When designing the brand campaign for the Times Lit Fest 2018, our challenge was to create a communication strategy that would speak to different kinds of readers while still feeling cohesive under one festival identity.
The reader-led idea of “Book-Trippin" was a campaign that embraced the idea of reading being a fun activity and that literature did not have to be daunting.
The campaign offered a layered brand expression: one that welcomed a broad demographic while strengthening the festival’s credibility with its core literary audience. By balancing accessibility with depth, we helped the festival articulate its mission — to celebrate both the joy of reading and the artistry of writing.
Client: Bennett, Coleman & Co. Ltd. (BCCL), The Times Group, Bengaluru