In today’s world of instant gratification, you are surrounded by a vast sea of meaningless information. Most content creators try to indulge audiences with memes, jokes, useless trivia- basically, anything that can grab eyeballs. However, there are a few people who use their creativity to highlight the things that matter.
It was a fine morning in June 2014 when two third-year IIT Bombay undergrads were travelling to their internship offices in an auto. It was during the ride that Sahilstarted ranting about how people would hit street dogs for no reason. Being a passionate and creative designer, Chirag quickly pointed out that the duo could create a poster on the issue and highlight it in a simplistic albeit hard-hitting fashion. Intrigued by the idea, they started discussing hundreds of other existing issues. But the bigger idea here was to stand out from the crowd of content producers and create their own signature style of thought provoking design. That is when the name ‘The Minimalist‘ was coined- with the vision of conveying a thousand thoughts through simple and powerful visuals.
Energized by this thought, they started working on different concepts and launched The Minimalist as a Facebook page in late 2014. Slowly but surely, their traction increased as people took notice of their breakthrough ideas. The posters felt like a breath of fresh air and the thought of keeping it simple was really catching up. Within a month, the duo even bagged the Kyoorius Red Elephant, India’s foremost student design award. Their following gradually increased, majorly because they were highlighting diverse pressing issues that no one was really talking about. For instance, their campaigns on Superstitions, Menstruation and Child Labour- issues that are an elephant in our room, became raging successes on social media and were widely appreciated for the effective use of sarcasm and new-age designing. When it came to other issues that were being repeated ad nauseam, The Minimalist yet again delivered ideas that’d make every Indian pause for a while and think before appreciating the depth of the underlying messages. Posters on littering, homosexuality and racism should be enough to demonstrate their prowess at tackling social issues with path breaking designs.
Below is a powerful image series on child labour:
Sahil and Chirag have always believed in the power of creativity and felt that the best way to bring about the action was to inspire people to think. “There are so many blogs and creatives talking about drinking under control, but all of them are just trite platitudes. Instead, we decided to create stuff that’d indulge the grey cells and have a strong recall value” says Sahil. Their poster, which subtly connects drinking with cricket, is the perfect example of how wit and humor can be put to use while discussing glaring problems.”I strongly believe that design like technology, is indistinguishable from magic and if used effectively, has the power to drive the desirable change” says Chirag. It is clear from their niche following, thousands of people have been moved by their minimal art. Owing to their disruptive ideas, the duo also delivered a TED talk titled ‘Simplicity is Contagious’, talking about how they have built their brand of thought provoking designs.
It is surprising; how two engineering students from IIT dove deep into the world of creativity and are using design to bring about changes in our perception. The Logical Indian team appreciates such efforts for good and wishes TheMinimalist the very best for their future endeavors.
Women empowerment is one of the most important words of the present times. It is not a mere phrase but it rather represents a movement, which has been pending for the longest time. However, many have a misconception that educating women, “letting” them work, etc. is all that women empowerment is all about. However, the concept of women empowerment is more of an umbrella term. It intends to involve society as a whole, including men.
We always encourage and applaud a woman who successfully balances both work life and her household. But won’t it be easy for that woman if the load of the work is shared? We see that in our society a woman’s primary role is seen as that of a homemaker. At the same time, her personal likes, aspirations, and dreams are forced to be put on the backburner because of the undue expectation that she has to single handedly manage the household while balancing her career. To give credit where it is due, the times are changing. Men and women of the house are increasingly sharing the workload. However, one can also not turn a blind to the fact that a lot more still needs to be done.
Driving home the same concept, popular brand Ariel has come up with brilliant communication.
The video shows a mother speaking to her married daughter over the phone, all whilst cleaning the mess her son has created. She is absolutely heartbroken when her daughter says that she plans to quit her job since juggling both a demanding job and her household has become too overwhelming. It is during this time that she realises that while she and her husband as parents left no stone unturned to give an all-round upbringing to their daughter, they somewhere forgot to teach their son some basic life skills like cooking and doing laundry so that they grow out to be equally responsible in doing household chores. This is not a story of just one family, but of families across the country. These are some things which everyone must know, not for any other reason, but simply because these are basic tasks which are absolutely essential to survive. And, they make you capable to be equal partners tomorrow!
As Ariel raises an important question-is household work only a woman’s job? We need to ask ourselves the same question. A recent study revealed that the unpaid work done by women around the world amounted to 43 times the annual turnover of Apple Inc. It is high time we share the load and change the narrative that household work is the “duty” of a woman. As the video shows, contributing to the household work is not only a daughter’s work, but the son must contribute his bit too. It is also important for the parents to instil a sense of responsibility in their children, irrespective of their gender so that at any juncture of their lives, they are not completely dependent on another person for basic tasks like these. Ariel has been consistently driving this message and addressing the inequality within households since 2015. The Logical Indian applauds Ariel for coming up with such a brilliant video for depicting such an important concept.