ADVERTISING CAMPAIGN (DESIGN SCHOOL PROJECT)
Tour de India is a cyclothon with the aim to promote cycling as India’s next big sport and get more and more people to embrace the activity as a passion.
Concept Although it is not very well known as a professional sport, cycling has always been the common human's vehicle. Bicycles still remain the most important mode of transport in rural India. They are also used to deliver gas cylinders, eggs, bread, etc. all over India. 'Everyone is in the race' stands for the ubiquitous, cycle driving common human of India. This campaign is an attempt to bring together people from all walks of life and rekindle the passion for cycling, not just for a select few but for everyone who enjoys it regardless of their gender/ age/ status.
Process Once the concept was in place, I experimented with the illustration style till it was something that i thought portrayed the spirit of the event. Although I made sketches on paper during the ideation phase, the project was created entirely digitally (On Adobe Photoshop with Wacom pen tablet)