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Research project to understand the contribution of Visual Art that is applied in Indian Communication Art during last 65 years. (1948 to 20013)
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Decoding CAGResearch project by Ranjan R. Joshi to
understand the contribution of Visual Art that is applied in Indian Communication Art
during last 65 years. (1948 to 20013)
After 25 years of CAG’s formation the then outgoing President Mr. Das Gupta
expressed his views which are touching and relevant today.
Then the young Mr. Brendan C. Pereira took over from him and remained
President for next 18 years, after that the young and dynamic Gopi Kukade
took over from him to be the President for the next 10 years.
Now it is the senior and veteran Samir Khanzode kept the CAG
active with his trusted team of Prakash Powale, Gopi Kukade, Gangadhar
Menon and Sunil Mahadik.
Why we need to DECODE this CAG? The reason is simple i.e. The world of
communication is expanding with unimaginable speed.
Image +Text, Visual + Verbal are becoming key factors in development of
modern human civilization. Art is applied for life to make life more
meaningful. Aesthetics is a basic human need like food, Shelter and Sex for
procreation. Commerce is mechanical process devoid of sense of Aesthetics.
Humans are full of desires because of five human senses, the gift of nature.
Today the myth is:”Everything in Advertising is because of that Business,
Commerce management.” Communication Artist of this Guild (Cag) has
pioneered the Art of Indian Advertising since 1948 and still doing when we
see young cub communication artist’s work in Cag’s annual shows.
The veteran Mr. S. Das Gupta handed over the president ship to the next
Mr. Brendan C. Pereira who was instrumental in changing the mainstream
Indian Advertising Art. Mr. S. Das Gupta is nostalgic in the editorial of
the this issue. This issue helps to study the changing scenario of this creative
business. The advertising agencies like Chaitra, MCM,
Rediffusion, Everest, Shilpi, etc. created truly new Indian Advertising art language.
This issue showcases many examples in creative areas like art, copy writing,
typography, photography, film, display design and beginning of photo-montage
illustrations, Applied Photography. The efforts of Mr. Brendan C. Pereira and his
team of Cag’ for starting new categories like Hall of Fame, Art Director of the
year, Copywriter of the year etc. are new added values of all the next
issues. Mr. Samir Khanzode became
the first Art Director of the Year. From this annual such creative person’s work is
showcased. Art Director of the Year was asked to Design the annual.
Decoding Communication Artists Guild (CAG) Formerly had known as Commercial Artists Guild.
1948 to 2013: Total 65 years.
This is an attempt by Ranjan Raghuvir Joshi and Sudhakar Khsirsagar (librarian) encouraged
by present (2013) Cag’s committee to scrutinize nearly 4000 scanned (Digitize) pages of
Cag’s about 48 annuals and also the available assorted material from Cag’s which is
unpublished. Following is the loud thinking to undertake the task.
1) Sorting the articles and Presidents addresses since the first published annual
in 1950 till date.
2) Sorting the sponsored advertisements since 1950 till date.
3) Sorting the winner and showcased art of advertising since 1950 till date. This would be as
per the categories defined in the annuals.
4) Sorting the above said(2) and (3) items as per the prescribed formula of
Late Dr. G.M.Rege’s table of Basic Human Desires that is related to buy any advertise
product. This would help to understand trends during 50s, 60s, 70s, 80s, 90s, and 2000A.D.
onwards…. See Next Slide
5) Sorting the illustrators, the typographers, the visualizes, the designers, the photographers’
and copy writers etc., since 1950 till date.
6) Updating the annuals after 48th issue from the available assorted material from Cag’s
which is unpublished. This will help sort out the student’s category of nearly 15 years after
the closer of Professional category.
7) Many more to document like the unsung heroes who could not come on the periphery of
Cag who have contributed to the growth of visual communication in India.
8) Sorting out Hall of Fame, the Art Director of the year, Copy Writer of the year, the Designer
of the year, the Typographer of the year, the Photographer of the year and the
Guru of the year in education.
9) All would be scrutinized from the angle of biographical, socio-cultural, and as
communication artist’s contributions.
The list of the research done, still this treasure yet to be discover…
The list of the research done, still this treasure yet to be discover…