Business Name: Kalakendra Society for the Performing Arts of India
Contacts: Mahendra Shah/President, Amal Naik/Chair of Marketing, Sean Brennan/Board of Directors
Business Address: Does not have a physical location. Performances are held in various locations throughout the area.
Phone and Email: contact one of your instructors for this information
Objective: To introduce, promote and enhance awareness of the various performing arts of the Indian subcontinent (e.g. India, Pakistan, Bangladesh, Nepal, Sri Lanka, and culturally cognate countries) through presenting concerts, classical dances, recitals and lecture-demonstrations in the greater Portland-Vancouver area.
Business Category: Non-Profit Arts Organization
Target Audience: Anyone with an interest in Indian Arts and Culture. They want to target a younger audience as well.
Philosophy/history: Created in 1987 and has run continuously since without missing a season or canceling a concert. Programs are performed by internationally acclaimed performing artists, local artists and young and upcoming artists.
Business Obstacles: Lost some funding, but regained it and now want to build upon it and reinvent. They want to rebuild membership and their audience. Audience education. Also, their brand isn't consistent. Lack of awareness.
Employees: 10-15 member board (not paid)
Future Plans: Increase membership and attendance to concerts, create a consistent look for Kalakendra across all media platforms, rejuvenate our endowment, educate our audience and the larger Portland community on Indian classical music.
Existing Marketing Materials: Logo, handouts, posters, banner, cds, website
• visual identity / language: typeface & color
• mark / logotype / catch phrase / ID system
• 1-2 posters and concert programs
• newspaper ads
• Signage (banner other environmental items for performances)
• Website front end design / web store for cds / email templates
• cd packaging
Budget: $400-500 Dollars
Client Presentation Date: Tuesday 2/9 at 2:15
Other Notes from Kalakendra to consider:
We want the Kalakendra brand to evoke these feelings and associations in the audience when they see the Kalakendra visual image, read or hear the slogan, etc.:
Color: vibrant, rich, saturated : The kinds of colors that women use for saris. We want the audience to feel as though Indian classical music and Kalakendra evoke India's colors.
Sunshine and light: as with color, we want the audience to feel as though Indian classical music and Kalakendra take them to a place of sunlight or light in general.
Joy: we want the audience to associate Indian classical music with a feeling of joy, either a quiet inner joy or a more extroverted, carnival-like joy.
Out of the ordinary: we want the audience to view Indian classical music and Kalakendra as something that brings an unusual or out of the ordinary experience into their lives (but stopping short of injecting exoticism into the mix. We don't want Indian classical music to be viewed as something alien or "other" but rather as valuable on its own terms and, in Oregon, as a part of the cultural mix)
Authentic: we want the audience to feel as though Kalakendra is bringing them an authentic experience of Indian culture, not something dumbed-down or made more palatable to cater to perceived American tastes. This doesn't exclude fusion, but audiences should be able to expect that even fusion presentations draw from authentic Indian and western sources. Here, we'd want to evoke Indian and South Asian images and symbolism without using clichéd images or symbolism.
Quality: we want the audience to associate Kalakendra with music and dance performances of consistent high quality.
Interactivity: we want the audience to view Indian classical music as approachable, as creating connections between people in the audience and the artists. The Kalakendra brand itself or Kalakendra"s use of the brand should convey warmth and approachability.