How we found ourselves amidst Ram vs Ravan: Round 2.

About

Felicity Theatre is one of India’s leading theatre groups, known for producing contemporary plays rooted in Indian mythology. Their production Humare Ram brought to stage the lesser-known chapters of the Ramayana, featuring a stellar cast led by Ashutosh Rana as Ravan and Rahul Bhuchar as Ram, with original music featuring Shankar Mahadevan, Kailash Kher and Sonu Nigam.

CampaignVisual Communication

Detailed Scope

Publicity Design
Campaign Design
Logo Design
Visual Language Development

Challenge

The title said Humare Ram, but we recognised early that Ashutosh Rana’s portrayal of Ravan would be a strong draw for wider audiences. The challenge was to create a visual identity that could honour both without taking sides. Beyond that, the production aimed to reach the masses, not just the regular theatre crowd. It needed a design language that felt powerful enough to pull in new audiences.

Solution

We designed a new visual language that turned Humare Ram into an experience people wanted to be part of. It connected faith with familiarity and helped the play reach audiences well beyond traditional theatre circles. The final identity stood out across theatres, billboards and screens, helping the play attract wider audiences and spark new excitement around Indian stage productions.

Before the battle began.

There have been many retellings of the Ramayana. Felicity Theatre’s Humare Ram brought to stage the lesser-known chapters of the epic, stories rarely told. Before the lights, applause and full houses, the team at Felicity Theatre reached out to us to create the face of the production. They wanted a publicity design and visual language that carried both reverence and impact.

Felicity’s team had already designed a poster for their pilot run.

It showed Ram and Ravan side by side on a pale backdrop with halo circles. It worked for a start, but felt like most theatre posters. Functional, but forgettable. It would have still pulled in the usual theatre audience, but that wasn’t the vision. Humare Ram was bigger than that. A production of this calibre and emotion deserved a face that could draw in people who rarely stepped into theatres. The kind of visual that could make stage production feel as exciting as modern-day cinema.

Visually, we began in a different place. Early explorations leaned toward a vibrant, energetic, almost Marvel-like palette, filled with wonder & spectacle.

But through rounds of conversation with the Felicity team,
we realised the story didn’t need gloss, but gravity.

While the play was titled Humare Ram, strategically we expected Ravan, played by legendary actor Ashutosh Rana, would draw wider interest beyond regular theatre-goers. The master artwork had to honour both without losing the essence of either. Ram needed to lead the frame, yet Ravan’s presence had to feel equally powerful. It was a visual war, not just of good and evil, but of relevance and reverence.

We built the composition around this tension. Ram stood at the centre, right above the title, calm and composed. Ravan loomed to the side, larger than life, almost eclipsing the frame. The contrast in scale was deliberate, showing that power can stand quietly at the centre, even in the shadow of something louder.

The echo that followed.

The new identity became the face of Humare Ram, used across theatres, billboards and digital campaigns. It gave the production a scale rarely seen in Indian theatre, positioning it closer to cinema in perception and helping it reach people who had never experienced live performance before. Humare Ram felt like an event, something to witness, not just watch.

Our job was to bring the people in, and the Felicity team kept that momentum alive through the power of their performance. The play went on to perform over 300 shows across India and abroad, attracting more than 500,000 attendees, most to sold-out venues. Even years after its premiere, it continues to draw large crowds and travel to new audiences around the world.

More than a successful production, Humare Ram became proof of what happens when strategic design and powerful storytelling work hand in hand, helping spark a renewed public appetite for high-quality theatrical experiences in India.