RERURAL MAHARASHTRA SOCIAL IMPACT CHINMAYEE BAGADE
“THE SOUL OF INDIA LIES IN ITS VILLAGES” MAHATMA GANDHI
VILLAGES OF MAHARASHTRA The majority of Indian population lives in the villages, the Indian economy also is an agro based economy. The soul of India also lies in its villages , its architecture, culture, art forms, languages , biodiversity . Everything that is worth saving. Maharashtra has 35 districts with 378 towns and 43,711 villages.
CURRENT SCENARIO OF THE VILLAGES OF MAHARASHTRA why is basic sanitation, education, comfort, self sufficiency still a luxury that only a few can afford in villages? Why is there such a huge gap in between villages and cities even regarding the basic facilities?
INADEQUATE SANITATION/ INFRASTRUCTURE
THEIR ART ISNT RECOGNISED ENOUGH
THE LIVELIHOOD ISNT ENOUGH
CURRENT SCENARIO OF THE VILLAGES OF MAHARASHTRA why is basic sanitation, education, comfort, self sufficiency still a luxury that only a few can afford in villages? Why is there such a huge gap in between villages and cities even regarding the basic facilities?
THE LOCAL ARTS/CRAFTS/PERFORMING
MIGRATION AS NO JOB
ARTS ARE VANISHING
OPPORTUNITIES ARE AVAILABLE
THERE ARE LESS VISITORS SO LESSER EXPOSURE TO THE BROADER PICTURE
PROBLEM AREA The villagers are falling short of income and opportunities ,there is a huge gap between the urbanities and villagers ,making self sufficient villages a hard goal to achieve, also the inadequate recognition the art and crafts rooted in these villages. The results being migration from villages , vanishing local arts, the villagers remain unexposed to the bigger picture and the people in cities lead their lives like these villages dont exist.
The lack of awareness about the villages amongst the urbanites
OBJECTIVE 1. To increase the footfall of people visiting these small villages around them . 2. To create an aspect of Identity for these villages so that they have a recall value and break the stereostypical image of a village. 3. To sensetize the urbanites about the these villages , their art, lifestyle, surroundings. 4 . promoting rural tourism To connect the present to the past, the avenues to the gallis, and people to people, making history, culture, craft and tradition relevant in a contemporary context.
THE IMPACT Addressing the issues, inviting people to the village/ promoting the villages, promoting rural tourism.
Not only the villages and villagers, even the people who’d be visiting would be benefited
THE VILLAGE
THE VISITORS (The urbanites)
The cultural exchange that will take place. Exposure to the life in cities
Eco friendly rural experiences.
Reviving and popularising the forgotten or vanishing arts and crafts. promoting their Art.
Learning the rooted art forms from the locals themselves.
Increased opportunities in village itself
Understanding Natural living
DEMOGRAPHICS
Target Audience a) The Urban families of Maharashtra and states around . b) As these families keep looking for immediate and quick getaways c) The income Middle class and upper middle class families . d) They are the one’s who definately keep tab on newspapers.
PLAN STARTEGY A campaign by MTDC to promote the villages of Maharastra.
About MTDC Maharashtra Tourism Development Corporation (MTDC) has been established under the Companies Act, 1956, (fully owned by Govt. of Maharashtra) for systematic development of tourism on commercial lines, with an authorized share capital of Rs. 25 crore. The paid up share capital of the Corporation as on 31st March 2013 is Rs. 1538.88 lakhs. The Corporation receives from the State Government financial assistance in the form of share capital and grants. The State Government has entrusted all commercial and promotional tourism activities to this Corporation. MTDC initiates & supports various cultural activities across Maharashtra with the objective to improve tourism in the state. One such example is Sanskruti Arts Festival, Upvan, Thane which MTDC has supported along with TMC (Thane Municipal Corporation)
IDENTITY FOR THE CAMAPAIGN The identity had to be a flexible one that would go with any village that MTDC would promote in the long run. As the campaign stands to connect the present to the past, taking people back to their roots ,to real essence
RECONNECT TO THE ROOTS RELIVE THE HISTORY
re the prefix re1.once more; afresh; anew.
RECOLLECT THE REAL ESSENCE OF THE BEINGS
"reaccustom"
REVIVE THE LOCAL ARTS AND CRAFTS
"revert"
with return to a previous state.
IDENTITY FOR THE CAMAPAIGN The campaign would be called Rerural reaching to people and asking them to ‘rerural’ at the village they want to promote
FINAL IDENTITY FOR THE CAMAPAIGN The final identity consists of the prefix re. in Devanagri,so the strategy used is the prefix will keep changing according to initials of the village that has to be promoted thus the Devangri alphabet will stand as the identity of the village.
rural Maharashtra
wantwadi RERURAL
rural SAWANTWADI
CHOOSING THE VILLAGES FOR THE CAMPAIGN After an extensive research of the villages in Maharastra reading case papers and on the places that i had visited before , following three strikingly different villages were chosen, each one that stood for a different thing
ART SAWANTWADI
ECOLOGICAL VELAS
HISTORY MENAWALI
VELAS Velas is a small eco-village in Ratnagiri district which is famous for the Olive Ridley turtle population that visits the Velas beach every year and lays their eggs. At Velas, turtle conservation movement is undertaken by the villagers. Making that the USP for Velas the promotional illustrations and content were generated taking into consideration the function and the entire look and feel of the villlage .
SAWANTWADI A coastal strip of land, bound by the Sahyadri hills on the east and the Arabian Sea on the west, it is Konkan, rich in mineral resources, and offers long stretches of clean, sandy beaches, overflowing lakes, dense forests, simple people, old temples, curvy roads, and bustling seaside towns. And amidst this all is Sawantwadi. This is a small and picturesque town in Sindhudurg district in Maharashtra, also known for its quintessential Konkani food. But there’s something more unique to the place and that’s in the form of the centuries-old traditional art of making wooden toys, Ganjifas (name given to an ancient card game), and more.
MENAWALI History speaks many things and so are the many historical places nearby Pune with Menawali one among them. Menawali, Satara district, is a village known for Wada, built by Nana Fadnavis, the Maratha statesman from the Peshwa period. Menawali is a tourist spot for this significant monument and is a stop for most tourists visiting the nearby region specially looking for historical places nearby Pune. Meenawali is also spelt as Menavli by locals and pronounced as “may” “navali”. It has rememnants of the old architec-
VELAS
SAWANTWADI
MENAWALI
PRESS AD EXPLORATIONS
PRESS AD EXPLORATIONS
री.
rural Maharashtra
COME RERURAL AT VELAS
250kms From pune
MARCH-JUNE
HELP LITTLE TURTLES GO INTO THE SEA w w w . m t d c . r e r u r a l . c o m
PRESS AD EXPLORATIONS
री.
rural Maharashtra
VELAS
250 kms from pune.
A v i l l a g e f u l l of ec ol og i c a l w on d er s
A walk with the turtles, a dip in the sea. Smell of sweet mangoes in the air, walk beside the mangroves with care, and dont forget to have a rustic meal to nourish,
Rerural at Velas and take back a memory you’ll cherish.
HOARDING EXPLORATIONS
FINAL OUTPUTS PRESS AD (16X25 CM)
री.
rural Maharashtra
VELAS
A village full of ecological wonders
just 250 kms from Pune. A walk with the turtles, a dip in the sea. Smell of sweet mangoes in the air, walk beside the mangroves with care, and dont forget to have a rustic meal to nourish, Rerural at Velas and take back a memory you’ll cherish.
w w w . m t d c . r e r u r a l . i n
री.
rural M aharashtra
w w w . m t d c . r e r u r a l . i n
रༀ.
rural Maharashtra
SAWANTWADI A beautiful village that is home to a 300yr old art form
just 250 kms from Pune.
A pictursque village bound by hills on the east and sea on the west as unique as its location is their century old art of making wooden toys and cards, Rerural at Sawantwadi and walk along the panoramic boulevards .
w w w . m t d c . r e r u r a l . i n
रༀ.
rural M aharashtra
MENAWALI
An old wise village that has backed nature,history and culture just 90 kms from Pune. A new found solace in an old wise hamlet, the temples on the dramatic banks of the river so elaborate, visit the mansion where resides culture and history , Rerural at menawali , follow the secret passegeways and trails to unravel the mystery
w w w . m t d c . r e r u r a l . i n
री.
rural Maharashtra
FINAL HOARDINGS
COME RERURAL AT
VELAS, RATNAGIRI
A rustic village of the exotic Olive Ridley turtles and Mangoes.
just 250kms from Pune.
w w w . m t d c . r e r u r a l . c o m
री.
rural Maharashtra
COME RERURAL AT
MENAWALI, SATARA
An old wise village that has backed nature,history and culture Just 90 kms from Pune.
w w w . m t d c . r e r u r a l . c o m
री.
rural Maharashtra
COME RERURAL AT
SAWNANTWADI, SINDHADURG
Just 350 kms from Pune.
A beautiful village that is home to a 300yr old art form
w w w . m t d c . r e r u r a l . c o m
Same identity was used to make different collaterals, merchandise that would be sold at the MTDC resort.
Same identity was used to make different collaterals, merchandise that would be sold at the MTDC resort.
Same identity was used to make different collaterals, merchandise that would be sold at the MTDC resort.