Inscape Insights

Pratik Gadia: From Shark Tank to Bengaluru

Thu, 24 Aug 2023 19:58:41 GMT

Episode 7: Empowering the Yarn Industry Through Innovation and Vision

Welcome back to another captivating episode of the Spinning Values Podcast by Beekaylon. Spinning Values is a branded podcast for Beekaylon Synthetics, produced by Inscape Media on a monthly basis.

In this episode, we have the privilege of diving into the inspiring journey of Pratik Gadia, the visionary founder of The Yarn Bazaar, a revolutionary platform transforming the yarn industry.

At the age of 15, Pratik Gadia embarked on an extraordinary journey in the fabric business, joining his family's fabric manufacturing unit. Over the years, he not only gained intimate knowledge of the industry but also led the family business for a remarkable 7 years. This early exposure equipped Pratik with a deep understanding of the industry's intricacies and challenges, laying the foundation for his future endeavors.

In our conversation with Pratik, we uncover how his experiences in the family fabric manufacturing unit led him to identify significant gaps and pain points within the industry. This realization became the driving force behind the creation of The Yarn Bazaar , a game-changing marketplace for yarns.

The Yarn Bazaar stands as a testament to Pratik's vision of modernizing the yarn industry. It has seamlessly evolved into an efficient and transparent platform where yarn buyers and sellers can engage in transactions with unparalleled ease. Pratik's determination to effect change is evident in his aspiration to make The Yarn Bazaar a globally recognized and trusted name in the yarn industry.

One of the most compelling aspects of The Yarn Bazaar is its unwavering focus on empowering small-scale yarn buyers and suppliers. Pratik recognizes that the true path to industry transformation lies in supporting those who form its backbone. Through proprietary processes and flexible unsecured financing options, The Yarn Bazaar empowers yarn sellers to expand their reach and boost sales, all while enjoying improved margins. Simultaneously, buyers benefit from reduced raw material and procurement costs, ushering the yarn industry into a new era of technology-driven efficiency.

Pratik's dedication to overcoming the challenges that have long plagued the yarn industry is unwavering. Together with his passionate team, he is committed to facilitating the growth of fabric manufacturers and yarn suppliers. Their tireless efforts ensure that these businesses can operate with unparalleled ease, transparency, and fairness, ultimately setting a new standard for the industry.

Join us in this insightful episode as we explore the inspiring journey of Pratik Gadia and the transformative impact of The Yarn Bazaar on the yarn industry. Gain a deeper understanding of how innovation, vision, and dedication can come together to create lasting change in even the most traditional sectors.

Thank you for tuning in to another episode of the Spinning Values Podcast. Don't forget to subscribe and share this episode with those who seek inspiration through innovation. Stay tuned for more captivating conversations on values, vision, and the power of transformative ideas.

Decoding Bollywood

Mon, 15 May 2023 19:20:59 GMT

“It may actually be easier to make a movie than it is to make a movie poster, You have to create something from nothing.”

A film’s poster is considered one of the main key factors in promoting a film before its release. As film publicity designers we only have 3 seconds to hold your attention and convince you to watch the film. People with design literacy are not interested in bad Photoshop job which evokes nothing new. A good poster is an amalgamation of clear positioning and unique execution. KEY ART is a film industry term used for film posters.

People argue with me that when the film’s trailer drops, it takes all attention away from the poster. But based on my experience when the movie does commercially or critically well. People love to hang posters on the wall, not the trailers. And once they get to watch the whole film… they are not interested in trailers anymore.

The list of iconic posters is endless but lets have a look at the few:

ITS NOT AS EASY AS IT LOOKS

Photoshop may have harmed the industry by making it easier for inexperienced designers to put together collage-style posters without the design skills to back them up. A skilled designer’s job is to focus on all poster elements with equal attention. He should be able to work on many projects simultaneously. Its crazy schedule. Any aspiring designer should have good visualization skills.

It doesn’t matter how beautiful posters you can make. What matters is how many posters can you make in a day.

The movie’s logo will usually be designed by the studio as well.

A finished poster contains around 1000 layers in photoshop.

To get everything right one has to keep himself updated about the industry standards. One must regularly browse http://www.impawards.com/ daily to check all updates on latest film or tv series posters across the globe. This website also features a list of all film posters agencies around the world.

A designer should maintain a film poster library to help him in creating unique designs otherwise he may end up creating posters very similar to other films. And if your similar or copied design, whatever people call it: gets media coverage, then it may cause some serious damage to reputation of your agency.

At the end you have to find a fine balance between face of a movie star vs artistic imagery.

Tomasz Opasinski is a very famous film publicity designer currently working in Hollywood. He has designed posters for over 300 movies. He puts some light on this subject precisely:

“People don't realize how much work goes into poster design, They think we have one image, we put the text on it, send it to the client, and they go: ‘Whoo, amazing! Here's $600,000.’ It isn’t like that at all. Poster-making has adopted a factory approach, It’s no longer one dude sitting at home; it's revision after revision and each design goes through a lot of people for approval. Young designers see the glamor, the superstars, and it's not like that,” he says. “For the first 10 years, you see no superstars: you just see your computer.”

A film publicity designer should know about the concept of film’s genre. Because the color schemes and visuals contrasts in each genre. He should watch films from around the globe regularly. You cant design a film poster if you don’t like movies.

DECODING BOLLYWOOD

Those days are gone when artists used to paint film posters. Now days Film poster designing process is a whole network between Photoshop artists, marketing heads, film director, actors, photographers, printers and copywriters. In Hollywood you should expect to be part of a big team: some agencies hire 80 or more designers. But in India, this scenario is completely opposite. Usually 2-3 designers work on a single project. The target audience is low on design literacy. If you pitching for a film, chances are that other agencies are competing against you. It is a competitive market, agencies are ready to slash their prices. And winning a pitch does not necessarily mean it will be your work that is used.

In Bollywood, the film poster design industry has started to grow lately. But Only 3-4 agencies are leading the game. H-ONE, JUMP DESIGN PVT LTD and MARCHING ANTS are very well-known agencies, primarily working for all big Bollywood production houses. The PAN india target audience play a big influence on marketing direction for each film. In Hollywood , design teams are supported by CGI setups and stock image websites. In India this kind of support system don’t exist everywhere. We still don’t have good design institute in india where they teach us photo manipulation on advanced level. Some institutes teaching vfx have photo manipulation classes available in their module.

But against all adversaries, all leading agencies are committed to provide best design solution possible. A prominent agency H-ONE hired international artist Grzegorz Domaradzki for ROCKSTAR film posters.

Agency portfolios:

CREATING A SCENE VS CREATING ICONOGRAPHY

There are various type of design systems you get to learn in design school. But let me make it simple for you,

In Bollywood there are only two systems.

CREATING A SCENE vs CREATING A CONCEPT

In the end it all depends on you, how much you want to extend the limits of what is possible.

Creating an advertising concept based campaign is a real hard work. While to be on safer side without giving much thought designers just create floating heads or recreate scenes from the film.

Big budged movie producers are more concerned about showcasing their film’s scale. Bigger the better. That’s why sometimes designing a scene does more justice to film’s campaign.

For a big budget film, an agency works on 2-3 distinct design routes with having approx. 20 designs in each route. Along with various film title design options. In the end its totally marketing decision, what kind of design system will help sell the film. Because it’s the audience that matters.

A poster is a selling tool. It can be very beautiful but it's not a piece of art. If the audience don’t get it, it will never get to printing.

Understanding the film’s emotion plays big part in GETTING IT RIGHT.

Let's take an example of Spiderman Homecoming, In the first set of creative the positioning is so clear as it perfectly captures the film’s spirit. Spiderman chilling at various NYC spots.

Now let's have a look at this joyless, crowded, floating head creative. Its plain amateurish.

Images don’t appear on same context.

Without any form of narrative. A skilled artist can take all those disparate elements and weave them together into a beautiful composition (example: Harry Potter).

Generally the agency is blamed for a poster’s shoddy work. But frequently it is client’s decision from marketing point of view.

The positioning, copy or tagline as people call it, makes a huge difference in how a designer approaches a particular film. Positioning works like a guiding force where you can never go wrong while conceptualizing.

But an incorrect positioning can project the film in wrong direction.

Other notables taglines:

Alien vs. Predator (2004): "Whoever wins, we lose."
Catch Me If You Can (2002): "The true story of a real fake."
Chicken Run (2000): "Escape or die frying."
Dazed and Confused (1993): "See it with a bud."
Jurassic Park (1993): "An adventure 65 million years in the making."

ALTERNATIVE FILM POSTERS

Alternative posters sound fun but they dont help sell the film. Alternative posters add value to a film once it releases and becomes a hit. Mondo is really famous artist for his alternative film poster work.

http://www.indiewire.com/gallery/the-50-best-mondo-movie-posters/

And if you are one of these lazy people then clearly you don’t need my advice.

Check out my portfolio: https://www.behance.net/hiteshsharma

Shining with the Sharmas

Fri, 12 May 2023 10:22:01 GMT

It's not every day that you get to hang out with a Bollywood star and her supermodel sister. But that's exactly what we got to do when we teamed up with the OTT platform Social Swag to create a reality show featuring Neha Sharma and her younger sister, Aisha Sharma.

With over 18 million Instagram followers between them, these sisters are no strangers to the spotlight. But we got to take it a step further, giving fans an exclusive look into their glamorous lives - think Keeping Up With The Kardashians, but with an Indian twist.

We were thrilled when Social Swag chose us to execute this project, and we didn't waste a single moment. We spent over a month shooting with the Sharma sisters, capturing every moment of their starry existence. From glitzy events to candid moments at home with the crazy Sharma household, we got it all on camera.

In the end, we created 40 episodes of the show, and the response was overwhelming. Fans couldn't get enough of the Sharma sisters, and we're already counting down the days to Season 2. Trust us, this is one show you won't want to miss!

EatSure by Rebel Foods

Thu, 11 May 2023 10:16:30 GMT

Picture this: a pandemic-stricken world where food delivery is the norm, but safety is paramount. In walks Rebel Foods, one of the biggest food tech startups in the country, with a game-changing solution - a delivery bag that ensures the safest possible food delivery.

But they didn't stop there. Rebel Foods teamed up with the creative geniuses at Motherland XD to design a tone-on-tone bag that oozed coolness from every corner. And they needed someone to showcase it in the most awesome way possible. That's where we came in.

Our brief was simple - make the bag and delivery process look cooler than an Arctic breeze. And boy, did we deliver. We created two vibrant and lively films, including a stop-motion masterpiece that showcased Rebel Foods' entire kitchen-to-door delivery process. The colorful, elaborate sets and intricate wireframes for Stop motion added just the right amount of spice to the challenge.

The video was a great success with over 1.5 million views on Youtube and many more on other platforms.

So if you're ready to experience the coolest food delivery ever, check out our films below. We guarantee they'll leave you hungry for more!

Masterclass

Wed, 10 May 2023 10:24:18 GMT

Do you dream of learning from the best in the business? Imagine being upskilled by over 25 legends of their respective fields - from Bollywood star Akshay Kumar teaching acting, to Miss Universe Lara Dutta sharing her modelling know-how, and even cricket superstar Jonty Rhodes teaching you how to field like a pro.

That's exactly what we accomplished over the course of a year, working with OTT platform Social Swag to create a never-before-seen project in India - unique masterclasses with the very best in their industries. And let me tell you, we pulled out all the stops.

With a range of topics spanning everything from dance and yoga to drums, belly dance, crypto, investments, and much more, we had something for everyone. And our instructors? The most accomplished and respected names in their fields.

Over the course of the project, we worked tirelessly to capture every detail of these incredible masterclasses, ensuring that viewers could learn from the best, no matter where they were in the world. And the response was overwhelming - people couldn't get enough of this groundbreaking new approach to learning.

Lays Campaign

Tue, 09 May 2023 10:27:22 GMT

We are simple people, we hear "Ranbir Kapoor", we say "Yes sir!" So when we got the opportunity to work with the legendary brand Lays, we jumped at the chance. Thanks to the amazing folks at Wunderman Thompson and Bombay House Productions, we got to create digital films for the all-new Sizzlin' Hot Lays - and let me tell you, we didn't hold back.

With Ranbir on board, we knew we had to go big. So we put our heads together and created not one, not two, but five launch films for this amazing new product. And the hype and hoopla? Well, let's just say it lived up to expectations.

From the high-energy visuals to the mouth-watering shots of the new Lays, we pulled out all the stops to make sure these films were nothing short of epic. And with Ranbir Kapoor leading the charge, we knew we had something special on our hands.