Hasta La Creative!

Matchboxes from the Subcontinent.

Walking around Mumbai city where I live, one comes across matchboxes everywhere.
Cheap and disposable, they litter the highways and footpaths, often to
be found scattered around any roadside chai stall, cigarette kiosk or
dhaba.

The first one I came across featured an illustration of a killer whale
with a caption that read ‘dolphin’. I found this inaccuracy quite
amusing.

Aside from being great designs, these matchboxes seemed quite random
and they made me smile.

Each design has come to signify a personal memory.

Collectively, the visible scars of the battered boxes tell a story,
mapping the places I have been and the experiences I have had.

The visuals that adorn this collection include historical and
religious iconography, Indian pop culture, appropriated western
imagery, mundane objects, and various animals.

As an outsider, the disparate juxtapositions created through this
series of designs have come to encapsulate quite perfectly the
heterogeneous and hybrid visual culture of modern India.

Channel V Matchbox is a series of idents that were created for music channel.

Funny and quirky focusing the street art culture of India.

Credits:
Director – Sachin Samuel
Producer – Sachin Samuel
Animators – Sachin, Anuj, Wrik, Trinna, Abhishek, Apoorva
Sound Design – Apoorva, Anuj, Wrik, Trinna
Client – Channel V India
Star TV Networks Pvt Ltd India
Production – Channel V Inhouse