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AJRAKH: The Exquisite Block Printing Technique
Ajrakh is a mesmerizing block- printing technique with natural dyes that has been practiced by the 'Khatri community' throughout time and history. This project walks you through promotional content created to connect people to this exquisite craft. This project showcases: Detailed documentation, Promotional video, Postcards, Interactive Brochure, Innovative promotional product (Camel cart photo-stand) Poster, Product and Motif Catalogue, Coffee table book showcasing folk tales in comic style and Documentary video to encompass the entire process. This project aims to present the very essence of the craft to the viewer.
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DOCUMENTATION
PROMOTIONAL VIDEO
POSTCARDS
INTERACTIVE BROCHURE
INNOVATIVE PROMOTIONAL PRODUCT
To promote the craft and the artisans of Ajrakhpur, we created a photo frame shaped like a camel cart with movable wheels. Additionally, the frame rotates to showcase the photographs of the craft, lifestyle of artisans and Ajrakhpur.
POSTER
DOCUMENTARY VIDEO
COFFEE TABLE BOOK
The coffee table books is a compilation of beautifully illustrated folk tales of the Khatri community. Illustrated in a comic style, it gives the viewer a glimpse of interesting tales around origin of Ajrakh.
CATALOGUE
The catalogue showcases the exquisite traditional motifs of Ajrakh block print. Photoshoots of garments adorned with Ajrakh motifs are a key highlight of this catalogue.
GROUP SHOOT
EFFORTS BY: APOORVA GARG, GAYATHRI BABU, KHUSHI KOTHARI, RAHUL KUMAR, SHAILY ANCILA TIRKEY, SHREYA KUMAR AND SWATI SARAF
THANK YOU!
