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Jio MAMI 18th Mumbai Film Festival with Star Sneha Mehta | Graduation Project 2017

I think that film festivals provide something that is too often missing in our society: they are a venue where the arts can truly be appreciated. Going to the movies used to be an event, now it’s just something that you do.

Kitab Mahal, constructed in 1890 by a British architect, is on DN Road, a stretch that has come to be known as the Heritage Mile since it is home to several century-old neoclassical structures.

ABOUT: PLEASE SEE// Please See// is a Boutique Creative Agency, taking Indian brands global. With offices in Delhi and Mumbai, the company has grown tremedously over the 6 years that it has been around.

“Please See was born at 35,000 feet above sea level. I pulled out my laptop, used the plane WiFi and bought the URL on the flight,” says Avinash Thadani, co-founder. It is this passion, and nurturing of the ‘crazy ideas’ that makes PS// the unique working environment

that it is. And as a company that is taking on clients from an ever expanding range of industries, this helps us find a unique voice for each of our clients. PS// is a combination of a design shop, ad agency and digital firm but key focus always remains on creating communication for our clients that is memorable and creates impact. What is even better is the near obsession with having our brands tell stories, thus making sure that all of our work has soul and purpose and generous quantities of love. Another obsession is perfection- our Creative Director Pritha Thadani has this value instilled in every employeenothing goes out the door until we’re sure we would br proud to see the work out in the real world.


The very first film to be shown in the very first film festival (Venice Film Festival) was Rouben Mamoulian’s Dr. Jekyll and Mr. Hyde, that was screened at 9:15 p.m. on 6 August 1932


don’t tend to have huge mainstream corporate sponsorship and tend to rely on ticket sales.

There are two different types of film festivals – business festivals and audience festivals. Business festivals include Cannes, Berlinale, Venice and Sundance. These festivals have a large budget, a major competition (Cannes Palm D’Or for example) and a market and business presence. Audience Festivals are those which are smaller and tend to run in a major city (i.e. The Byron Bay Festival in Australia). These festivals

Film festivals are relevant for a large number of reasons. They showcase new and upcoming talent, they build film based communities and they promote tourism and the city in which they are based. At film festivals, cinema fans can see the new -- and sometimes daring -- films they would never be able to find in their local movie theaters. They provide an opportunity for unknown filmmakers to get their movies in front of a real live audience and to have their films reviewed by professional critics, which can often pave the way to commercial success. They bring together cities and communities in ways never seen before.

Film festivals are coming up in cities all over the world, often with specific agendas, or just to celebrate cinema. Every city in the world will more than likely have one.


Andy Warhol at Cannes, 1967

Sundance Film Festival held in Park City, Utah

Berlinale International Film Festival held in Berlin, Germany Michael Caine at Cannes, 1966

Toronto International Film Festival held in Toronto, Canada

And this is why film festivals are so important—because they remain the best venue for film appreciation that we have. The opportunity to watch a movie, surrounded by others who are passionate about movies, is a truly beautiful thing.

Grace Kelly at Cannes, 1955 The Cannes Film Festival in 2014 opened with a gala screening of Grace of Monaco, starring Nicole Kidman as Grace Kelly. The festival is the perfect setting for the film, since it was here that Kelly first met her husband-to-be, Prince Rainer of Monaco.


The Indian film industry has been making a large impact on the world stage for many years – a country fanatical about film. Bollywood has become one of the largest producers of film in the world, and continues to thrive and expand with a worldwide passionate fan bass. Yet India’s contribution to the film industry does not stop there, Bollywood is merely the beginning. From Kollywood in the South East (the home of Tamil cinema), to


Ollywood in the North (the home of Oriya cinema) Indian cinema is vast and diverse. There are film festivals spanning all areas of India, varying in style and audience. Along with celebrating up and coming Indian talent, these festivals also bring the best of world cinema to Indian audiences. In a country that watches the most films in the world, it is no doubt that these festivals have many takers.

Proving that there’s more to Indian cinema than Bollywood, these film festivals bring thousands of films to audiences; reviving film watching as an art, not just entertainment.

Kolkata International Film Festival

Aim is to bring world cinema to the common man by being an inclusive and interactive festival

Pune International Film Festival

With PIFF, Pune is maintaining its pioneering role in educating as well as entertaining cine-lovers

International Film Festival of India

Government organised, founded in 1952, is one of the most significant film festivals in Asia

VIBGYOR International Film Festival

Dedicated to screening short films and documentaries

Dharamshala International Film Festival

Aim to promote local filmmaking and Dharamsala as a destination for cultural tourism

A spread from How To Read A Film by James Monaco



The Mumbai Academy of the Moving Image (MAMI) is a public trust that organizes the annual Jio MAMI Mumbai Film Festival with Star.


In 1997, a group of film industry stalwarts headed by Hrishikesh Mukherjee founded the Mumbai Academy of Moving Image as a not for profit trust. The main intention was to organize an annual international film festival of which the film industry and the country can be proud of. MAMI aims to foster a climate of good cinema. It holds that appreciation of good cinema, stripped off all the limiting labels of art and commercial, can only come about through exposure to the best of films the world has to offer.

Women in Charge

Chairperson Kiran Rao and Festival Director Anupama Chopra stepped in when Shyam Benegal stepped down, with a vision for Jio MAMI Mumbai Film Festival With Star to be shorthand for excellence in cinema.

Previous Logos


amongst others such as Farhan Akhtar, Isha M. Ambani, Anand Mahindra, Riteish Desmukh.

Nita M. Ambani

Karan Johar

Deepika Padukone

Founder Chairperson Reliance Foundation

Filmmaker Producer, director and talk show host

Actor One of Bollywood’s most successful and popular actors


Presenting Sponsor

Supporting Partners

Associate Sponsor


Over the past 17 years of its existence, MAMI has had a couple of different identities. It didn’t matter so much back in the day as the festival was still building itself.

film festivals like Cannes and TIFF have.

But in its 18th year, with the festival larger than ever, they felt that they needed to really establish themselves and what they stood for. Till now there had been no consistency in communication, and no unique voice for the festival in the way that major

It wanted to be inclusive, relatable, younger and more approachable. It needed an identity that could be flexible enough to work across platforms. To do this it required a complete upheaval of its existing visual language.


MAMI wanted to make itself synonymous as the Indian film festival, with its epicentre being Mumbai.

The lack of voice felt by the client was interpreted by PS// as a need for a universal mark. This process entailed every aspect of branding.

Impromptu meeting at the MAMI office in Santacruz- I was wholly unprepared, in wardrobe and knowledge, but I guess I made up for it with enthusiastic posing

THE PROJECT, SUMMARISED MAMI needed a complete makeover, or rather a new image visually and conceptually. They wanted to have an Indian voice that could have a global reach. The backdrop of all this had to be Mumbai, and the festival should celebrate and involve this vibrant city. They wanted to create a responsive identity, language – that could be appropriated by anyone

and can be seen anywhere and can mean a lot of different things; necessary for a film festival that isn’t just about watching films. Yet, the core of MAMI and cinema, is entertainment. The new face of MAMI should be fun and playful, young and dynamic. It should have a loud and distinct personality that demands attention.



On ground collaterals

A universal mark that can be extended flexibly

A website to reflect this new voice

Translate the visual language onto touchpoints for the events


A brand wheel represents the brand as a human being with its fundamental personality traits laid out clearly.

This exercise helps to lay down a guideline or a skeleton for all future activities of the brand. It is possible over many years for a brand to distill its original values and get taken onto different paths, but a brand wheel ensures that this does not happen, and there is always a ready reference.

It details out why the brand exists, what is its USP, who it is serving, what its position is on various subjects, and what it really signifies.

The MAMI brand wheel is detailed out below.


What does the product do for me

How does the brand make me look

Description of Product/Service

How does the brand make me feel


Some thoughts on how to make MAMI more inclusive, more of a presence in and around the city and create an atmosphere of excitement around it.


The idea is to reach out to influencers and partners who can collaborate to spread the word and create exciting activities based around the festival. This

would help engage people other than the festival delegates. There could an extensive calendar organised around the festival that includes all the satellite events and activities put on in association with the partners. This will also be necessary if the MAMI identity and brand is to be more pervasive and recognizable across the city.

How to make the festival inclusive Expand the venues

+ Include public venues around the city like Azad Maidan, Shivaji Park, Bhau Daji Lad, etc + Screenings of classic films + Include more intimate, smaller venues – partner stores and even at various people’s homes Expand locations of ticket sale

+ Partner stores, bars and restaurants + Create a kit for partners to get them involved in the festival and leave promotional flyers and merchandise in their establishments Satellite events at partner establishments

+ Film screenings and discussions + Movie discussions and trivia nights + Concerts related to film + Workshops Interactive installations around the city

+ MAMI murals + Seating areas and benches + Floating Fish Installations + Fish/Mami branding in iconic movie locations College activation

+ Have screenings as part of a mini MAMI mela + Screenings will be complemented by discussions, l ectures, film competitions, trivia competitions and a variety of activities

An important part of our vision is to make Mumbai not just the venue but an integral part of the festival; to get the people involved; to find venues for collateral events across the city. That’s how we can build a sense of ownership.

MAMI Mumbai Film Festival is the platform for new cinematic talent, and is the Indian film festival, with its heart based in Mumbai. It aims to be a shorthand for excellence in cinema.

Bollywood Bazaar store in Mutton Street, Chor Bazaar sells nostalgia and old film posters. The Mansoori family, who for generations have owned this shop, have been in this business for 65 years.

THE SEED IDEA At Please See, all branding projects start with the ‘seeds’. The meaning of this is pretty self-explanatory - for any given project the team brainstorms on a few seeds, one of which will eventually grow into the entire brand and its communication system. The seeds are formulated keeping in mind the vision for the brand, its qualities, aspirations and personality. For example, the seed for unisex underwear brand XYXX was curiousity, leading to an entire brand story and campaign, and even the nomenclature and product detailing, being created with that as the core idea.

When it came to MAMI, there were three main seeds that were considered, and these three signify different aspects of the brand. The ‘Iconic Bombay’ seed ties the brand inextricably to its home city, the ‘Fishing for Talent’ seed heralds the mission statement of the brand and also links it to the coast of Mumbai, and the ‘Dynamism’ seed signifies the shifting nature of the festival’s activities. These seeds paved the way for the creation of many options for identities. It is very helpful to have these seeds as they tie back to the brand wheel and make sure the process stays on track.

Iconic Bombay

Typography, designed objects and elements indigenous to Mumbai

Fishing for talent

Being the platform that showcases new and upcoming talent


A visual style that is flexible, malleable and can be played with


The logo unit is the coming together of the MAMI logo and its sponsors. The intricate lines meet to spell out MAMI in the vernacular language people commonly identify with. If you need fresh waters to swim in, MAMI streams are now flowing.


“Mumbai is a collection of islands, communities, hopes and dreams. Whatever our differences, we put them aside for the movies. MAMI is always looking for fresh talent and in that sense, they are fishing for talent� Pritha Thadani

“You had me at fish” is what John Lasseter, Pixar’s chief creative officer, said after an exhaustive pitch. Finding Nemo became Pixar’s second highest grossing film.



The set of specifics of the MAMI brand. They are strict enough to achieve consistency, but flexible enough to be able to adapt to any requirement this diverse festival might have.


Logo Unit (Print)

The guidelines detail out the identity color usage, sponsor placement, typography and its applications, color palette and some parts of the visual language. Being the first year of this identity, the visual language is still open to evolution and growth.

Logo Unit (Digital)

Logo Unit (B&W)

Travelling back to the era of black and white cinema, here are black and white variations of the MAMI logo which can be used on light and dark backgrounds respectively.

Clear Space

Colour Palette

The MAMI colours stay true to the theme of “Fishing for Talent�. The shades of blue are the soothers, and also represent water. The bright colors add a bit of visual flavor to the identity. This palette represents both, the calm and the chaos that Bombay is.

Primary Typeface

Brandon Grotesque

Secondary Typeface

Goudy Old Style

Most MAMI words will be woven in the Brandon Grotesque. It is clean and friendly, suited best to invite people for a film festival.

Goudy Old Style is the secondary font used for body copy. It has a formal tone to it which gives a good contrast to the primary font.

Secondary Typeface

PT Sans is the highlight font. It outlines all our call out headers. If we want their attention, this font is our go-to weapon.


The explorations finally simmered down to a set of patterns, vector elements and photographs that multiplied in permutations and combinations throughout the collaterals.


The patterns are inspired by waves and fishing netswith enough to cover all needs. The vector elements take the forms of the identity itself and break them apart into smaller, infinitely usable pieces. The alternating between the 4 colors gives the visuals consistency but also an exciting personality.

Vector Elements

Derived from the form of the identity, and fishing metaphors


Inspired by the sea- the patterns include abstract, metaphorical and literal waves and bubbles. Fishing nets also inspired some patterns.


Different images of the sea


Every account in PS has a copywriter assigned to it; what the brand says is as important as how the brand looks. For MAMI the verbal language plan was the keep it fun, witty and light, with


references to the sea/fish/fishing/Mumbai- so as to reinforce the new identity and its meaning. These snippets have been used on posters, merchandise, emailers, banners, hoardings, standees and other MAMI communication.

Mumbai. Movies. Mami Upstream is the new mainstream The new wave of cinema See you at the movies! You can be the next big fish Create waves with your short film Be a part of Young Critics Lab and test the waters

One Festival. Many Emotions. The Upstream Directory Caught on the web Wave hello! We are fishing for new talent MAMI is where Mumbai meets the movies The gateway to Indian cinema

Film festivals are, by definition, a place where movies are meant to be celebrated.

Kangana Ranaut unveiling the MAMI trophy at a press conference

LIGHTS, CAMERA, ACTION! When I started my internship, I was pushed right into the deep end of work. Any initiation I may have had happened simultaneously with deadlines and client feedback. Of course, there’s something to say for this method as well- you do learn the fastest because you have no other choice. I longed for a systematic introduction to the mammoth task of branding MAMI, but there was literally no time. Looking back, I am grateful for it because I do think that it was one of my greatest challenges- and I survived! The collaterals for MAMI were many and variedover 5 months they are constantly putting together some event or the other, and each requires the same level of care. Being a film festival, we incorporated many elements of film itself, like cameras, reels, popcorn etc into our

visual language and fish motif, almost like making visual puns. We did consciously try to steer away from being too cliche when it came to these puns as that would be an easy way out and in line with what many other festivals were doing.

Since we had a new identity that we needed to initiate the audience with, everything needed to be big, bold and beautiful. The fish motif which was projected to be the most recognisable symbol of the festival over they years really had to be played up and reinforced everywhere. This was no time for subtlety.


The normal practice would be to go through all the deliverables in chronological order. However, MAMI presents a special case. The entire set of collaterals can be segregated into 4 categories based on their function.


Each category seen altogether gives one a proper picture of that aspect of the festival. Otherwise we would be seeing a letterhead designed in July followed immediately by a design for a mug, neither giving the other any context.



Items that are extensions of the brand itself, like stationery

Items that attendees or delegates would get as a takeaway



Visual units for each of the individual sub events of the festival

Collaterals and items that do not fall into the other categories

BRAND: STATIONERY The stationery of a brand is often its first impression to the world, especially when it is to carry the name of respected personalities like Kiran Rao. The stationery therefore is on the sophisticated side of MAMI branding and it simple and clean. The identi-

ty is played up over the fish motif. The visiting card was one of my first assignments in office; staying true to my role as in intern, I had to add mobile numbers to each card.


BRAND: SUB BRANDS LOGO The festival has many different properties functioning under the overall banner, some of them even all year round. They needed separate identities for these properties, derived from the main identity. In earlier pitch presentations, the team had created a series of icons that would function as these sub-brand’s marks, but the client felt that they did not work. This led to the Film Club identity being the same as the MAMI identity, with the addition of the name. A few months later, a new brief came to create marks for Movie Mela, Half Ticket and MAMI

Mandi. The first round involved keeping them all in line with the Film Club mark, and only adding the name. Yet the client wanted something with more flair, even thought they synergy would be compromised. We went through many round of options with more figurative concepts (popcorn, camera) and some abstract ones using the fish. The client chose to go back to the original suggestion for Movie Mela, but chose from the options for Half Ticket and MAMI Mandi.


You don’t need a passport to see the world when you have cinema.

MERCHANDISE: PRIZES Until last year the MAMI trophy was inconsistentthe trustees would find a jeweller willing to sponsor a design and that would be it. But this year with the whole branding move, the trophy had to be standout as it would be used every year, and we wanted it to hold a place of pride on the recipients shelves. This was my first assignment on my first day- come up with ideas for the trophy. The series of options the team came up with were a mix of safe and outlandish, the middle option finally getting selected. It is an elegant elongation of the fish identity and has beautiful gold detailing that really brings grandeur to it, along with the deep blue colour. The design part was easy- it was actually making it that was difficult. With a press conference to unveil

the trophy just days away and multiple vendors unable to get the piece right, we scrambled to get the perfect piece in the nick of time. A mould was created to make these so that each piece was identical and perfect. Likewise for the certificate- it is an honour to receive one and the design needed to reflect that. We came up with two options- one that had a envelope within which the certificate would be placed into cut outs that resembled the fish, and the other a laser cut circle showing the embossed identity underneath to give some texture. The envelope design went through with beautiful gold foiling making it look special.



MERCHANDISE: DELEGATE KIT The MAMI delegate kit is given to every single person that purchases a ticket. It is an extension of wearable merchandise through the tote bag and the lanyard tag that identifies the delegate category. It also has promotional items from the festival’s sponsors and partners, and the Movie Mela flyer. Most importantly, it has the main pieces of informationthe festival schedule and the catalogue. The bag was designed to be something people would be happy to carry around for the entire festival, and a great, highly visible place to showcase the new branding. The lanyard tags were meant to be

eye-catching and bright, again something people would be happy to wear. The schedule was one of the most important pieces in this- it maps out all the screenings across the 7 days. With 19 screens and over 175 movies screened multiple times, this was no easy task. Using the color coding system we had created earlier, each film had to be assigned its category color. The color patch contains a small blank circle, which people can use to mark the films they want to watch; I’ve heard that navigating MAMI effectively requires great planning and analysis of the schedule.

Lanyard Tag

Tote Bag

Screening Schedule


MERCHANDISE: VIP DELEGATE KIT This kit is nearly identical to the delegate kit with some additions as it is given to VIPs, jury member and special guests. It contains additional items that the person might need while executing his duties at the festival. The notebook is a simple one with iconic MAMI branding and a call out that mentions Mumbai- a great way to remind international guests of the connection to the city. The folder went through many rounds of options before this one was created- we tried to experiment with different paper and printing techniques like screen print, but budgetary constraints did not allow that to go through. So we went back to the board and tried to do a really

clean, sophisticated identity based design, since it was intended for important guests, but the client still felt it needed flair. The final approved design is the beautiful bright MAMI yellow and is one of the few places where interesting copy (Your Upstream Essentials for the festival) was approved. The Map was my magnum opus- it is a detailed map of the city marking out the restaurant, sightseeing, hospital and hotel partners, as well as festival venues. To create the basic framework of the city, and get an accurate representation in a stylised way required many days and hours of intense concentration. But I am personally proud of how it turned out. The back is intended to function as a poster.


Festival Map of Mumbai

Medical Information Card






MERCHANDISE: WEARABLES Merchandise is such an important aspect of any festival because its always such a personal experience for the audience. It is items they get to touch, feel, wear and actually take home, so that object is a memory of the festival for as long as they keep it. People attach so much emotional significance to these thing; I for one still have my NH7 wristbands from all the years I’ve gone. For the MAMI wearable merchandise, the idea was simple- make the fish the hero. Since the audience

would personally interact with these items, it would provide a great platform to put the fish on a pedestal and really hammer it into peoples minds. We hoped that it would get us closer to the MAMI=fish equation that we want to achieve. They’re also very colorful and bold, and generally attractive to look at, which we hope makes people proud to wear them.

Tyvek Wristbands

Volunteer Tshirt



MERCHANDISE: MUGS It is a running joke between my colleague Aatif and I, that all I ever seemed to be doing for MAMI was designing mugs. It was uncanny though, because every time he passed my computer I would have a mug file open. This only happened because of the number of options and tweaking we did to a simple item like

a mug. But they had to be sent to many important people and celebrities so I guess the finesse did matter. Sure enough, pictures of Shahrukh Khan, Anushka Sharma and Kangna Ranaut holding up the mug were widely shared on social media.


There’s a certain magic that comes about when a large group of like-minded people gets together. That’s true when movies are being made, and when they are being viewed.

EVENTS: OPENING & CLOSING CEREMONY The opening and closing ceremonies of this years festival were easily their grandest events. The venue was especially important. In 1993, after 80 glorious years, the Opera House at Girguam, Mumbai shut down. But 23 years later, it re-opened with the grand opening ceremony of the festival. The reopening establishes the Opera House as one of the cultural landmarks of the city, a cause MAMI can relate to. With such a glamorous venue, the guest list had to match up. The ceremony was attended by the who’s who of the Indian film industry. Invites for these events needed to be as beautiful as the venue and the people attending, and like all things MAMI, have some cinematic flair. We worked the hardest on perfecting and producing these invites, but also had the most fun. The idea was always to create an invite that had some ‘wow’ associated with it; especially when over a thousand people would receive them. It was our chance to establish the sophisticated, quiet glamour of MAMI. We started with some options that had unusual man-

ufacturing techniques- laser cutting, real film reels, translucent paper. The client at first preferred the option that had a cellulose reel forming one edge; however, sourcing the reels was proving difficult, and the design too soon lost appeal. The option the team pushed for, which was eventually implemented was the fish net-laser cutting one. Since the MAMI identity symbolises fishing for talent, the invite was designed in such a way that it appears as if the fish motif is being reeled out of the water; the Closing Ceremony invite features a reverse of the same, with the fish appearing to have been safely caught. This one tiny invite had multiple factors weighing in on it- the venue, the chief guests, the traffic police, the fire department, the event management team. Each had a set of parameters that meant that the final design was locked only on the day it absolutely had to go out for printing. There were so many permutations and combinations that we almost couldn’t grasp them ourselves, but I believe that everyone found their seats just fine!

Opening Ceremony Invite

Opening Party Invite

Closing Ceremony Invite


EVENTS: MOVIE MELA Movie Mela is the only event in India where the spotlight is on the movie fan. The festival picks popular, cult films that have a special place in people’s consciousness and build interactive sessions that reveal how they were made. Filmmakers and actors to do master classes that reveal a side of them that their fans have never seen. There are unique fan experiences through interactive movie set installations. It is a two day event that is full of fun. This year the new additions were the VR Lounge that screened curated virtual reality films (powered by Samsung and Oculus Gear), and a VR installation related to Bahubali. The team of Ae Dil Hai Mushkil and Jo Jeeta Wohi Sikandar interacted with fans and Shahid Kapoor had a session as well.

There were a number of collaterals for this eventsub brands logo, poster, flyer for the delegate kit, standees, schedule board and on ground installations. Since the event is so all out filmy, we went filmy with the design as well. For the poster we created a popcorn box with MAMI fish as popcorn, and a bunting that was the MAMI wave element used to look like a carnival tent. We also suggested a fish inspired pinwheel to bring in some variety but the client insisted on using only the popcorn element. There was a life sized popcorn installation made, and drop down flags that decorated the entrance and inside of the auditorium. The schedule board was placed at the entrance as a handy guide for attendees.



Schedule Board 4X8

Standee 6x3

Drop Down Penants

EVENTS: PLAY @ MAMI PLAY celebrated the youngest medium for storytelling, the internet, through the youngest format of storytelling, the web series. PLAY is a day-long event where we celebrate digital media. It was an event that was unabashed and uncensored. The initial visual was made for as a social media post, and later extended into other collaterals for the event.

the directors chair and the play/pause buttons, using gradients and textures to bring out the digital aspect. But what was more impactful was the laptop that has the MAMI colors in bands, with a web series playing on it, with MAMI detailing. This effectively brought together the elements of film, web and MAMI in a ‘play’ful and irreverant way.

Initially we looked for ways to merge the act of filmmaking with the new digital medium, through

This was translated onto all the other collaterals as well!

Banner 4x6 Social Media

Standee 6x3


Theatre Projections


EVENTS: INDIA IN A DAY Mumbai is home to storytellers and dreamers. It is time that the city’s beloved Mumbai Film Festival expands its horizons and initiates year-round activities that create a much-needed holistic ecosystem for cinema, the film fraternity and film lovers. The Film Club is committed to keeping the festival spirit alive throughout the year by screening the best of cinema. It has also screened ‘Bhraman Naman’ and ‘La La Land’. Footage shot over the course of one day by millions of people in India is combined to create a portrait of the country as seen from the varied perspectives of its citizens, in India’s first crowdsourced film.

Directed by Richie Mehta and powered by Google, this film premiered at TIFF to much acclaim. The event needed an emailer invite, and on ground collaterals like tickets and standees. Since the entire film is made up of small snippets sourced from regular people, we designed the collaterals in a way that highlighted these shots. This made sure that looking at the collateral you would instantly understand that the film celebrates the coming together of India’s vast cultural and geographical diversity. The tickets each feature different stills from the film, giving the recipients a personalised piece of the movie.

Standee 6x3




EVENTS: MASTERCLASS Masterclasses are the events peppered throughout the festival, giving people a chance to get up close to eminent film personalities and hear them discuss film and the craft of cinema. This year, Emmy award winning director Cary Fukunaga visited the festival, to be a part of a panel discussion with Indian filmmaker Zoya Akhtar. Jia Zhangke, recipient of the Excellence in Cinema award at the festival this year, also participated in a panel discussion with acclaimed award winning director Chaitanya Tamhane. There were interactive Q&A sessions post the discussions. Both these masterclasses were important parts of the festivals as both Cary Fukunaga

and Jia Zhangke are very esteemed personalities in the global film industry and added a lot of depth to the festival. The design requirements were an emailer invite, standees and theatre projections. We started with very colourful and bright visuals to bring some excitement to the event, but the client felt that it was too playful for a event with people of such calibre. The final design is quite simple and emphasises the photos of the guests, which is the main feature, with basic MAMI branding.

Theatre Projection


Theatre Projection



EVENTS: COLLEGE OUTREACH The college outreach aimed at involving students in the festival as delegates and volunteers. The festival targeted 25 colleges in Mumbai and Pune, interacting with 5000 students. They needed poster to hand out to students to get them excited about the festival and student benefits. The festival offered students a 20% discount on a delegate pass, and wanted to really play that up. So we started with using an old movie ticket element. This ventured into looking too forced, so we exper-

imented with other film elements- camera projections, reels, and also typographic play on the 20% number. The final design is quite subtle actually, and shines a spotlight on the students. The fish is used typographically to form the V for volunteer, and the yellow really pops against the blue, making it deceptively simple, but quite layered. Luckily there wasn’t much information that had to be conveyed, so we had more room to make the elements big and bold.


EVENTS: OTHER OUTREACH The festival is partners with art galleries, bookstores and restaurants, and used these spaces to spread the word about the festival. Restaurants offered a promotional space for the festival along with discount on food and beverages for festival delegates. 30 restaurants, 15 bookstores and 11 art galleries were used as promotional space. For this we designed posters, tent cards and standees with specific context to the spaces. Since these posters would be seen by anybody with no connec-

tion to the festival, we tried to be slightly humorous and show how MAMI is connected to each of the spaces, and reinforcing the sponsorship of the space through the copy (Now serving etc). We had multiple rounds of options for these collaterals. Initial options had more literal film references like the timings board, and a film reel. Post client feedback, others had no contextual references but were simple like the College outreach posters. Eventually the client chose these options that again were deceptively simple and clean, but had layers.


Standees 6x3


In the true tradition of Mumbai, MAMI continues to delight and surprise us. MAMI is of Mumbai, by Mumbai and for Mumbai.

MISC: HOARDINGS MAMI usually puts out hoardings to help bring in more delegate registrations. These hoardings are usually spread across the city, and have different orientations and sizes. For the team at PS, this was a huge opportunity to put the branding out there. Hoardings are most eye-catching when the images in them are compelling, and combined with clever copy, it makes for a memorable hoarding. The main seed idea, was that since we want to establish the festival as Mumbai’s festival, it should highlight that. We started with ideas for photoshoots of the city and ways in which we could incorporate that with the identity, like the fish shape captured in iconic Mumbai elements, or the fish formed from

streets and architecture, or references to ‘fishing for talent’ through a Koli themed shoot. We even got a photographer on board. However, the client did not have the budget for a photoshoot of this scale, and wanted to go down a vector route instead. We then explored with copy and tried to capture the emotion of watching a film and connecting it to Mumbai. The client felt that this was too filmy, and not the image they wanted to portray. Eventually, three designs were made- one as a standalone for the Movie Mela, one as a general festival standee, and one as a Mumbai themed one.


MISC: GOVT PRESENTATION & FESTIVAL REPORT The MAMI team were pitching to the Government of Maharashtra to support the festival. They needed a presentation that would be impressive, have the MAMI language and incorporate all their information in the best way. This was a 35 slide presentation that had MAMI history, testimonials, examples of benefits of film festivals to the city etc. Since the focus was on how the festival would bring revenue and tourism to the city of Mumbai, we tried to put in as many Mumbai elements as possible to really

drive that message home. The presentation itself is very clean, but bright and stands out over other corporate presentations. The Festival Report was made at the end of the festival to have a collection of data, experiences and events that happened in MAMI 2016. A 90 slide presentation, it is mostly fact and figure, and maintains the same theme as the previous presentation.

Presentation to the Govt of Maharashtra

Festival Report


MISC: SOCIAL MEDIA Social media is the best way to connect with your audience, and has so many opportunities to build a brand. PS was not handling MAMI’s social media strategy, but we suggested some templates that they could use to give the page some synergy, which it was lacking, and bring the new branding into this space as well. There are 9 templates for different kinds of posts.

They are flexible in colours and we made a set of guidelines for type size, purpose etc. for each of them, so that anybody using them would have a reference. We also suggested some kinds of posts they could begin to post on their pages using these templates. I think they have made an otherwise uncoordinated page colorful and fun!


MISC: BMS BANNER & DEADLINE EMAILER The BookMyShow banner brief was simple- make it eye catching enough that people click on it. This banner was featured throughout the app, in suggested events and in the event page itself. The banner is made using the fish-as-camera element and the high contrast of colours makes it bold and attention grabbing. The emailer was to be sent to the MAMI database

to inform them of the film submission deadline approaching. We used a film countdown element incorporated with the fish to create a series of them starting from 10 days. This is classic MAMI branding- a subtle reference to film, a clever incorporation with the branding and a bright and colourful design. This post was also used as social media posts.

BookMyShow Banner

Deadline Emailer


MISC: LAURELS Laurels are the official stamps awarded to prize winners that we see on film posters. They are a mark of pride for the winner, and lets others know that this film has been acclaimed at many film festivals. MAMI wanted a laurel that wasn’t just the regular leaves, but one that was more specific to the festival, like Sundance has.

We worked on some that used the waves in the traditional form, incorporating the fishes and also bubbles. We also did a few options that used the fish hook in a completely unique way. The selected one is sleek and attention grabbing, and also puts the fish in highlight.


I come to MAMI alone every year but always leave with two new friends. I realised that at MAMI the only star is the movie.

THE BOX OFFICE In the film industry, all publicity is good publicity! Luckily for MAMI, attendees and guests took to social media to talk about the festival and share experiences, pictures and feedback. Celebrities shared their personal experiences at the festival, and promoted films and events. This is a huge step for the festival to begin building a proper online presence, where they can communicate with their audience throughout the year.

Twitter was the most active social media platform for the festival, with roughly 5.5 million impressions, with Facebook close behind. Trending on Twitter of various hashtags related to the festival and its events were common. The email database is about 10,000 people, and the website saw heavy traffic throughout the follow up months to the festival.

70,000 footfall

316 crores

from 10,283 delegate registrations

worth of media coverage


424 screenings

foreign delegates from all over the world

of 175 movies, from 54 countries, in 19 screens across Mumbai

THE REVIEWS In the age of social media, its great news to have people talking about you, and even better if the people are famous. The festival was shared all over the internet by delegates and guests and it trended on Twitter multiple times. People shared pictures of events, red carpet appearances, selfies and generally of them having a good time.

Newspapers too featured the festival. English, Hindi, Gujarati and Marathi papers talked about celebrity appearances, movie screenings, interviews and events. Luckily, everyone seems to have had a blast!

THAT’S ALL, FOLKS! It’s so important to do what you love, and icing on the cake is if its for a subject you love as well. There are probably a lot of people who would’ve jumped at the chance of working on a film festival. I can’t say I was one of them; I rarely watch movies and the ones I do are quite mainstream. Maybe I could have brought more to the table if I knew more about films. But if you put your head down, I guess any subject is workable- and until the end of the project that is all it remained for me. But on the last day of the festival, I saw a Ukrainian movie called Graduation, purely because it was the only one running at the time I was free. It was a simple enough story, and rather long. But I think at the end of the movie, as a packed hall moved toward the exit while the credits rolled, with ‘how did you like the film’ cropping up in conversations everywhere, I think I began to get it. There has to be some magic involved in cinema. There has to be something about the medium that reaches out to millions of people, across age, ethnicity, gender.

People may not know how to read, but everyone watches movies. Maybe it fulfils the human need for stories. Maybe its chemical, and its the dopamine surges we love as we mirror the emotions of the characters on screen. Maybe all the worlds a stage, as the bard said, but it just looks better in 70mm. But what it is for sure is a modification of reality- movies amplify what is beautiful and impactful, much like design does. And all of this has taught me that film may not have been my favourite subject, but that magical talent to make experiences out of activities, that all creative people have, is what I love about design. Its not the plot that makes a movie, its what you do with it. Thats my conclusion of this long, often challenging process. And like the hero of a Bollywood movie, the climax is over, I’ve saved the damsel in distress, defeated the bad guys, and it was all worth it in the end.

Graduation Project | MAMI Mumbai Film Festival  

Graduation document chronicling my work at Please See, a design agency in Mumbai. I worked on the 18th edition of the MAMI Mumbai Film Festi...

Graduation Project | MAMI Mumbai Film Festival  

Graduation document chronicling my work at Please See, a design agency in Mumbai. I worked on the 18th edition of the MAMI Mumbai Film Festi...