Calligraphy, once a vital part of cultures throughout
Asia, is now a dying art. Qalamkaari Creative Calligraphy Trust in
Delhi, India, is working to reverse this course by organizing
international exhibitions, encouraging calligraphers to create new work
and inspiring a younger generation to embrace the art. This poster
series for the trust’s Qalam Aatma Calligraphy Festival, created by
Ogilvy & Mather’s New Delhi office, communicates the urgency of the
need to preserve the ancient art by creating a visual analogy between
calligraphy and endangered animal species, whose threatened existence is
already well understood.
For the text that forms the images, art director Nasheet Shadani chose popular couplets in three different languages: Urdu for the tiger, Malayalam for the rhinoceros, and Oriya for the panda. Each couplet expresses praise for the script in which it is written.
The ingenuity and artistry of the campaign attracted 21 working calligraphers, who exhibited work in 15 different languages. It also brought plenty of newcomers to the craft, with upwards of 25 people participating in every workshop during the festival.
Nasheet Shadani, art director; Ajay Gahlaut/Riazat Ullah
Khan/Nasheet Shadani, writers; Preeti Koul Chaudhry, creative director;
Ajay Gahlaut, executive creative director; Mushtaq Ahmad/Srikant
Behera/Nasheet Shadani (New Delhi, India), calligraphy; Ogilvy &
Mather, New Delhi (Gurgaon, India), ad agency; Qalamkari Creative
Calligraphy Trust, client.
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