Government of Karnataka via Bloomberg Quint / BQ Prime
An official state government G20 campaign that ran across two Chief Ministers without a rebuild — same creative system, updated credits.
The brief
Bengaluru hosted three G20 2023 track meetings, and the Government of Karnataka needed a welcome campaign for delegates — creative that would run across BQ Prime’s site as the state’s official “Karnataka: One State. Many Worlds.” messaging, positioned around the G20 India presidency and its “Azadi Ka Amrit Mahotsav” branding.
The constraint
This wasn’t a product ad — it was government creative, which meant strict, non-negotiable elements: official ministers’ photos and designations sized and captioned exactly to protocol, the Government of Karnataka state emblem, the G20 India 2023 and Karnataka Tourism logos, all needing to sit correctly alongside a destination visual and headline without looking cluttered. The campaign then had to run again months later — after Karnataka’s May 2023 state election changed the Chief Minister — with every minister credit updated and re-approved.
What I did
Designed a set of banners pairing iconic Karnataka imagery — Vidhana Soudha lit up at dusk, the Jog Falls waterfall, the state legislature by day — with the ministerial credit block, official marks and “Bengaluru Welcomes G20 Delegates” headline, plus a companion banner for the G20 finance ministers’ and central bank governors’ track. When the Chief Minister changed after the state election, I rebuilt the credit block and reran the same core designs — including the waterfall banner — under the new government without changing the underlying creative system.
The result
An official state government campaign that ran across two administrations without missing a beat — proof the creative system could absorb a real political transition, not just a logo refresh.
