March 23, 2015

The many shades of Kerala by Arosh Thevadathil

by Anusha Narayanan

Arosh Thevadathil, an illustrator and artist who is now charting a path for himself in advertising, comes from a village called Avidanallur in Kozhikode – a little world of its own, away from the cacophony of urban life. As many creatives start out, he loved to draw and colour in his early years and his days in school were overshadowed by the many awards he won in drawing competitions. A serious push from his art teacher made Arosh pursue a Bachelor’s and then Master’s degree in Fine Art from RLV College of Music and Fine Arts in Tripunithura, Kerala.

Slowly waking up to ‘applied art’, Arosh discovered a whole new world when he took up a part-time job as a graphic designer alongside college and finally worked in two more agencies in small roles, before he got his first break as a Visualizer with Stark Communications, an ad-agency based in Kerala. He has finished nearly two-and-a-half years in Stark now and will be joining Ogilvy & Mather in the capacity of an Art Director soon.

We took a peek into his portfolio and picked some of the projects that stood out for us: the Suchitua Keralam and Malayala Manorama campaigns, both heavily illustrated and rich in regional context, like many of his other works as well.


Suchitua Keralam posters 

The brief here was to highlight how careless actions such as littering and dumping garbage have a consequence on our health. The state of Kerala is weighed down by issues of garbage disposal and hygiene, and the posters aimed to dissuade people from littering their immediate surroundings. The visuals are strong, detailed and need no explanation. Arosh uses a pen-and-ink style illustration filling inside the shapes to create a form instead of outlining them. Arosh explains, “each part of the picture tells a story borrowed from the surroundings – the waste on the roads, near the railway track, near the river, waste thrown from vehicles, scavenging animals and so on.”



Malayala Manorama (MM) Brand Campaign

Malayala Manorama is one of the most-loved and widely-read dailies in Kerala. The brief for this campaign was to capture the inimitable Malayalis, their spirit and how there is no one quite like them in the world. The campaign played around with some stereotypes and selected five: 1. The NRI Malayalee (who has just returned with loads of wealth from the Gulf), 2. The movie buff (who always secretly love Hollywood actors, even if they are devout Malayalam movie fans), 3. The football fanatic, 4. The happy-go-lucky carefree Malayali and 5. The pseudo-intellectual Malayali.

His style blends caricature and cartoons, with a distinct curvilinear form and a fun, “celebratory mood”, Arosh developed them around casual conversations with colleagues.

Malayala-Manorama-4 Malayala-Manorama-5

Malayala-Manorama-6 Malayala-Manorama-7


Arosh has also worked on various campaigns for Kerala Tourism, Bekal Tourism and Tamil Nadu Tourism. His work intelligently blends the tourist’s experience of Kerala, scenes from various locations, with folk and traditional art influences. The variety explored is also fascinating as it ranges from quick water-colour styled washes and carefully edited mixes of hand-drawn art and photography to minimal contemporary caricatures on a textured background. The effect somehow always transcends the parts to give an authentic experience of Kerala.


Illustration of Kerala temple celebrations for Kerala Tourism Award invitation


Illustration for Bekal Backwater Advertising Campaign



Illustration for Kerala Tourism Experience Brochure

Take a look at Arosh’s Behance profile for moreпрограмма для взлома wifi aircrack ngпочтолом полная версияанонимайзер для одноклассников бесплатно без ограниченийодноклассники через анонимайзер бесплатноскачать программу для взлома паролей вк

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