In India, English medium education is a privilege which many can't afford at an early age. Most kids, study in vernacular medium schools learning very basic English. In fact, English language is not the first language in most schools. Which is why, In India, English Language Learning Centres are quite popular. People like to learn English to boost their confidence and to gain an edge in their profession/job. The task was to highlight how, half knowledge of the language lands one in a more embarrassing position than not knowing it at all.

The task was to promote Asta Achievers Spoken English course.

Asta Achievers is an institute that specializes in training for the Spoken English course.

TG: Hindi Speaking market in India who are often diffident or lack confidence because of not knowing proper English.

Idea:

People who don't know proper English are often made fun of in the corporate world and in social circles. The idea was to create situations using a unique illustration style (to grab attention) how pronouncing a word incorrectly in social/professional set-ups can puncture one's image.

The illustration demonstrates an everyday situation with the main subject in focus. To dramatize the situation, secondary action is highlighted in the backdrop. The style is contemporary yet unconventional. The silent letter is treated differently to emphasize the idea of a wrong pronunciation.

Process: Hand sketches created to study the characters and situations. Followed by digital rendition of the artwork.

The tonality and the art form of the communication enhanced the brand's imagery in the eyes of the consumer.

Ensured more enqueries and enrollments for the course.

Published in the Lürzer's Archive, Vol 6/2018