Redesigning souvenirs
Shalinee Ghosh is a Communication Design graduate from the National Institute of Design, Ahmedabad. She has specialised in Film and Video and her experimental student film ‘I Sing the Body Electric’ made it to several International Film Festivals. Her interaction with other experimental filmmakers abroad exposed her to the whole new world of films for New Media. Shalinee is the founder of FroggMag. From stationery, gifts and games through home decor and lifestyle items to jewellery and fashion accessories – FroggMag has a range of more than two hundred products. Each of them are intertwined in the country’s rich heritage whether it’s through history, art, culture. The brand specialises in working with various museums and institutions to customise and create memorabilia.
Travel Photography had been the precursor to the birth and growth of Frogmagg. The instances of not having to offer a souvenir to a tourist, lack of awareness about the heritage that the country has to offer were some of the reasons that had stayed with Shalinee. A friend’s wish to carry a product matching the monument she had visited gave Shalinee the idea of creating products. The three products with which Frogmagg began its journey were Fridge Magnets with details from Taj Mahal and Hyumayun’s Tomb, paper magnets with vibrant colours from day to day lives. Gradually the sales began to grow and the number of products and creativity began to expand. The endless product ideas began to scream from every corner of the country. For Shalinee work became holidays and holidays became work with this venture.
The first project for Frogmagg came from the National Museum in Delhi. The museum wanted an exhibition with epics as the theme. Ramayana miniatures were in plenty. This was the first time when Shalinee got to work with high quality paintings. They were invited to design souvenirs for Rashtrapati Bhawan. The various elements like the gate, frescoes, floor tiles, carpets were used by Shalinee and her team to weave a story in the products. Scarfs, clocks, fridge magnets, whole gift sets were made as souvenirs and gradually became state gifts offered by the President to his guests.
Further, Frogmagg went to the Nehru Memorial Museum and Library, Delhi. The products here were designed to portray Nehru’s lighter side. Nehru as an animal lover, his coats had inspired Fridge magnets, coasters, Notebooks, Puzzles etc. Other projects include Bhau Daji Lad Museum (Mumbai), Lukshmi Vilas Palace (Baroda), World Wildlife Fund, Bikaner House (Delhi), Rajasthan State Government. Hawa Mahal in Jaipur’s facade was replicated in a scarf. The jharokhas were used to make tea lights, painted ceilings made their way into large party platters. Frogmagg has made efforts to make souvenirs such that it stays with the tourist for a very long time if not forever.
Mobile Souvenir Kiosks of Frogmagg has been derived from traditional ‘Kavad’ which narrates a story as it is opened. Bikaner House’s logo was put on the outside.
The tribal art in India which is eternally contemporary was employed to develop puzzles and games. The intention behind it was to let children learn through these products and become patrons of the art as they grow up, helping and saving them in some way. The tribal art collection has products like bookmarks, fridge magnets, cups, coasters, trays, cushion covers, jewellery and scarves.
Creative Dignity is one project where Frogmagg collaborated with Tribal Design Forum where every associated artist was helped to sell their paintings directly. Frogmagg has a huge number of artists working with them. Under the Artist’s Royalty Program, they receive a royalty everytime a product is sold.