By Shreya Negi

Mandated with the responsibility of conceiving and managing the multimedia campaign for India’s Presidency in the recently concluded G20 Summit, McCann Worldgroup in collaboration with sherpa Amitabh Kant made over 200 AVs. Additionally, the created 1000 design creatives that were displayed on every highway and by-lane in India.

The challenge, however, was bigger than it seemed as the advertising landscape in India is dominated by traditional TVCs and social media campaigns comprising short media content and design has never been a language upon which we see entire campaigns being created.

With the campaign for the G20 however, the design team led by Rajit Gupta, Executive Creative Director, McCann Worldgroup, took the opportunity to do just that and ended up making this design-led campaign one of their success stories.

Hence, to get a behind-the-scenes view into what went behind the making of India’s one of the most recent and successful design-led multimedia campaigns, BestMediaInfo.com sat down with the man behind it all, Gupta. The discussion delved deep into the making of the logo, tagline and OOH designs.

As per Gupta, it all started with the Government of India calling an open logo competition for the G20 Summit, nationwide, followed by McCann Worldgroup being mandated with the overall communications.

Read the full story https://bestmediainfo.com/2024/01/inside-mccann-worldgroup-s-atypical-designfirst-campaign-for-g20-summit-in-india