dug dug
Art of the title
a bold and beautiful multilingual title typography set in the world of a visually striking and musically infectious satire
For his sharp and satirical film Dug Dug, writer-director Ritwik Pareek envisioned a title design as bold and unconventional as the story itself. He turned to us to craft striking multilingual typography that would echo the film's darkly comic soul.
Our Art Director, Nitin Shekhar’s striking title design merges two seemingly disparate worlds—the sharp angles of gothic letterforms and the fluid grace of traditional Indian calligraphy. This visual tension mirrors the film’s central conflict: a motorcycle accident that spirals into divine myth, where faith spreads like wildfire, and devotion blurs into mania.
The title's hybrid typography becomes a visual prophecy of how ordinary tragedy morphs into a sacred myth.
Each letterform pulses with the same contagious energy that drives the narrative, where belief spreads like wildfire and reality bends under the weight of collective conviction.
Drawing from Rajasthan's Mughal miniature-adorned architecture where the story unfolds, we fused these intricate visual traditions with the gritty DNA of Spaghetti Westerns - a deliberate nod to the 'Curry Western' genre that hybridized Indian dacoit classics like Mother India (1957) with Leone's iconic frontier nihilism.
For Dug Dug, this became our cinematic alchemy: the jewel-toned precision of miniatures colliding with widescreen desert fatalism, mirroring the film's central tension between divine order and anarchic belief.
Where Rajasthan’s painted legends meet the dust and delirium of frontier cinema.
Nitin’s poster design crystallizes this fusion—gothic Devanagari letters carved like canyon shadows against miniature-inspired details.
