Film publicity design involves a lot more work than what meets the eye and we had done only two films (Waisa Bhi Hota Hai by Shashank Ghosh/Impact Films and Main Madhuri Dixit Banna Chahti hoon by Chandan Arora/RGV Production) when potentially the biggest film publicity project came to our notice. And this was the color release of the biggest film ever made in India, the epic, Mughal-E-azam. And 2 films old, we dug in our heels for the pitch against all the giants in the business. In fact many of them wanted it in their portfolio and reduced their fees to even half of what the general rate was. Luckily the project led by Deepesh Salgia for Shapoorji Pallonji Group, saw the ideas and nothing else. Our pitch WON the project and we got to design for this epic release. We designed not only the publicity but also venue decor of the spectacular releases in Eros Cinema hall. It was a game changer, we became sought after for publicity design but then we thought, do we want to stick to this as our core business? We moved along and never did another one to keep the aftertaste of this beautiful experience intact.
Warren Turner, an amazing multi-disciplinary designer was the partner in DI from 1999 to 2004 and he brought with him a penchant for outdoor advertising design. DI was retained by O&M in 2001 – 2002 for getting clients for outdoor advertising projects. During this time we did over 200 designs for hoardings (billboards), bus-stops, busses etc