Challenge
At our agency, we believe in going above and beyond for our clients, even when it means taking on challenges that weren’t specifically asked of us. This is a story where our passion for creativity led us to transform a standard project into something truly unique.
The challenge began when one of the founders of KukDuKoo Lit Fest, who was also serving as the marketing head at Vega Schools in Gurgaon, reached out to us. Vega Schools, a long-time client, had been hosting the Gurgaon Literature Festival since 2017, and we had been part of its success both in 2017 and again in 2018. Our work on the festival left an impression, and the team was eager to collaborate with us again for their next event, which was planned for 2019.
This time, they were preparing to launch the Noida Children Literature Festival and came to us with a specific request: to design the logo for the event. While designing logos is one of our specialties, we couldn’t ignore what we felt was a bigger issue—the name of the event itself.
The primary reason for our concern was that many literature festivals are named after their host cities—Jaipur Literature Fest, Kanpur Literature Fest, Kolkata Literature Fest, Gurgaon & Delhi Literature Fest, to name a few. This trend made the name feel too familiar and lacking in distinctiveness.
“Noida Children Literature Festival” struck us as generic. It didn’t have the spark or freshness that would set it apart and draw the attention of their target audience—families, children, and educators looking for a dynamic, creative experience. So, instead of simply taking the brief and focusing on the logo, we took a bold step.
Solution
The whole team of Saarthi brainstormed a lot and filtered several names. We wanted a name that could give the reflection of kids’ language, their expressions, and the fun-filled world that they create with their imaginative powers. Our vision was to make the name a household name, a name through which kids are completely enamored. There were three basic emotions behind naming the fest, waking up to the stories, interaction, and distinctiveness. And Saarthi was hooked on these emotions and dipped them into creativity. We suggested equally convincing names that will somehow make the fest the talk of the town. The team had faith in the name KukDuKoo. So, KukDuKoo was one of them, priorly they were not convinced by the same but after sequences of reasoning, they clinched the name “KukDuKoo”.
The first festival of KukDuKoo went very well. It was warmly welcomed by both hands by the natives especially natives of Noida and was very well subscribed. The name surely worked as a magnet and was highly appealing to children. The team of Saarthi along with the founders of KukDuKoo were happy to see how beautifully the name has catered to the emotions behind the journey and vision of this literature festival. The children were able to easily remember the name “KukDuKoo”. Now, whenever kids see the logo, they recognize it, and effortlessly say the name “KukDuKoo”. This conveyed how alluring and engaging it was for all ages from children to adults. We are very sure when you are reading this name it is easy in terms of remembering.
