NAMASTAY SAFE
PROJECT APPROACH
COMMUNICATION DESIGN
LOCATION
INDIA
YEAR
2020
Winner of D'Source Corona Design Challenge 2020
by IDC School of Design, IIT Bombay
The Indian gesture of greeting- Namaste, is popular across the globe, although the deep
rooted meaning of the gesture is rarely understood beyond the borders. As the word started
gaining popularity amongst the younger generations, it evolved to become “nama-stay”
meaning “I am going to stay” or simply “stay”. This play on words is now used as a
pop-culture reference. Inspired by the vibrant aesthetics of Indian truck art, the campaign
integrates both tradition and pop-culture that is aimed at all social groups.
rooted meaning of the gesture is rarely understood beyond the borders. As the word started
gaining popularity amongst the younger generations, it evolved to become “nama-stay”
meaning “I am going to stay” or simply “stay”. This play on words is now used as a
pop-culture reference. Inspired by the vibrant aesthetics of Indian truck art, the campaign
integrates both tradition and pop-culture that is aimed at all social groups.
A shakehand or a hug can be replaced by a ‘Namaste’, thereby minimizing physical contact
which in turn can decrease the risk of contracting the virus. The three posters form a
progressive series; when individuals take precautionary measures, they are not only
protecting their own lives but also those of the people around them. The background colours
used for each poster underline the emotions associated- blue for stability and security in one’s
life, yellow for joy and warmth of a family, and green for the environment or in this case the world.
