Decoding CAGResearch project by Ranjan R. Joshi to

understand the contribution of Visual Art that is applied in Indian Communication Art

during last 65 years. (1948 to 20013)

After 25 years of CAG’s formation the then outgoing President Mr. Das Gupta

expressed his views which are touching and relevant today.

Then the young Mr. Brendan C. Pereira took over from him and remained

President for next 18 years, after that the young and dynamic Gopi Kukade

took over from him to be the President for the next 10 years.

Now it is the senior and veteran Samir Khanzode kept the CAG

active with his trusted team of Prakash Powale, Gopi Kukade, Gangadhar

Menon and Sunil Mahadik.

Why we need to DECODE this CAG? The reason is simple i.e. The world of

communication is expanding with unimaginable speed.

Image +Text, Visual + Verbal are becoming key factors in development of

modern human civilization. Art is applied for life to make life more

meaningful. Aesthetics is a basic human need like food, Shelter and Sex for

procreation. Commerce is mechanical process devoid of sense of Aesthetics.

Humans are full of desires because of five human senses, the gift of nature.

Today the myth is:”Everything in Advertising is because of that Business,

Commerce management.” Communication Artist of this Guild (Cag) has

pioneered the Art of Indian Advertising since 1948 and still doing when we

see young cub communication artist’s work in Cag’s annual shows.

The veteran Mr. S. Das Gupta handed over the president ship to the next

Mr. Brendan C. Pereira who was instrumental in changing the mainstream

Indian Advertising Art. Mr. S. Das Gupta is nostalgic in the editorial of

the this issue. This issue helps to study the changing scenario of this creative

business. The advertising agencies like Chaitra, MCM,

Rediffusion, Everest, Shilpi, etc. created truly new Indian Advertising art language.

This issue showcases many examples in creative areas like art, copy writing,

typography, photography, film, display design and beginning of photo-montage

illustrations, Applied Photography. The efforts of Mr. Brendan C. Pereira and his

team of Cag’ for starting new categories like Hall of Fame, Art Director of the

year, Copywriter of the year etc. are new added values of all the next

issues. Mr. Samir Khanzode became

the first Art Director of the Year. From this annual such creative person’s work is

showcased. Art Director of the Year was asked to Design the annual.

Decoding Communication Artists Guild (CAG) Formerly had known as Commercial Artists Guild.

1948 to 2013: Total 65 years.

This is an attempt by Ranjan Raghuvir Joshi and Sudhakar Khsirsagar (librarian) encouraged

by present (2013) Cag’s committee to scrutinize nearly 4000 scanned (Digitize) pages of

Cag’s about 48 annuals and also the available assorted material from Cag’s which is

unpublished. Following is the loud thinking to undertake the task.

1) Sorting the articles and Presidents addresses since the first published annual

in 1950 till date.

2) Sorting the sponsored advertisements since 1950 till date.

3) Sorting the winner and showcased art of advertising since 1950 till date. This would be as

per the categories defined in the annuals.

4) Sorting the above said(2) and (3) items as per the prescribed formula of

Late Dr. G.M.Rege’s table of Basic Human Desires that is related to buy any advertise

product. This would help to understand trends during 50s, 60s, 70s, 80s, 90s, and 2000A.D.

onwards…. See Next Slide

5) Sorting the illustrators, the typographers, the visualizes, the designers, the photographers’

and copy writers etc., since 1950 till date.

6) Updating the annuals after 48th issue from the available assorted material from Cag’s

which is unpublished. This will help sort out the student’s category of nearly 15 years after

the closer of Professional category.

7) Many more to document like the unsung heroes who could not come on the periphery of

Cag who have contributed to the growth of visual communication in India.

8) Sorting out Hall of Fame, the Art Director of the year, Copy Writer of the year, the Designer

of the year, the Typographer of the year, the Photographer of the year and the

Guru of the year in education.

9) All would be scrutinized from the angle of biographical, socio-cultural, and as

communication artist’s contributions.

The list of the research done, still this treasure yet to be discover…

The list of the research done, still this treasure yet to be discover…