Movies Now, India’s fastest growing English movie channel was screening the best of Charlie Chaplin films as a tribute to the master of silent era comedy. We were briefed to not only create an identity for the festival, but also draw a large viewership for the 4 films that would be screened in the intensely competitive satellite TV market.

The solution was a logo inspired by Chaplin's iconic bowler hat and moustache. We then re-created the logo across various media making it the DNA of the festival. We made posters and press ads for each film to reflect its plot. We extended the graphic across e-mailers, invitations and an animated promo that was aired on Movies Now.The look for the campaign was inspired by post WWI minimalism. To arrive at the grainy black & white look, we photocopied the original multiple times.

Modern Times became the most watched movie amongst all English channels in the week of its screening. Circus, The Great Dictator and City Lights featured amongst the 3 most watched movies amongst all channels. This greatly consolidated Movies Now's position in the intensely competitive Indian market. So not only did we enjoy paying tribute to the man who showed the entire world the value of humour, we were also successful in helping our client gain some much needed business.