Cross platform messaging app LINE with over 200 Million users worldwide has collaborated with Mumbai based Vaibhav Studios for an exclusive pack of wacky stickers titled æIndian Dhamaal’. Created by Vaibhav Kumaresh- Founder of Vaibhav Studios, this sticker pack is free to download for Indian LINE app users.

AnimationXpress.com interacted with Vaibhav Kumaresh to know more about the making of æIndian Dhamaal’

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1. Chanda Mama Door Ke with lyrics चंदा मामा दूर के गाने के बोल Vachan Geeta Bali/Balraj Sahani.
2. Title CAlendariod e pared marxo 2010 4x3 hoja carta Author: bejomi1 Created Date: 10:22:09 AM.

How did this project happen?
The creative team from LINE Japan met us around June end. They had seen Simpoo and were thankfully impressed! They were looking for something similar for their stickers in India. I am so glad and grateful to Rajesh Saathi- Founder and Director at Keroscene films, Mumbai for recommending my name for this exciting project. Rajesh has also produced the LINE India Tvc’s currently on air.

Chimpoo Simpoo Jaldi Aa Video

What was the brief given to you by LINE?
The design head from LINE accompanied by his translator visited our studio. They explained to me in detail what LINE was all about and their plans for India. Stickers are definitely the USP of LINE and I was damn happy to see their sticker library. They had a variety of stickers from all over the world including ones featuring popular international characters like Popeye, Doraemon, Mickey Mouse, characters from Toy Story, Lilo & Stitch to name a few. They now wanted to launch a new range of stickers exclusively for India and they had chosen Vaibhav Studios for it! I couldn’t have been happier and more honored!

Could you share the approach that you went with to create these stickers?
I was thrilled just to think that our designs would be used every day by thousands of users in their daily conversations! To me it was a great way to connect with our audience. I expressed my excitement to team LINE and assured them that they could count me in. Vaibhav Studios was more than willing to partner with them on this.

How many stickers did you create?
I had to create 80 stickers in all. I began with noting down all the ideas that were pouring in. Communication in India is so vast culturally, that I was flooded with loads of options in my head. As I typed out a situation and how to depict it, another situation popped up in my head! So once everything was out of my head, I shared them with team LINE in Japan. Team LINE sent me technical requirements for the artwork submission, guidelines on content and examples of good as well as bad design. That really helped me plan my designs. Once I started doodling them, the real fun started! It was also easier for team LINE to react to visuals than to text descriptions. Since these images were going to be eventually viewed at a very small size, I would zoom out my artworks and judge them in a thumbnail form. It greatly helped me to simplify my thoughts as well as my illustrations.

Was there extensive research done for creating the stickers?
Most of the stickers are drawn from memory. I just sat and thought of various kinds of conversation-chains that people have. Then I applied my thought on how my doodles could assist or juice up those expressions and situations. Other than that I looked up photos of Sridevi from Naagin, Mandakini and Silk Smitha! That was fun! That’s all the æresearch’ I did!

We would like to know more on the art style used?
I just draw my heart out. And yes, I use bold outlines and simple color contrasts so that it reads well even in a thumbnail size. That was my only THUMBnail rule!!

Were there any concept ideas that you liked but couldn’t add it?
If I strongly recommended a design, team LINE was very understanding and accepted my inputs. I am glad they trusted my judgment on the design front. I created various options so yes certain designs were dropped. We only chose the best ones so no regrets.

How much time did you take to complete æIndian Dhamaal’?
I must have taken 2 weeks of dedicated time spread across a month.I drew directly on Photoshop using a Wacom tablet.

Who all have contributed to this project?
I drew them all but I would bounce off every day’s work and every feedback from team LINE with our entire team. Our team also contributed with their requests for various situations during the brainstorming phase. The LINE team includes Kim Daeseok- Senior Manager, Design and Naotomo Watanabe- Service Planning Dept.

The best part for me is that the users interpret the visuals in different ways. By using the same design in different contexts, the meaning of the same image changes beautifully! Now that I am seeing people use them, I am really enjoying this aspect.

Chimpoo Simpoo Jaldi Aa Online

When did the sticker collection come out? Is the sticker collection out in India?
æIndian Dhamaal’ is the sticker pack that is free to download. It was launched at 2.30pmJapan time on 3rd September 2013. Yes this collection is exclusively for users activating their accounts in India. There’s a new series of another 40 stickers coming up real soon so all I can say is jaldi LINE pe aa jaao!

Naotomo Watanabe from LINE inc. Japan also shares his views on æIndian Dhamaal’ brought out by Vaibhav Studios
“We intend to increase stickers of the expression specific to each country in future because an expression of communication is different in Japan from India. After delivering <Indian Dhamaal!>, downloads have been more than 5 times a normal sticker. The number of æsends’ is 8 times! My colleagues in Japan are also pleasantly surprised. However Japanese users cannot download these as it’s exclusively available only in India. We are very glad that we were able to deliver such a splendid and beautiful sticker in India. And we thank Vaibhav for the quick response.”