Design crafts

from genius loci of INDIA

IstitutoMARANGONI
Master Design Direction 2010-11

Contemporary Design Analysis 2º

Mohit Arora
1. TOURISM and SELF-BRANDING

Tourism in india is very important industry. There were lot many issues earlier, but they are resolved
with modernization of things and living styles. India is following the concept of promoting since
decades, sometimes by word of mouth of Princess Elizabeth or sometimes by Barak Obama. This time
its India itself is speaking and inviting guests from all over the world with its campaign of Incredible
India. Highlighting the ravishing beauty and wonderful influential culture. In the refereed video
promoting Madhya Pradesh, state tourism by “the heart of Incredible India”, and it actually is with its
wide flora and fauna, and solid history evidences.
The same concept can be applied for Italy, there are beautiful landscapes and culture hidden in every
region of the country. May be SOUL of ITALY clicks.

Contemporary Design Analysis 2º

Mohit Arora
2. Mythologies, Kids and Families, Unity...

Where are the kids, parents, families, relations, emotions? Its hard to find these together in Italy, and if
they are present, but there is not the real fun of family. Imaging you talking to unknown people and
helping them. Social bonding is busy somewhere in working offices. India is full with families and if one
kid sneezes, the whole family takes an off from work. Above image is a latest movie made and
dedicated to the families “we are family” by Karan Johar. Similar ad campaign is highlighted in
presentation, saying be Unite, an intangible relation between society is mentioned. Lord Ganesha and
his brother Lord Kartikeya competed for a race to go around the word 3 times. Lord kartikeya on his
peacock took some time for going around physical world but Lord Ganesha, cleverly took 3 rounds
around his parents and won the race. There is a difference in “YOUR WORLD” and “MY WORLD”.
With this concept of MY WORLD, i conclude the culture of Mythologies, Kids, Families and propose
to be unite.. there is a spectacular world this way, and a real joy of living.

Contemporary Design Analysis 2º

Mohit Arora
3. six SIGMA

The art of accuracy and management, results in a wonderful experience called six sigma. My third case
study is on “Dubbawalla” literally means one who caries box, Lunch box. The dubbawalla carries freshly
home-made food from home to offices. Through the profession seems to be simple, it is actually a
specialized trade that is over a century old and has become integral to Mumbai’s culture. These guys
with a team of 4500-5000, moves more than 200,000 lunch boxes from delivering them to offices on
time and back to houses, all with an extremely small nominal fee and utmost punctuality. The guys are
almost illiterate, but they have an error rate of 1:6,000,000 transactions. Its like 99.999999 which is
astonishing (perhaps unbelievable) degree of exactness. They commute by local train and the service is
uninterrupted even on the days of extreme weather, such as Mumbai’s characteristic monsoons. Some
of them have lectured top business schools of india. BBC has produced a documentary, and Prince
Charles, during his visit to India, made a point to visit them.
I propose this art of accuracy and management of India, to Italian culture of having fast food or food
joints. This could dramatically bring people together, and families can re-unite.

Contemporary Design Analysis 2º

Mohit Arora