January 16, 2010 5:59:07 PM IST Bollywood Trade News Network
The New Year is usually the time to make or break resolutions and to pick up those essential calendars and diaries which run our daily lives. These items of daily use are no longer mundane objects but creative works of art that can also generate social awareness for good causes.
An excellent example is the calendar for CSI-Child Survival India, an organization that strives to improve the quality of life of people with its interventions in the fields of HIV/AIDS prevention and care, Maternal and child health, Women Empowerment and Adolescent/Child education. The calendar is the brainchild of Rajesh Ramakrishnan, EVP Marketing with Frito Lay, who is a passionate amateur photographer. Rajesh wanted to combine his passion for photography with his desire to contribute to a social cause. Deepa Bajaj, the Chief Executive of CSI was enthusiastic about the idea.
Rajesh partnered with Aloke Bose, an advertising and design professional, who is passionate about art and was also keen to do something for society. And thus was born this unique calendar that focused on emotions and moods. The key idea of the calendar was to have 26 pictures each depicting an emotion corresponding to each of the alphabets.