Coffee Table Book
MSRDC: Samruddhi Mahamarg Expressway
Project Overview
The Samruddhi Mahamarg Expressway, a landmark infrastructure project by the Maharashtra State Road Development Corporation (MSRDC), spans 701 kilometres, linking Thane and Nagpur. More than a highway, this project represents a bold vision for Maharashtra’s future, significantly reducing travel time and fostering economic growth across the state.
The Challenge
To commemorate this monumental achievement, MSRDC sought a premium coffee table book that would not only document the expressway’s construction but also capture its deeper cultural and economic significance. The challenge was to create a publication that was both technically accurate and artistically compelling, reflecting the project’s grand vision in a way that resonated with a broad audience. The publication also needed to be a bilingual artefact, equally accessible and engaging in both English and Marathi.
Our Strategic Solution
Our approach was rooted in a concept-led design that established a cohesive and powerful brand identity for the book itself. We focused on blending bold, modern layouts with deeply rooted cultural elements to create a visually distinct and readable publication.
- Concept-Led Design: The core design concept revolved around the intersection of modern infrastructure and Maharashtra’s rich heritage. We conceptualised a cover design featuring the iconic Maharashtra State map and an illustration of Shri Chhatrapati Shivaji Maharaj alongside a fort—a powerful symbol of Maharashtra’s legacy and forward momentum.
- Cohesive Identity: We designed the book as a narrative journey. To delineate chapters and sections, we utilised captivating illustrations of Indian festivals, historical forts, and the people of Maharashtra. These illustrations served not only as visual breaks but also as a celebration of the state’s culture and vibrant spirit.
- Artistic Integration: For the inner pages, we integrated elements of traditional Warli painting, a testament to the region’s artistic heritage. We also included elegant, stylized illustrations of fort evening scenes, adding a touch of timeless beauty that contrasted beautifully with the modern infrastructure visuals.
- Visual Excellence: We performed extensive colour correction and editing on all drone photography, ensuring that the aerial views of the expressway were presented with stunning clarity and impact. The meticulous post-production work elevated the visuals, making them as powerful as the project itself.
Bilingual Format: The entire book was designed in a bilingual format (English and Marathi), ensuring that its narrative and technical information were accessible to a wider audience, reflecting the true spirit of Maharashtra.
The Final Result
The final coffee table book was a premium, visually compelling artefact that successfully chronicled the expressway’s journey. It was proudly unveiled by the Honourable Prime Minister of India, Shri Narendra Modi, cementing its status as an official and historically significant publication. The project stands as a powerful example of how strategic design can transform a complex technical project into an engaging and culturally resonant story.