This campaign was crafted to capture the timeless allure of Jammu & Kashmir — a place rightfully called Heaven on Earth. From serene valleys and snow-capped peaks to rich culture and warm hospitality, the idea was to showcase that the state offers far more than just scenic beauty.
We built the creative around the concept of “&” — symbolizing the endless discoveries one can make in J&K. Adventure & tranquility. History & mysticism. Beauty & soul. The ampersand became the visual and conceptual anchor for the campaign.
In addition to the print campaign, we proposed a travel magazine titled “&”, designed to be a curated guide to the countless experiences the region offers. A complementary poster was also created, extending the same thought in a bold, visually rich format.
Jammu & Kashmir changes the way it looks in each season. Hence, we also suggested to design a magazine called '&' which we decided would come out after the end or the start of each new season.
An ampersand poster designed which talks about all that you can find in the state.
