Delhi has finally got its own tagline “Dildaar Delhi”. Penned by Delhiite Amit Anand, a cashier in a small confectionery shop in Keshavpuram, the tagline was selected out of 12,000 entries of a competition organized by Delhi government and Delhi Tourism department.
Genius? Not quite. Quick primer (for those who don’t know) – Delhi is locally pronounced ‘Dilli’. ‘Dil’ in Hindi is heart. The <3 kind. ‘Dildaar’ translates to ‘full of Dil’. Delhi and its Dil, naturally, have been the focus of many a phrase (e.g., Dilli Dilwalo Ki). What amazes me is that there was only one ‘Dildaar Delhi’ among 12,000 entries.
Another thing that gets my goat is the thoroughly bland graphic scheme behind it all. For all the bureaucratic brouhaha, we’ve been stuck with silhouettes of the Qutub Minar and Lotus Temple defining the graphic language of any Delhi related campaign for decades. Or the odd tacky animal (remember Appu and Shera? No? I don’t blame you).
So I took the noble task of giving Dildaar Dilli a facelift upon myself.
Simple really. All it took was a powercut, when I could not be seduced by the pleasures of internet. A couple of sketches and some photoshopping later, I came up with this.
For the unacquainted, this is Dilli written in Hindi, moulded in the outline of a heart. Simple and clean, modifiable into a colour of your liking, readable by the aam aadmi.
Obvious? Very. It amazes me that no one (that I know of) had the idea of putting Dilli in a Dil. And that after the blitzkrieg of the I <3 NY campaign.
Is the sarkar reading this?
Like this? Please spread! But please, if you choose to use these logos, keep in mind creative rights and leave credits (to Prayash Giria, i.e., me). Cheers!