris, VP – Sales and Marketing, Taj Hotels Resorts and Palaces, said, “Melange encourages students to explore their creativity and share their ideas on unforgettable holidays. The programme has been well received by the students in Mumbai, Pune and Goa and Taj Holidays aims to make Melange a national event in the near future”. Taj Holidays partnered with renowned international advertising agency Ogilvy & Mather, Kri, a think tank of the arts and thatzit, a professional design firm to judge the creatives. Along with cash prize of Rs. 20,000/, the winning team was awarded an internship opportunity with Ogilvy & Mather. In addition individual talent was recognized by awarding 4 students with a cash prize of Rs 2,500 each.
For further information, please contact:
Edelman
Tejal Deshpande
Mobile: +919820740004
Email: tejal.deshpande@edelman.com
