Call-a-kahaani

I was tasked with developing a comprehensive brand identity for Call-a-Kahaani, an innovative IVR-based storytelling experience that narrates entrepreneurial journeys over the phone. The goal was to create a strong visual identity that communicates both the technology-driven, interactive nature of the service and the warmth of traditional storytelling, while also designing an engaging Instagram social media campaign to promote the service and build a loyal audience.

Design

For

Logo and Brand Identity, Campaign design

Udhyam Learning Foundation

Year

2021

Call-a-Kahaani, a product incubatedunder Udhyam Learning Foundation’s Quality and ScaleLab, is a motivational audio-story platform for ages 24and below built upon Interactive Voice Response (IVR)technology and accessible to every child, without theneed for internet.

The logo was designed with simplicity and clarity in mind. The central element features a phone icon intertwined with an open book, symbolizing the convergence of modern technology and timeless storytelling.

Mascot - Piku the parrot

Mascot Design: I had the opportunity to design a playful and engaging mascot, Piku the Parrot, who brings the brand’s core values to life in a fun and approachable way. Piku is more than just a colorful character—he is a metaphor for the IVR-based storytelling service, acting as a friendly, whimsical presence that connects with users and delivers inspiring, motivational stories.

Character Concept: Piku the Parrot is imagined as a curious, energetic, and wise bird, whose vibrant feathers mirror the lively and welcoming spirit of Call-a-Kahaani. Piku represents the idea that stories have the power to fly into your life, much like a parrot visiting your window to share a tale. He embodies the IVR platform by symbolizing the idea that, just as a parrot can easily fly from place to place, Call-a-Kahaani delivers stories directly to users, wherever they are—effortlessly and conveniently, via a simple phone call.

Design and Personality: Piku is designed to be both approachable and energetic, with bright, inviting colors like green and yellow that echo the warmth of the stories shared through the service. His big expressive eyes and playful posture create an engaging, friendly character that resonates with audiences of all ages. With his distinct personality, Piku is not only a mascot, but also a companion that guides users through a journey of inspiration, positivity, and motivation.

The Storytelling Metaphor: Just like how a parrot can fly and perch on your window to speak, Piku brings stories directly to the user, serving as a metaphor for the easy access and convenience of Call-a-Kahaani's IVR platform. Whether you’re looking for a motivational story to start your day or an uplifting tale to inspire you, Piku is there to deliver it, just a phone call away. His role goes beyond simply telling stories—he encourages users to believe in themselves, to pursue their dreams, and to feel empowered through the stories he shares.

Brand Connection: Piku perfectly embodies the essence of Call-a-Kahaani—a platform for stories that are easily accessible, rich with meaning, and designed to inspire. He acts as a bridge between technology (the IVR system) and human connection (the personal, motivational stories). The playful, yet wise nature of Piku invites users to connect with the brand on a deeper level, while his positive, motivating character aligns perfectly with the goal of Call-a-Kahaani: to inspire and empower people through the magic of storytelling.

Piku's presence as a mascot brings an added layer of warmth and personality to the brand, making Call-a-Kahaani feel more accessible, personal, and inviting. Whether it’s through social media or branding materials, Piku is the friendly face that reminds users of the joy and power of storytelling—right at their fingertips.

Apni Beat Par - Campaign

The #Apni Beat Par campaign is designed to inspire and empower the youth (ages 12-24) by giving them a safe and engaging space to listen to, reflect on, and share their personal stories. The campaign aims to instill renewed hope, enabling young people to thrive amid change by shaping their mindsets and encouraging personal growth.

Through #Apni Beat Par, Call-a-Kahaani fosters a community of youth who not only listen to stories but actively engage with them, shaping their future and finding their own unique rhythm in life.

#Apni Beat Par Campaign: Sunglasses with Heartbeat Pulse

Key Metaphor:

Sunglasses = New perspective, clarity, focus—seeing the story (and life) differently.

Heartbeat pulse = Emotional connection, critical choice, rhythm of life—encouraging reflection and decision-making.

Thumping rhythm = The tempo of life, driving personal choices, and motivating engagement.

The creative concept of sunglasses with a heartbeat pulse rhythm thumping is a powerful visual representation of the campaign’s central idea: finding your own unique rhythm in life while staying connected to your inner pulse. Just like sunglasses are a way to see the world through a different lens, #Apni Beat Par encourages youth to see their stories from a new perspective.

When the heartbeat pulse rhythm thumping is shown, it symbolizes the moment of reflection in the story—the ‘Heartbeat’ of the narrative. The pulse represents the emotional and critical decision point where listeners are prompted to pause, think, and choose how they would like the story to unfold. The sunglasses add an extra layer of meaning: they represent clarity, focus, and a fresh outlook, as the listener is invited to step into a decision-making moment with a sense of self-awareness, just like putting on a pair of sunglasses allows one to view the world in a new light.

In this context, the heartbeat pulse thumping aligns with the rhythm of the story, creating an interactive beat that mirrors the listener's own pulse. This pulse acts as a reminder that each choice in life is personal and resonates deeply, much like the steady rhythm of a heartbeat. The thumping pulse visualizes the connection between the user’s internal rhythm and the stories they engage with, helping them better understand the power of their decisions and how they shape their lives.

Just as sunglasses allow you to look at the world through a different lens, the ‘Heartbeat’ moment invites young listeners to engage with the story through a reflective, interactive lens, choosing the path that resonates with them most. This empowers them to shape their narrative, just like they are shaping their own life’s rhythm.

As part of the #Apni Beat Par campaign, we collaborated with a talented artist to create a dynamic rap song that captures the spirit of the campaign—empowering youth, embracing individuality, and finding your own rhythm in life. The rap serves as both a musical anthem and a motivational tool, encouraging young listeners to reflect on their dreams, challenges, and the choices that shape their futures.

Following the creation of the rap song for the #Apni Beat Par campaign, I had the exciting opportunity to compile a lyrical video that visually represents both the campaign’s core message and the identity of the Call-a-Kahaani brand. The video was designed to be a dynamic and engaging extension of the rap, bringing the empowering lyrics to life through visuals that resonate with the youth audience.

Lyrical Video and Instagram Filter for #Apni Beat Par Campaign

I also had the opportunity to bring the rap song to life not just through a lyrical video, but also by turning it into an interactive experience on Instagram. The rap song was uploaded as a custom Instagram filter, allowing users to interact with the campaign in a fun and engaging way.The filter featured vibrant sunglasses and a pulsing heartbeat rhythm, which visually tied into the campaign’s themes of self-expression and empowerment. As the rap played, users could pose, sing along, or simply enjoy the beat while wearing the sunglasses, symbolizing the idea of tuning into your own beat. The sunglasses, paired with the rhythmic pulse of the rap, created a playful yet powerful way for users to feel connected to the #Apni Beat Par story.