A modest designer label, Swaroop by Swati Bhatia based in Delhi has come up with a unique and creative approach to spread awareness regarding COVID-19. The brand used digitized Phad folk art to convey important health care messages in Hindi to make it easier to understand and relate to the rural population. These messages are designed to be relatable to the population of western parts of India like Rajasthan, because of the use of digitalised craft of Phad painting popular in these regions. Messages such as the importance of social distance illustrated using relatable household comic strips and need for social aid and donation shown through classic figures of Phad and nostalgic scenes of cultural origin are well balanced with crucial information.
What are these posters about?
These posters convey basic health and safety messages as guided by the world health organisation and translate them into a format relatable and understandable to the people of all social backgrounds. Conveyed in both Hindi as well as English and illustrated in the colorful folk art style of Phad which is well received and indigenous to these parts of India, these messages are delivered in a format that is familiar and relatable.
Who are these posters aimed at?
These informative illustrations are designed to be received by the urban as well as rural population of western India. Their intensive familiarity with a number of crafts and art forms make these posters ideal to spread awareness on a critical issue effectively. The well propagated art-form of Phad is a traditional craft of Rajasthan and is recognized and understood by even the intellectually weaker sections of the society. This fusion of information and folk art will help spread necessary instructions on prevention and symptoms of COVID-19 Corona-virus among the lesser educated population as well as will help further popularize the traditional craft of Phad. Also, the messages are delivered in Hindi to make it easier to read and understand by the rural population less familiar with English.
Why did we feel the need to create these posters?
Swaroop is primarily a craft-based brand and COVID-19 has hit the craft industry as hard as any other if not harder. The aftershock of coronavirus has hit the rural areas worse than well-developed sectors of our economy due to no fixed income. Now, a lot of artisans and craftsmen sit at home with the demand for their products reduced drastically. At this time we want to give hope to our revered traditional artists by the use of a medium that they recognize, in a time of confusion and possible panic we want them to receive the Healthcare information they need to keep themselves and their families safe.
We would like to request the authorities to aid us in spreading these posters in the rural as well as urban areas as a beacon of hope and awareness to all alike. And help us popularize caution and prevention of corona and the craft of Phad.